Treasure Data, the Intelligent Customer Data Platform (CDP) built for enterprise scale and powered by AI, announced the appointment of Rafael (“Rafa”) Flores as its new Chief Product Officer (CPO). Flores returns to Treasure Data after most recently serving as VP of Product at 6sense, where he led groundbreaking work in generative and predictive AI, embedded CDP, and revenue-generating product strategy.
As CPO, Flores will drive Treasure Data’s product roadmap into its next phase of innovation, further solidifying its position as an Intelligent CDP, powered by AI, which helps enterprises increase revenue, reduce costs, and deliver hyper-personalized customer experiences at scale. This is critically important in today’s market, as global brands cannot compromise on security, compliance, and agility, especially as they embrace AI.
“Treasure Data is uniquely positioned to lead the CDP market into the uncharted waters of AI – ensuring that large companies can power their cost-saving, efficiency-driving agentic AI initiatives with the same attention to data accuracy, privacy, and governance that fuels the rest of their customer engagement strategies,” said Flores. “I’m excited to return to Treasure Data to build upon its incredible foundation of being a market-leading CDP and ensure brands are equipped to meet the moment of AI.”
Leading with AI and data to drive business outcomes
Flores’ appointment comes at a pivotal time as Treasure Data doubles down on its vision for AI-first innovation, measurable outcomes and results, and faster time to value across its global customer base. His priorities include:
- Elevating the Diamond Record. This leapfrogs the outdated CDP concept of the “golden record” by unifying first-, second-, and third-party data into a single source of truth that can be activated across the entire ecosystem in real-time – without limits to scale, channels, or use cases. No matter what systems are in a company’s stack, the Diamond Record is the single, embeddable source of truth that works across all ID graphs to enable intelligent targeting, analysis, and AI.
- Driving AI innovation and adoption through the AI Agent Foundry. Built directly atop the Diamond Record, the AI Agent Foundry unlocks a new level of precision, governance, and scalability for AI. By infusing the unmatched data accuracy of the Diamond Record into every autonomous AI agent, the AI Agent Foundry ensures each brand’s vital data and access controls remain airtight across all touchpoints. Meanwhile, the built-in Audience Agent helps build high-value segments and boosts real-time targeting power.
- Accelerating the reality of 1:1 personalization with AI. Treasure Data turns the complexity of 1:1 targeting into a highly efficient reality with AI Decisioning and Real-Time Personalization. With in-the-moment decisioning derived from a combination of AI signals, real-time data streams, and historical context, Treasure Data enables unparalleled hyper-personalization exactly when it matters, turning every customer interaction into a perfectly timed and relevant experience.
A proven leader in product strategy and AI at scale
Flores brings deep experience scaling enterprise-grade SaaS platforms and building product organizations rooted in customer value, operational rigor, and speed to innovation. His return strengthens Treasure Data’s leadership bench as the company accelerates momentum across global markets, following significant customer adoption in industries like retail, 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 customers need from a CDP as they bring AI into ways of working. His leadership will be key as we enter the next phase of our journey and bring 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 CDP market with a platform purpose-built—not retrofitted—for the AI era. Unlike stitched-together cloud suites and expensive warehouse-native stacks that tend to prioritize complexity over outcomes, Treasure Data starts with the business user in mind.
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