Senior Product Manager, Customer Data Platform: Identity & User KeychainIntroduction to the Team Customer Data Platform (CDP) is the team responsible for resolving, structuring, and governing the traveler data that powers personalization, targeting, and measurement across every Expedia Group brand. Our identity graph - the User Keychain - links registered and anonymous activity across brands and devices for 460M+ EG travelers, underpinning more than 5B stitched identity keys. It is one of the most foundational and highest-leverage data products in the company: nearly every downstream product team, from onsite personalization to marketing activation to fraud and servicing, depends on the accuracy and completeness of identity resolution we provide.
We're hiring a Senior Product Manager to own User Keychain end-to-end and set its go-forward strategy. This is a strategic, executive-visible role: you will define what "identity" means at Expedia Group for the next several years, decide how aggressively we invest in resolving the ~90% of traveler traffic that is anonymous today, and represent that vision directly to senior leadership. You'll spend as much time in rooms with data engineering, brand and experience teams, advertising, marketing, legal, and fellow Data PMs as you spend with your own roadmap - this role exists at the intersection of technical depth and cross-functional influence, and it requires both in equal measure.
In This Role, You Will- Own the go-forward vision, strategy, and multi-year roadmap for User Keychain, Expedia Group's customer identity graph, setting the direction for how the company resolves travelers across authenticated and unauthenticated (anonymous) states.
- Think at the level of company-wide identity resolution strategy - not just the current Keychain implementation - evaluating build vs. buy vs. partner options, deterministic vs. probabilistic matching, and how identity should evolve as authentication, privacy regulation, and device/browser tracking continue to shift.
- Audit the existing identity resolution logic and related customer data products within CDP against industry best practices in identity graphs and identity resolution, identifying where we lag, quantifying the gap, and driving the roadmap to close it.
- Serve as the primary point of contact for User Keychain with executives and senior stakeholders, translating technical identity concepts (linkage methods, confidence scoring, match rates, provenance) into business terms and building the case for investment.
- Partner directly with data engineering to shape the technical roadmap - schemas, matching/linkage logic, confidence scoring, latency and freshness - and to sequence platform investment against business priorities.
- Build and manage shared roadmaps and explicit dependency mappings with brand and experience teams, Advertising, Marketing, Legal, and other Data Product Managers, aligning on what each partner needs from identity resolution and by when.
- Drive buy-in and formal development partnerships across these groups - negotiating priority, sequencing, and resourcing trade-offs so that User Keychain's roadmap reflects real, committed cross-functional demand rather than a single team's view.
- Identify, evaluate, and develop partnerships with third-party identity and data providers, scoping each partnership around a specific business problem sponsored jointly with a brand or experience team, and owning the resulting build vs. buy vs. partner recommendation.
- Define and track the success metrics for identity resolution (match rate, identity confidence/precision, coverage of anonymous traffic, downstream activation lift) and report progress against them to leadership.
- Ensure legal, privacy, and governance requirements (consent, RTBF, cross-border data use, vendor data-sharing terms) are embedded in identity resolution design from the start, in partnership with Legal and data governance.
Minimum Qualifications- Bachelor's or Master's degree in a relevant field, or equivalent practical experience.
- 6+ years of product management experience, including significant, direct experience building data products and identity graphs (identity resolution, customer master/golden record, or identity stitching across channels or devices).
- Demonstrated ownership of a go-forward product strategy and roadmap for a platform or data product with company-wide dependencies, including the executive communication to sponsor and defend that strategy.
- Working technical fluency in identity resolution concepts - deterministic and probabilistic matching, identity graphs, confidence/quality scoring, data provenance - sufficient to challenge and shape engineering design decisions.
- Track record of building shared roadmaps and dependency alignment across multiple functions (e.g., engineering, marketing, advertising, legal, other product teams), including navigating competing priorities to reach a committed, cross-team plan.
- Experience evaluating, negotiating, or managing third-party data or identity vendor partnerships, including framing partnerships around a specific business problem rather than a general capability.
- Comfort operating in a large, matrixed organization, identifying the right stakeholders and building consensus where the org chart alone does not indicate who needs to be aligned.
Preferred Qualifications- Direct experience owning or contributing to an identity resolution or identity graph product at consumer scale (hundreds of millions of profiles, majority-anonymous traffic), including decisions about authenticated vs. unauthenticated identity strategy.
- Experience auditing an existing data product or platform against industry or competitive best practices and using that audit to build the case for a step-change investment.
- Background partnering with Advertising and/or Marketing teams on identity-dependent use cases (audience activation, attribution, targeting) and understanding of how identity quality affects those outcomes downstream.
- Familiarity with data privacy and compliance requirements affecting identity resolution (consent management, Right to Be Forgotten, cross-border data transfer, cookie/device ID deprecation) and experience embedding these into product design.
- Experience integrating third-party demographic, graph, or identity-resolution vendors (e.g., Experian-style data, identity graph providers, clean rooms) into a first-party data platform.
- Prior experience in travel, e-commerce, or another high-scale, multi-brand consumer business where identity resolution directly affects personalization and marketing performance.
The total cash range for this position in Seattle is $173,000.00 to $242,500.00. Employees in this role have the potential to increase their pay up to $277,000.00, which is the top of the range, based on ongoing, demonstrated, and sustained performance in the role.
Starting pay for this role will vary based on multiple factors, including location, available budget, and an individual's knowledge, skills, and experience. Pay ranges may be modified in the future.
Benefits and perksExpedia Group offers benefits and perks designed to support employees and their families, including medical, dental, and vision coverage, paid time off, an Employee Assistance Program, wellness and travel reimbursement, travel discounts, and International Airlines Travel Agent Network (IATAN) membership. Learn more about life at Expedia Group at https://careers.expediagroup.com/life.
