Director, Product Management (Data Strategy & Identity)

 Dynata is seeking a strategic and execution-focused Vice President of Product Management, Data Strategy & Identity to (1) define client and internal stakeholder needs of our panel and our identity graph, (2) collaborate with the Panel & Partnership team on prioritizing and executing against those needs, and (3) evolve our go to market strategy for our data. This role will play a pivotal role in ensuring Dynata’s panel remains the highest quality, differentiated, and future-ready asset in the industry and that it serves as the foundation upon which we build Dynata’s connected data, data enrichment, audience activation, and media measurement products. 

This role is responsible for understanding market, client, and partner needs and translating those needs into clear, actionable product requirements that drive panel management and innovation. The VP will work closely with the Panel & Partnerships team, Product, Sales, and Engineering to ensure that our panel meets the needs of our customers, gathers the data we need to build other products, and stays ahead in an era of data privacy, identity resolution, synthetic data, and connected ecosystems).  

RESPONSIBILITES:  

Panel Strategy 

• Define requirements for Dynata’s panel to ensure that it meets evolving, emerging and specialized client demands (e.g., B2B audiences, Gen Z, hyper-local targeting, mobile-first access, longitudinal studies, recontact capabilities, etc.). 

• Partner with Sales to gather voice-of-customer insights and translate them into panel product requirements and prioritization. 

• Work with Product teammates, Panel team, and Engineering to ensure that our panel data strategy meets the needs of other products and roadmap items (e.g., information required for our identity graph, for media and connected data products, etc.).  

Synthetic Data Strategy 

• Understand market trends and needs regarding synthetic data and collaborate with Data Science & Research to define Dynata’s approach: if, where, and how synthetic data augments or complements our panel and products, the risks and tradeoffs of various engagement strategies, and the roadmap for internal and external applications. 

• Understand the need for and value of training data sets in a world of AI and synthetic data and collaborate with Data Science and Technology on Dynata's position in this market.  

Identity Graph & Data Connectivity 

• Define the strategy, roadmap, and product requirements for Dynata’s identity graph, including persistent identifiers, linking methodologies, and compliance with clean room standards. 

• Partner with Brand Lift, Activation, and Data Enrichment Product Managers to ensure our panel data and identity graph meet their evolving needs. 

• Work with Partnerships to define relationships with key identity resolution partners (e.g., LiveRamp, TransUnion, Experian) to extend panel utility and ensure Dynata can power CRM match, enrichment, and audience activation use cases. 

Data Go-To-Market Strategy 

•  Collaborate with Finance, Panel & Partnerships, and Sales to develop a data-informed pricing strategy for panel data/sample based on audience scarcity, geography, demand elasticity, competition, and use case. 

• Partner with Finance, Panel & Partnerships, and Sales to optimize revenue while preserving data quality and supply. 

Performance Analytics 

• Establish metrics by which we analyze our commercial success in selling our panel data: when we win, why we win, why we lose, with which clients, etc.  

• Translate insights into actions and requirements to improve our data offering 

Cross-Functional Leadership: 

• Translate market and client requirements into clear, actionable market and product requirement documents that the Panel and Technology teams can then execute against. 

• Represent data strategy priorities in regular roadmap planning and prioritization processes.  

• Work cross-functionally to align panel innovation efforts with go-to-market strategy, legal/privacy requirements, and data monetization opportunities. 

Qualifications: 

• 10+ years in product management or strategy roles, with at least 3+ years in a leadership role. 

• Deep experience in data-driven businesses—ideally within research, MarTech, AdTech, or identity resolution. 

• Excellent data analysis skills.  

• Strong knowledge of panel-based research, data onboarding and audience activation workflows (e.g., hashed emails, MAIDs, IP targeting, clean room enablement)., and synthetic data concepts. 

• Proven ability to define product strategies and lead cross-functional execution across technical and non-technical teams. 

• Excellent communication and collaboration skills; capable of influencing at the C-suite level and aligning diverse stakeholders. 

• Experience with global panel pricing, segmentation, or yield optimization is a strong plus. 

At Dynata, we are committed to fostering an inclusive, accessible environment, where all employees and customers feel valued, respected and supported. We are dedicated to building a workforce that reflects the diversity of our customers and communities in which we live and serve. Dynata welcomes and encourages applications from people with disabilities. We are committed to an inclusive work culture for all our employees. Accommodations by request can be made for all aspects of the selection process.

Dynata is also an affirmative action employer OE/Minority/Female/Veteran/Disabled/Sex/Sexual Orientation/Gender Identity or Expression/Race/Color/National Origin/Age/Religion/Genetic Information/Marital Status/Height/Weight or any other legally protected category defined by applicable federal state or local laws and ordinances, so as to further the principles of equal employment opportunity.

The base salary range for this position in is $175K-$190K/yr; however, base pay offered may vary depending on location, job-related knowledge, skills, and experience. A discretionary incentive program may be provided as part of the compensation package, in addition to a full range of medical and other benefits, dependent on full-time employment status.