Vice President of Product - CRM Platform

Role Overview

Cendyn is seeking a Vice President of Product – CRM Platform to lead the strategy, vision, and execution of our next-generation hospitality CRM platform. This leader will own the evolution of Cendyn’s CRM ecosystem—powering customer data, guest engagement, marketing automation, and personalized experiences for leading hospitality brands worldwide.

The VP of Product will define and drive the long-term product vision for CRM, transforming it into a modern, scalable, data-driven SaaS platform that enables hotels and hospitality groups to better understand, engage, and grow their guest relationships.

This role requires a strategic product leader who combines deep CRM domain expertise, SaaS platform thinking, and strong execution capabilities. The VP will partner closely with engineering, data, marketing, customer success, and executive leadership to deliver innovative CRM capabilities that drive measurable customer value.

Key Responsibilities

Product Vision & Strategy

• Define and communicate the long-term vision and product strategy for Cendyn’s CRM platform.
• Build and manage the multi-year product roadmap aligned with company growth, market needs, and customer outcomes.
• Position Cendyn’s CRM as a best-in-class hospitality customer data and engagement platform.
• Identify new product opportunities across guest data platforms, personalization, marketing automation, loyalty integration, and AI-driven engagement.

CRM Platform Leadership

• Own the strategy and development of the core CRM platform, including:
  • Unified guest profiles
  • Customer data management
  • Segmentation and targeting
  • Campaign and marketing automation
  • Personalization and lifecycle engagement
  • Reporting and customer intelligence
• Ensure the CRM platform supports enterprise-scale data management, security, and compliance.

Data & AI-Driven Customer Engagement

• Lead product innovation around customer data platforms (CDP), AI-driven segmentation, predictive analytics, and personalization.
• Drive capabilities that enable hospitality brands to deliver real-time, data-driven guest experiences across digital and on-property channels.
• Ensure the CRM platform effectively integrates data from PMS, booking engines, loyalty systems, marketing channels, and third-party technologies.

Product Execution

• Partner with engineering to deliver high-quality SaaS products with strong reliability, scalability, and performance.
• Lead product lifecycle management from discovery and design through delivery and optimization.
• Establish strong product management processes, product discovery frameworks, and customer feedback loops.
• Use data and metrics to guide product prioritization, adoption, and product-market fit.

Customer & Market Leadership

• Engage directly with strategic customers to understand CRM needs, guest engagement challenges, and evolving market demands.
• Represent the product vision internally and externally with customers, partners, and industry stakeholders.
• Monitor competitive trends across CRM, CDP, marketing automation, and hospitality technology platforms.

Cross-Functional Leadership

• Partner closely with:
  • Engineering to drive technical innovation
  • Customer Success to ensure strong product adoption
  • Sales & Marketing to position CRM capabilities in the market
  • Data and AI teams to unlock customer insights
• Serve as a key member of the product and technology leadership team.

Team Leadership

• Build, lead, and mentor a high-performing product management team.
• Establish a strong culture of customer-centricity, experimentation, and continuous innovation.
• Develop product leaders who can scale with the company’s growth.

Qualifications

• 12+ years of product management experience, including leadership roles in SaaS platforms, CRM technologies or data-driven products.
• Proven experience building and scaling CRM, CDP, marketing automation, or customer engagement platforms.
• Strong understanding of customer data architecture, APIs, integrations, and SaaS platform design.
• Demonstrated experience designing, launching, or managing AI-powered product capabilities, such as predictive analytics, segmentation, personalization, recommendations, or intelligent automation.
• Working knowledge of machine learning and generative AI concepts, with the ability to translate AI capabilities into practical, customer-facing CRM features (depth not required; applied fluency required).
• Experience using AI in day-to-day product leadership, including product discovery, roadmap planning, data analysis, decision support, and workflow efficiency.
• Strong understanding of data privacy, security, and responsible AI principles as applied to enterprise customer data platforms
• Experience delivering data-driven personalization and marketing technologies.
• Proven ability to lead cross-functional teams (engineering, data, AI, marketing, customer success) in fast-growing SaaS organizations.
• Exceptional communication and executive leadership skills.
• Hospitality technology experience is a plus.

Success in This Role

Success in this role means:

• Building a market-leading hospitality CRM platform
• Delivering innovative data-driven guest engagement capabilities
• Driving customer adoption and product growth
• Scaling the product organization to support Cendyn’s long-term vision.

AI & Intelligent Product Leadership

AI Strategy & Productization

• Define and own the AI strategy for the CRM platform, ensuring AI capabilities are directly tied to measurable customer and business outcomes (conversion, retention, revenue, efficiency).
• Identify, prioritize, and deliver AI-driven features including predictive segmentation, propensity modeling, personalization, next-best-action, and intelligent automation across the guest lifecycle.
• Translate advances in machine learning and generative AI into pragmatic, scalable CRM capabilities that can be safely deployed in enterprise hospitality environments.

Day-to-Day Use of AI in Product Management

• Use AI tools regularly to accelerate product discovery, including synthesizing customer feedback, analyzing usage data, and identifying patterns in guest behavior and campaign performance.
• Leverage AI to support roadmap planning and prioritization, scenario modeling, and impact analysis across initiatives.
• Apply AI-assisted workflows to improve PRD quality, backlog refinement, acceptance criteria clarity, and cross-team alignment.
• Promote AI-enabled experimentation by embedding A/B testing, model evaluation, and continuous learning loops into normal product operations.

AI, Data & Platform Collaboration

• Partner closely with Data Science, Engineering, and Platform teams to ensure AI models are production-ready, explainable, observable, and continuously improved.
• Ensure AI capabilities are built on trusted, well-governed customer data, with clear lineage, privacy controls, and compliance with enterprise and regional regulations.
• Drive alignment between CRM workflows and AI outputs, ensuring insights and predictions are actionable within marketer and operator experiences.

Responsible & Scalable AI

• Establish product standards for responsible AI, including transparency, bias awareness, data privacy, and human-in-the-loop controls.
• Balance innovation speed with enterprise reliability, security, and trust, particularly for customer-facing and revenue-impacting AI features.