The CDP Program Analyst is a hands-on subject matter expert responsible for translating marketing requirements into scalable, identity-aware audiences within TaylorMade's Customer Data Platform (CDP). This role bridges Marketing, Data, and Engineering to ensure consumer data is accurately ingested, unified, and activated — directly supporting the Global Digital Product organization's vision of knowing every TM golfer the way a great fitter knows a swing, completely and in real time. Working alongside the Digital Product Owner, CDP & Optimization, this role owns the day-to-day data quality, governance, and continuous optimization work that turns the CDP from a data store into a reliable, measurable engine for personalization across TaylorMade's eCommerce, TMDirect, TM App, and MFE touchpoints.
Essential Functions and Key Responsibilities:
Translate marketing briefs and requirements into technical audience definitions and segmentation logic within CDP
Design, build, and maintain reusable, identity-aware audiences that support lifecycle marketing and personalization across TaylorMade's digital platforms
Serve as the in-platform subject matter expert for CDP, including audience creation, traits, events, and destination activation
Partner with Marketing, Data, and Engineering to align business needs with technical solutions, ensuring every audience use case ties back to a measurable marketing or consumer-experience outcome
Validate, monitor, and troubleshoot data ingestion pipelines for accuracy and completeness across all source systems feeding the CDP
Configure and manage identity resolution, merge policies, and profile stitching to maintain one accurate consumer profile per golfer
Ensure high standards of data quality, integrity, and platform governance across the CDP
Develop and enforce standard operating procedures and QA processes for audience creation and data onboarding
Monitor audience performance, data flow, and platform health to identify optimization opportunities and surface them to the Digital Product Owner, CDP & Optimization
Document audience logic, operational processes, and governance standards so the platform remains auditable and scalable as new data sources and use cases are added
Support the CDP roadmap's near-term priorities — connecting AI fitting and chat data into the CDP and deepening personalization — with clean, well-governed audience infrastructure
Perform other related duties and assignments as required
Knowledge and Skills Requirements:
Proven, hands-on experience with Twilio Segment
Background managing ETLs, data jobs, and data pipelines
Demonstrated expertise in audience management and segmentation logic
Self-sufficient and comfortable working independently with minimal day-to-day direction
Strong data quality and governance mindset, with attention to detail in identity resolution and profile stitching
Effective communicator, able to translate between marketing requirements and technical implementation for Data and Engineering partners
Experience with a company implementing a new Customer Data Platform (CDP) tool from the ground up is a strong plus
Familiarity with personalization or recommendation use cases in a consumer or eCommerce context
Experience with Jira and Confluence for documentation and team collaboration
Exposure to golf, sporting goods, or consumer retail data environments
Education, Work Experience, and Professional Certifications:
Bachelor's degree in Marketing Analytics, Computer Science, Information Systems, or a related field, or equivalent practical experience
3+ years of hands-on experience with a customer data platform, ideally SalesForce CDP
Experience partnering directly with Marketing and Engineering teams on data-driven initiatives
Work Environment / Physical Requirements:
Normal office conditions, heavy computer use
Ability to collaborate across multiple global time zones, with occasional extended hours to support site releases and key milestones
Occasional travel may be…