Treasure Data Appoints Rafael Flores as Chief Product Officer to Drive AI-Driven CDP Innovation and Scalability
In a strategic move to accelerate its leadership in the Customer Data Platform (CDP) market, Treasure Data, the Intelligent CDP powered by AI, today announced the appointment of Rafael (“Rafa”) Flores as its new Chief Product Officer (CPO). Flores, who previously served as VP of Product at 6sense, returns to Treasure Data with a proven track record of driving innovation in generative and predictive AI, embedded CDPs, and revenue-generating product strategies. As CPO, Flores will spearhead Treasure Data’s product roadmap into its next phase of innovation, reinforcing its position as an enterprise-scale Intelligent CDP that helps global brands increase revenue, reduce costs, and deliver hyper-personalized customer experiences.
This announcement comes at a critical time for businesses navigating the complexities of AI adoption while maintaining stringent standards for data accuracy, privacy, and governance. Treasure Data’s platform is uniquely positioned to address these challenges, offering a robust foundation for AI-driven initiatives without compromising on security or compliance.
Leading the Charge in AI-Driven Customer Data Innovation
Flores’ appointment underscores Treasure Data’s commitment to advancing its vision of AI-first innovation, measurable business outcomes, and faster time-to-value for its global customer base. His priorities include several key initiatives designed to elevate the platform’s capabilities:
1. Elevating the Diamond Record
The concept of the “golden record” has long been a cornerstone of CDPs, but Treasure Data is taking it a step further with the Diamond Record. This innovation unifies first-, second-, and third-party data into a single, embeddable source of truth that can be activated across an entire ecosystem in real-time—without limitations on scale, channels, or use cases. The Diamond Record works seamlessly across all ID graphs, enabling intelligent targeting, analysis, and AI-powered decision-making.
“Treasure Data is uniquely positioned to lead the CDP market into the uncharted waters of AI,” said Flores. “I’m excited to return to Treasure Data to build upon its incredible foundation and ensure brands are equipped to meet the moment of AI with solutions that balance innovation and governance.”
2. Driving AI Innovation with the AI Agent Foundry
Built directly atop the Diamond Record, the AI Agent Foundry represents a groundbreaking advancement in AI precision, governance, and scalability. By infusing the unmatched data accuracy of the Diamond Record into every autonomous AI agent, the AI Agent Foundry ensures that vital data and access controls remain airtight across all touchpoints. Additionally, the built-in Audience Agent empowers brands to build high-value segments and enhance real-time targeting capabilities, driving better customer engagement and ROI.
3. Accelerating 1:1 Personalization with AI Decisioning
One of the most significant challenges in modern marketing is achieving true 1:1 personalization at scale. Treasure Data addresses this with AI Decisioning and Real-Time Personalization, turning complex targeting into a highly efficient reality. By leveraging AI signals, real-time data streams, and historical context, Treasure Data enables hyper-personalized customer experiences exactly when they matter most. Every interaction becomes perfectly timed and relevant, transforming customer engagement into a competitive advantage.
A Visionary Leader with Proven Expertise
Flores brings extensive experience scaling enterprise-grade SaaS platforms and building product organizations rooted in customer value, operational rigor, and speed to innovation. His leadership strengthens Treasure Data’s executive team as the company accelerates its momentum across global markets, particularly in industries like retail, consumer packaged goods (CPG), and automotive.
“Rafa is a visionary with a rare combination of product depth, operational focus, and knowledge of global markets,” said Kaz Ohta, CEO and co-founder of Treasure Data. “He understands what enterprise customers expect from an Intelligent CDP and what they need as they integrate AI into their workflows. His leadership will be instrumental as we enter the next phase of our journey and deliver even more value to our customers through intelligent data and embedded AI.”
Built for the AI Era, Designed for Enterprise Scale
Treasure Data stands apart in the crowded CDP landscape with a platform purpose-built—not retrofitted—for the AI era. Unlike legacy systems that prioritize complexity over outcomes, Treasure Data starts with the business user in mind, offering a seamless and scalable solution for managing customer data.
Key benefits of working with Treasure Data include:
- Prove Value Before Committing: CDPs are a significant investment, and Treasure Data offers a proof-of-concept (POC) process that demonstrates value within as little as one week. Customers can test real integrations, data unification, and analytics before making a commitment.
- Flexible Transition with the CDP Trade-Up Program: Treasure Data’s CDP Trade-Up Program provides companies with the flexibility to transition from their existing CDP contracts to Treasure Data without vendor lock-in, helping them contain costs while unlocking immediate value.
- Trusted by Global Brands and Analysts: Treasure Data has earned recognition as a leader in the B2C CDP space from independent analyst firms such as Forrester and IDC. The platform powers customer engagement for over 80 Global 2000 companies, including industry giants like AB InBev, Nestlé, Stellantis, and Yum! Brands.
Empowering Enterprises to Thrive in the Age of AI
As businesses increasingly rely on AI to drive efficiency and customer engagement, Treasure Data’s Intelligent CDP offers a future-proof solution that balances innovation with governance. With Flores at the helm of product strategy, the company is poised to redefine how enterprises harness the power of AI and customer data to achieve measurable business outcomes.
To learn more about how Treasure Data is shaping the future of customer data management and AI-driven personalization, visit Treasure Data’s website. Follow them on social media for the latest updates: LinkedIn, Twitter, and Facebook.
With its unwavering focus on innovation, scalability, and customer-centric solutions, Treasure Data is leading the charge in transforming how enterprises engage with their customers in the age of AI.
