Principal Product Manager – Customer Data & Identity (Hybrid)

Our Marketing and Loyalty team is the strategic force behind United’s industry-leading brand and experience, supporting revenue growth by turning customers into lifelong United flyers. Our marketing communications, market research and brand teams drive travelers’ familiarity and engagement with the United brand. Our product, design and service teams bring the signature United brand to life in our clubs and onboard our aircraft, ensuring a seamless, premier experience. And when customers choose United again and again, that’s because the loyalty team has been hard at work crafting an award-winning program. Our loyalty team manages United MileagePlus®, building travel and lifestyle partnerships that customers can engage with every day, and works with our Star Alliance partners to ensure United can take you anywhere you want to go.

Job overview and responsibilities

We’re seeking a strategic and execution-focused Principal Product Owner to lead the development of our Customer Profile and Data Platform, the foundation of our composable CDP (Customer Data Platform). This is a critical role as we scale our customer data capabilities to support enterprise-wide use cases across loyalty, marketing/advertising, and core airline operations. You will partner closely with cross-functional teams—including Loyalty, Marketing, Digital Personalization, Advertising, and Core Airline Operations—to deeply understand their data needs, define and prioritize product requirements, and work with our Digital Technology (DT) team to deliver against those goals. You will help define the roadmap for our unified customer profile product and data services layer and drive delivery using Agile development.

• Own the end-to-end product lifecycle for the Customer Profile and Data Platform—from strategy and roadmap to delivery and optimization
• Lead stakeholder discovery sessions across Loyalty, Marketing, Operations, and Data Science to gather and refine business requirements and translate business needs into clear, actionable product features and technical requirements
• Partner with data architects, engineers, and platform teams to design and deliver scalable, privacy-compliant customer data products
• Drive alignment on a shared data model and standards for customer identity resolution, data unification, and profile enrichment
• Prioritize work in a SAFe Agile environment, manage PI planning inputs, and maintain a healthy product backlog
• Define success metrics and track adoption and value realization of the platform across multiple business lines
• Stay informed of industry trends and best practices around CDPs, customer identity, consent management, and composable architectures

NOTE\: This position provides a hybrid work arrangement providing the opportunity to work onsite approximately 50% of the time at either our Chicago or NYC office location and 50% remotely.

What’s needed to succeed (Minimum Qualifications):

• Bachelor’s degree 
• 5–8+ years of experience in product management, with a focus on data products, platforms, or customer technology
• Proven ability to work in large-scale B2C or travel/airline industries
• Proven ability in launching or managing CDPs, identity platforms, customer profile APIs, or similar data-centric systems
• Strong knowledge of data architecture concepts—identity resolution, ETL, real-time streaming, consent/privacy, and APIs
• Strong ability to work with scaled agile methodologies
• Excellent communication and stakeholder management skills—able to align diverse teams around a common vision                                                  
• Strong analytical and problem-solving abilities; able to break down complex problems into actionable roadmaps                                 
• Demonstrated passion for customer data and its impact on personalization, marketing effectiveness, and operational efficiency                               
• Must be legally authorized to work in the United States for any employer without sponsorship
• Successful completion of interview required to meet job qualification

• Reliable, punctual attendance is an essential function of the position                                   

                                                                        

What will help you propel from the pack (Preferred Qualifications): 

• Experience working with airline systems, loyalty ecosystems, or adtech integrations
• Experience working with data science or advanced analytics teams
• Knowledge of data governance, compliance (CCPA, GDPR), and PII protection best practices