Sarah Sanders, Senior Product Manager

Tell us what you do at CDP and what a typical day might look like for you:

I joined CDP in January 2026 as the Senior Product Manager for the Audience Activation Platform (AAP). There is a saying in product, "Product Management is falling in love with customer problems, not solutions" so I spend a lot of my time trying to understand the problem space from the perspective of end users. Through curated customer research studies and structured feedback sessions, I am able to gather data and information that allows me to represent the voice of the customer in articulating "the What" and "the Why" around pain points and disjointed workflows.

There are no two days that are the same in Product (which is why I love it!) – however, it can become very cyclical in nature. Creating new features and refreshing existing features follow the Product Development Lifecycle: Research -> Ideation -> Concept Development & Prototyping -> Concept Testing -> Engineering & Development -> Marketing -> Launch -> REPEAT! Our goal in product is to bring the right features to the right users at the right time.

What inspires/excites you about your work?  

Would it be cheesy to say everything? In addition to spending time with clients, I love interfacing with different members of different teams across the organization - learning from each other and delivering results as a group. I chose Product Management (or maybe Product chose me) because I love to do a little bit of everything - sales, marketing, technology, analytics, design, finance - but don't want to do one single thing full time! Product allows me to be both strategic and tactical in these business areas, depending on the needs. Because product sits at the intersection of the Business and the Technology - I spend a lot of time with technology partners understanding the best "How" to address the "What." Taking all of these perspectives into account is so much fun!

If you weren't working at CDP, what would your dream job be?  

My dream job is and always will be to be on the team of individuals who name nail polish colors. Have you ever seen the color names? They are completely random, expertly crafted, and very rarely - if ever - have anything substantive to do with the actual color. I just think that would be so entertaining to just spitball short phrases all day long with no wrong answer.

What are you watching/streaming/reading/listening to these days? 

The Dave Matthews Band!!! For it is Summer, the Dave Matthews Band is touring and I must go. You can almost always catch me reading a thriller – I love a good "who done it?" with a wild twist at the end.

What's something you've always wanted to try or learn to do?  

Grow grapes and make wine! My husband, James Sanders, and I have a retirement dream of owning a vineyard. And since wine doesn’t grow on the vines directly, I guess that means we need to learn the process!