Senior Product Manager

Fútbol, fans, followers, and first-party data: the LALIGA flywheel. Marie Janine Murmann June 15, 2026 Football is so much more than just ninety minutes of athleticism and teamwork. It's a force that builds communities and unites people through a shared passion for el juego. From tension to pure joy, Tealium Inc. has all witnessed this rollercoaster of raw emotion. At the end of the day, football would be absolutely nothing without its fans. "We always talk about fans. And for us, the most important thing is to put the fan front and center." These were the opening words of Bernardo Hermoso, Director of Growth & Data Intelligence at LALIGA, as he took the stage at Tealium's flagship event, Digital Velocity, in London. When you think of LALIGA, world-class Spanish football, legendary rivalries, and packed stadiums immediately come to mind. But behind the scenes of its 42 first- and second-division clubs lies another powerhouse: a sophisticated data and technology operation supporting fan engagement at scale. "This is not about creating products. This is about creating experiences that delight our users," Bernardo said, as he broke down exactly how the league shifted from a traditional marketing funnel to an always-on, data-driven fan flywheel. Fútbol, followers, and first-party data foundations. LALIGA boasts a massive global footprint with over 270 million social media followers. But as Bernardo pointed out, having millions of followers is meaningless if you don't know who they are. LALIGA needed to move from raw data to contextual understanding, knowing not just that a fan exists, but how they behave in real-time. Where to start? Unify your data. Because, as Bernardo emphasized, "There is no growth, there is no fan engagement, and there is no strategy without data. So data for us is really key, and probably the most important of our growth pillars." To fix their fragmented data and overhaul the fan experience, LALIGA partnered with Tealium to build a seamless, unified data layer. Bernardo explained exactly how that infrastructure changed the game. "We bring all of this data together into our central platform, blending zero- and first-party data to create a single identity: the MILIGA ID," he said. "Tealium plays an important role in helping us connect, orchestrate and activate data across different touchpoints in our ecosystem. In the end, all of this rich information allows us to build cluster segmentation dashboards and instantly activate our marketing tools." Inside the MILIGA ecosystem. MILIGA is the centralized loyalty platform that provides fans with a Single Sign-On (SSO) experience. The platform attracts 1.7 million users per year, with more than 1.2 million users having accepted profile consent - a critical milestone for GDPR compliance and data-driven personalization. With one single account, a fan can seamlessly access the LALIGA official app and the Fantasy gaming platform, allowing the organization to activate over 50 hyper-personalization parameters to tailor every interaction to individual tastes. As part of LALIGA's broader data and marketing technology ecosystem, Tealium supports real-time orchestration and activation across fan touchpoints. The moment a fan scans a QR code to vote for the MVP of a match, an immediate email confirmation is triggered, followed by AI-driven smart reminders timed perfectly for the next matchday. To protect the fan experience, built-in AI saturation controls automatically pause communications for over-engaged users to prevent fatigue. This hyper-personalized, "always-on" approach ensures every notification lands exactly when a fan is most likely to respond. The strategy has dramatically boosted engagement, yielding an impressive 37.8% open rate on high-value lifecycle campaigns like LALIGA's personalized birthday discount flows. Empowering the clubs. LALIGA shares this infrastructure and marketing expertise with its individual clubs through four key initiatives to grow their own fanbase. Over thirty clubs utilize LALIGA's shared web and app platform, while thirty leverage its centralized marketing automation system. Additionally, LALIGA shares high-value fan insights with more than twenty clubs to fuel their local marketing strategies, and a dedicated central team provides hands-on performance and acquisition consultancy to over twenty clubs. Looking around the packed room, the audience finally saw the full picture of LALIGA as a centralized data and technology powerhouse. "It is not just about acquiring users; this is about creating sustainable engagement growth." With those final words, Bernardo wrapped up an insightful session that left the room buzzing. The Digital Velocity audience walked away not just eager for their next matchday, but ready to apply LALIGA's data blueprint to their own teams and businesses to create better engagement with their own fans aka customers. Watch Bernardo's full session (12 mins) here. Marie Janine Murmann - Regional Marketing EMEA 9605 Scranton Rd. Ste. 600 San Diego, CA 92121 +1 (858) 779-1344

Architect Arc Sydney and Melbourne: Turning AI ambition into real-time execution. Ross Macrae June 11, 2026 AI is no longer a side conversation inside the enterprise. The question has shifted from "Should we invest in AI?" to "How do we operationalise it in a way that is useful, governed, and measurable?" That was the thread running through Tealium's recent Architect Arc events in Sydney and Melbourne, where Tealium Inc. brought together data architects, engineers, platform owners and AI leaders to explore what it really takes to move from AI experimentation to production-grade execution. Having been in the room for these sessions, and presenting as part of the series, what stood out most was how quickly the conversation has matured. There is still plenty of excitement around AI, but the focus has clearly moved beyond hype. People are now asking sharper, more practical questions: How do Tealium Inc. connect the right data to the right models? How do Tealium Inc. make AI useful in a live environment? And how do Tealium Inc. do it in a way that is governed, scalable and grounded in business value? Across both cities, the discussion centred on a common challenge: getting AI into production. The blocker is often not the model itself, but the infrastructure behind it - the ability to connect context, consent, decisioning and action in real time. That is where Tealium's role came into focus throughout the series, as a real-time context layer for AI that connects customer touchpoints, data clouds, AI platforms and downstream engagement systems with governed, actionable data in motion. Three practical AI patterns stood out. One of the strengths of Architect Arc was that it grounded the AI discussion in practical patterns that teams can apply now. The first was AI connector-style decisioning, using prompt-based and low-code integrations with services such as Amazon Bedrock, OpenAI, Anthropic and Vertex AI. This pattern helps teams move quickly by connecting AI services directly into operational workflows without needing to rebuild everything from scratch. The second was Invoke Your Own Model (IYOM), which gives organisations a way to use their own models for real-time scoring and recommendations while keeping those models in their own cloud environment. For teams that want more control over architecture, governance and performance, this offers a practical path from experimentation to activation. The third was real-time context for AI agents. This is where the conversation became especially compelling. AI agents become far more useful when they can retrieve profile data, interpret signals, update state, respect consent and trigger actions across systems as part of the same interaction. In other words, intelligence alone is not enough. AI becomes valuable when it is connected to live customer context and operational systems. From presentations to hands-on working sessions. Architect Arc was intentionally built as more than a speaker series. The day moved from presentations into live demos and then into hands-on working sessions, giving attendees a clearer view of what it takes to operationalise AI in practice. Having seen the demos, and witnessed the art of the possible, it was illuminating to hear what topics were top of mind for attendees in those workshop sessions. They ranged from the functional - "we've got a chatbot, but it only knows about our products and services, not the customer it is interacting with" - to the evaluative "how do Tealium Inc. know that Tealium Inc. can rely on an AI decision?", "how do we govern AI agents?" - to the pragmatic "what can we allow the agent to decide to do vs what should we prescribe as a process that is deterministically followed?" and "when is it safe to release an agent into production?". And there were lots of use case ideas, like "do we think this customer has a pet?", "make a personalised newsletter subscription offer", "is this customer about to churn?", "create the perfect bundle of products for this customer". Attendees left enriched by the discussion and shared experiences, with practical ideas for putting their AI use cases into action and Tealium Inc. look forward to helping drive successful outcomes. Another big part of that experience was seeing Tealium capabilities brought to life through live demonstrations, including Tealium Mobile SDK. Rather than talking about AI and real-time customer context in the abstract, these demos showed what it looks like when customer signals are captured, stitched together and activated in ways that support more responsive, context-aware experiences. It made the conversation feel much more immediate because people could see the mechanics, not just the messaging. The live-build session added another layer of depth. I led a practical walkthrough on how to build an agent, showing how real-time data, orchestration and AI workflows can come together in a usable architecture. Seen as one of the highlights of the day, it gave attendees the chance to move beyond theory and see how these ideas actually come together. Instead of leaving with abstract inspiration, teams could connect the dots between architecture, workflows and real-world use cases they could take back into their own environments. Bringing AI and customer context to life. Another standout element was the Architect Arc Café app, which gave attendees a live, customer-style experience of Tealium capabilities in action. The app supported coffee and food ordering, agenda access, the AI Accelerator offer and AI-powered food pairing recommendations that combined on-device AI, cloud AI connectors and rules-based fallback logic. It also pulled live visitor profiles via Moments API, with PRISM handling event capture, identity stitching and the full data layer. What I particularly liked about this part of the experience was that it made the broader story feel tangible. Instead of talking about real-time data and AI in theory, attendees could interact with an experience that showed how these pieces work together in practice. It turned the day's central message into something people could actually see and use. More importantly, it reinforced a simple point: AI delivers more value when it is connected to identity, consent, orchestration and real-time action rather than operating in isolation. The takeaway: AI needs a real-time context layer. If there was one idea that connected the Sydney and Melbourne events, it was this: organisations do not just need AI tools. They need a real-time context supply chain that helps models and agents understand who they are interacting with, what matters right now, what they are allowed to do and how each outcome should inform the next decision. That is the opportunity Tealium is helping customers unlock, whether they are starting with AI connectors, operationalising existing models through IYOM or building agentic experiences powered by real-time customer context. What I left both events thinking was that the market is moving quickly, but also more thoughtfully. The appetite is there, but so is the need for practical architecture, governance and clear paths to value. For the teams that joined Tealium Inc. in Sydney and Melbourne, the next step is not more theory. It is follow-up: refining the use cases identified during the day, moving the best ideas into live evaluation and turning AI ambition into production outcomes. If your team is focused on turning AI ambition into execution, explore Tealium for AI to see how real-time customer data can power more relevant, governed AI experiences. Ross Macrae Field CTO, APJ 9605 Scranton Rd. Ste. 600 San Diego, CA 92121 +1 (858) 779-1344

Tealium, a customer data orchestration platform, has unveiled new AI features including AI at the Edge, AI Decisioning and configuration capabilities. The company announced the updates following its Digital Velocity conferences in New York City and London. The new releases include a Mobile SDK enabling on-device transformations and edge AI inference, and AI Decisioning supporting real-time insight generation such as churn scores. Tealium also introduced a Configuration Agent powered by Model Context Protocol, allowing teams to configure the platform using natural language prompts through tools like Claude and Gemini. The company launched an AI Partner Ecosystem featuring bi-directional connectors for OpenAI and Amazon Bedrock, plus integrations with Pinecone and LangChain. More than 850 global businesses currently use Tealium's platform.