Product Manager, Audience Products

About Tunnl

Tunnl is building a future where artificial intelligence enables organizations to connect meaningfully with the people who matter most. We help organizations conduct research at scale, define the right audiences, surface real-time insights, identify optimal communication channels, and measure changing attitudes over time.

Tunnl serves brands, agencies, and advocacy groups alike - organizations navigating complex communications, reputational, and regulatory landscapes. These teams need smarter, faster ways to make audience-informed decisions that stand up to scrutiny and resonate across stakeholder groups. Whether you're building a brand, shaping public opinion, managing risk, or launching a new initiative, Tunnl empowers you to move from insight to impact with clarity & confidence.

Role Overview

The Product Manager, Audience Products owns Tunnl's audience portfolio end to end — the platform surfaces where audiences are discovered and built, the audiences themselves, and the distribution channels that get them to market. This is the senior product seat on the audience side of the platform, accountable for both the user experience and the commercial performance of Tunnl's audiences.

This role requires commercial curiosity and market awareness. The PM should actively learn the audience marketplace ecosystem, the influence audience ecosystem, understand how partners and competitors differentiate, and think creatively about how Tunnl's audiences can drive downstream revenue.

This role also considers and balances the importance of paywalls and what Tunnl exclusively makes available to platform subscribers. This will involve balancing opportunities for the Platform Sales team and the Partnerships Sales team. PM must:

• Understand what DSP integrations are being built and why

• Advocate for audience-build needs

• Collaborate closely with Partnership PM and Engineers to ensure alignment

• Help set both Platform Sales and Partnerships Sales up for success

• Own strategy around Tunnl Halo audiences, Tunnl Pre-Built audiences, and Tunnl Marketplace audiences

• Develop new audiences offerings and support GTM

This role is sized for a mid-level PM with 5–7 years of experience, ideally with exposure to data products, audience or segmentation tools, ad tech, or marketplace dynamics.

What You'll Do:

Audience Platform Surfaces

• Own the end-to-end product lifecycle for Tunnl's audience-facing surfaces, from requirements through build, launch, and iteration:

  • Audience Explorer (discovery, comparison, evaluation)

  • Audience Builder (combination logic, filters, sizing, guardrails)

  • Manage Audiences (status, ownership, lifecycle, metadata)

  • Audience Library (catalog browsing and export)

  • Halo Audience Platform experience

• Ensure these surfaces are intuitive, searchable, scalable, and aligned with how users discover and activate audiences

• Unblock engineering by driving decisions, resolving ambiguity, and aligning stakeholders

• Play a key role in sprint execution and planning, acting as a conduit between Product and Engineering to ensure audience priorities are clearly defined, advocated for, and delivered

Audience Portfolio Lifecycle

• Own the ongoing health of all audiences in the platform, including regular refreshes at a set and clearly communicated cadence, deprecation and cleanup of underperforming or outdated audiences, and clear lifecycle states

• Decide which audiences Tunnl builds, refreshes, and sunsets based on commercial demand, engagement data, and strategic positioning

• Define metadata standards for audience tables and ensure they're complete, accurate, and consistently structured to support platform discovery, sales enablement, and partner distribution requirements

• Coordinate with Strategic Research on inputs from the National Omnibus Survey to translate research signal into audience product decisions

Downstream Distribution & Partnerships

• Own the Product side of audience distribution to external marketplaces (StackAdapt, The Trade Desk, and others as the program expands)

• Decide which audiences are distributed where, based on demand, revenue opportunity, and cannibalization risk

• Work closely with the Partnerships team to ensure audiences are properly mapped, named, packaged, and labeled for each partner

• Maintain naming conventions, pricing strategy inputs (e.g., CPM positioning), and guardrails for marketplace audiences

Revenue & Engagement Accountability

• Track and assess audience performance, including revenue generated from audience usage, engagement and adoption across audience surfaces, and downstream activation rates

• Partner with Revenue and Partnerships to understand which audiences are selling, which are underperforming, and where product changes could unlock additional usage or revenue

• Use performance data to recommend audience improvements, consolidation, or sunsetting

Cross-Functional Communication & Enablement

• Communicate across Product, Engineering, Revenue, and Partnerships and allow for informed input before drafts are finalized

• Maintain clear documentation of audience definitions, metadata standards, known limitations, and best practices

• Enable internal teams (Sales, Account Management, Partnerships) to confidently position and use audiences with clients

What Success Looks Like

• Audience revenue and engagement grow quarter over quarter

• High-value audiences are reliably distributed to the right marketplaces

• Audience surfaces are used, not merely available (measurable engagement across Explorer, Builder, Manage Audiences, and Library)

• Underperforming or outdated audiences are identified and cleaned up quickly

• Buyers can easily find, evaluate, and activate the right audiences

• Engineering work is unblocked by clear decisions and strong product ownership

Required Qualifications

Experience

• 5–7 years of product management experience, ideally with a portfolio that includes data products, audience or segmentation tools, ad tech, or marketplace platforms

• Demonstrated ownership of a product area end to end, including lifecycle decisions (what to build, refresh, sunset) and commercial outcomes (revenue, adoption, engagement)

• Experience working with engineering teams in an agile environment; comfortable driving sprint planning, scoping, and prioritization

• Bachelor's degree or equivalent practical experience

Domain Knowledge

• Working understanding of the audience marketplace ecosystem; familiarity with DSPs (The Trade Desk, StackAdapt), data partners (LiveRamp), and how audiences are packaged, distributed, and activated downstream

• Comfortable with the mechanics of audience construction (segmentation logic, modeling, refresh cycles) and the tradeoffs between audience quality, size, and commercial viability

• Familiarity with survey methodology or research-driven data products is a plus, as is exposure to political, advocacy, or issue-based advertising

Core Skills

• Strong commercial instincts; can connect product decisions to revenue and engagement outcomes and prioritize accordingly

• Clear, concise written communication; produces strong first drafts of memos, requirements, and strategy documents without heavy editing

• Comfortable making tradeoff decisions with incomplete information and defending them to stakeholders across Product, Engineering, Revenue, and Partnerships

• Data-fluent; can pull and interpret usage and revenue data to inform portfolio decisions, and knows when to ask for deeper analysis

• Skilled at unblocking engineering through decisive product ownership rather than escalation or deferral

Working Style

• Operates with autonomy on owned scope; brings recommendations rather than open questions to leadership

• Strong cross-functional collaborator; can work effectively with Revenue, Partnerships, and Account Management without losing product judgment

• Bias toward documentation and durable artifacts (requirements, metadata standards, partner-ready specs) over verbal handoffs

Mindset

• Commercially curious; actively tracks the competitive landscape and brings outside-in perspective to portfolio decisions

• Comfortable owning both the strategic shape of the portfolio and the operational details that make it work

• Pragmatic about tradeoffs between platform polish and commercial impact

Why You Should Apply:

• Join a team driven by curiosity, teamwork, integrity, and a shared passion for solving big challenges.

• A friendly, welcoming, and supportive culture with regular social and team events.

• Comprehensive benefits with excellent medical, vision, and dental coverage.

• Health Savings Account (HSA) and Flexible Spending Account (FSA) options.

• Employer-paid life insurance & short-term & long-term disability, with other voluntary additional coverage available (accident, critical illness, hospital indemnity).

• Flexible hybrid work policy.

• Flexible paid vacation plus 80 hours of paid sick leave.

• 10 paid company holidays per year.

• 401(k) plan with 100% match up to 3%, plus 50% match up to 5% (subject to IRS limits).

• Cell phone reimbursement stipend.

• Monthly parking or commuter stipend for VA-based employees.