Manager, Data Licensing & Marketplace Partnerships
Valpak | Data Strategy & Partnerships | Full-Time
ABOUT THE ROLE
Valpak is seeking a Manager, Data Licensing & Marketplace Partnerships to lead the strategy and execution of our external data licensing business. In this high-impact role, you will own relationships with data marketplace platforms—including LiveRamp Data Marketplace and similar ecosystems—while driving the commercialization of Valpak's proprietary consumer identity assets. You will sit at the intersection of data strategy, partnership development, and product enablement, playing a critical part in how we monetize and extend our identity graph externally.
KEY RESPONSIBILITIES
Data Licensing & Commercialization
- Own the end-to-end data licensing strategy, including segment taxonomy design, pricing models, and syndication workflows.
- Identify, negotiate, and manage licensing agreements with data buyers, DSPs, agencies, and technology partners.
- Partner with legal and compliance to ensure all data licensing activity aligns with applicable privacy regulations (CCPA, CAN-SPAM, etc.) and contractual obligations.
- Build and maintain a product catalog of licensable audience segments, refreshing inventory to reflect seasonal relevance and buyer demand.
LiveRamp Marketplace & Platform Operations
- Serve as the primary owner of Valpak's presence on the LiveRamp Data Marketplace, including segment onboarding, taxonomy mapping, and performance monitoring.
- Manage the technical and operational workflows for data delivery via RampID, Clean Rooms, and LiveRamp's connectivity suite.
- Evaluate and expand to adjacent marketplaces and distribution channels (The Trade Desk Data Marketplace, Nielsen Connect, etc.) to maximize data revenue.
- Monitor platform analytics to optimize segment performance, buyer discovery, and CPM/revenue metrics.
Identity Graph Strategy
- Collaborate with internal data science and engineering teams to continuously enhance Valpak's identity graph—including household-level linkages, device graphs, and email-to-address resolution.
- Develop partnership frameworks that enrich the identity graph through data co-ops, second-party data exchanges, and identity resolution vendors.
- Evaluate identity resolution partners (e.g., Experian, TransUnion, Acxiom, LiveRamp) for potential integrations that improve match rates and addressability.
Cross-Functional Leadership
- Champion the use of privacy-safe techniques (differential privacy, tokenization, clean room environments) to enable identity use cases within compliant guardrails.
- Act as an internal subject matter expert on data licensing, identity, and marketplace platforms for product, sales, and marketing teams.
- Define and track KPIs for the data partnerships function, including licensed data revenue, marketplace segment CPM performance, and partner activation rates.
- Present quarterly business reviews to senior leadership on partnership pipeline, revenue, and strategic roadmap.
QUALIFICATIONS
Required
- 5+ years of experience in data partnerships, data licensing, or audience strategy within a media, adtech, or data company.
- Demonstrated hands-on experience with LiveRamp's platform—specifically Data Marketplace onboarding, RampID, and Clean Room environments.
- Strong understanding of identity resolution concepts including deterministic vs. probabilistic matching, device graphs, and household linkage.
- Familiarity with data privacy regulations (CCPA, CPRA, GDPR) and their practical implications for data licensing and commercialization.
- Proven ability to negotiate and structure data licensing agreements with commercial partners.
- Experience with audience segmentation, taxonomy design, and CPM-based data monetization models.
Preferred
- Background in direct mail, digital advertising, or location/proximity data.
- Experience with additional marketplace platforms such as The Trade Desk Data Marketplace, AWS Data Exchange, or Snowflake Data Marketplace.
- Familiarity with clean room technologies (InfoSum, Habu, LiveRamp Clean Rooms).
- Knowledge of SQL or Python sufficient to explore and validate data assets independently.
- Experience in a player/coach capacity—able to manage a small team while remaining hands-on.
WHAT SUCCESS LOOKS LIKE
30 Days
Deep understanding of Valpak's data assets, current marketplace footprint, and active licensing relationships.
90 Days
LiveRamp segment taxonomy refreshed, gaps identified, and a 6-month roadmap for marketplace expansion delivered to leadership.
6 Months
At least one new licensing agreement or marketplace channel activated; identity graph enrichment initiative scoped and in progress.
1 Year
Data licensing function operating as a meaningful revenue stream with documented processes, KPIs tracked consistently, and a clear 3-year roadmap.
WHY VALPAK
Valpak has been connecting consumers and businesses for over 50 years, and our data assets—built from hundreds of millions of direct mail interactions and verified household records—represent a uniquely powerful foundation for identity-driven marketing. As we accelerate our data strategy, this role offers the opportunity to build something meaningful at the intersection of a proven brand and emerging data marketplace infrastructure.
- Competitive compensation with performance-based incentives tied to licensing revenue.
- Comprehensive benefits including medical, dental, vision, and 401(k) matching.
- Flexible work arrangements with remote and hybrid options.
- High visibility role with direct exposure to senior leadership.
- Collaborative culture with investment in data infrastructure and tooling.
Valpak is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
#LI-RS1
