Vice President, Technology Projects
CurrentI have oversight and architectural responsibilities for the Identity & Behavioral Graph, the CDP, and the Lakehouse that supports these. This includes:Identity:- The customer identity / behavioral graph for known and anonymous users across all products- A rules engine for customer intention, preference and life phase cohorts- Real-time integrations between the identity graph and network advertising partners to enhance user profiles in the openmarket / DMP to increase CPMs- Demographically augmented user profiles via identity partners and clean rooms using unique identifiers, HEMs, MAIDS, other signals- First-party tag and other identifying signals for all products, for both known and anonymous users, accounting for cookie deprecation, ITP rules and privacyPersonalization, Targeting & Activation:- The Customer Data Platform (Building audiences & journeys, integrating new data channels & streams, ensuring identity, building activation channels)- Working with business owners (Marketing, Editorial, Ecommerce, Advertising, Data Science) to define use cases to drive and build real-time and recurring activations, targeting and user journeys across multiple touchpoints and platformsArtificial Intelligence and Machine Learning:- (Discovery) Utilizing prebuilt / open source generative AI models to power content recommendations, personalization and data analysis- Machine Learning for propensity and affinity scoring to drive audiences and targeting via the CDPData Lakehouse:- ETL and data architecture; collecting, ingesting and transforming user data (behavioral and profile) from all channels, products and platforms for use in the identity graph, CDP, AI models and data analysis—ensuring low-cost materialization, compute, query and storage architecture
