Senior Manager, Marketing - Consumer Experience (CRM & 1PD)

Job Description Summary

Primary Location

Gurugram, India

Role Type

Individual Contributor

Reports into

Vice President Marketing INSWA OU

The Senior Manager, Marketing – Consumer Experience (CRM \& First-Party Data (1PD)) will be responsible for building and scaling Coca-Cola India's consumer relationship marketing capabilities through data-driven engagement, audience strategy, lifecycle marketing, and personalization. This role will lead the development of a robust first-party data ecosystem that enables deeper consumer understanding, improves marketing effectiveness, and drives measurable business outcomes across Coca-Cola's brand portfolio. The individual will work at the intersection of Marketing, Data \& Analytics, MarTech, Media, Privacy, and Digital Product teams to unlock the value of consumer data and establish a future-ready CRM capability. The ideal candidate combines strategic thinking with hands-on CRM expertise, a deep understanding of consumer journeys, and strong experience in leveraging data and technology platforms to drive engagement at scale.

What You’ll Do for Us

• Own \& evolve the First-Party Data (1PD) \& CRM strategy, leading the end-to-end Collect–Activate–Nurture flywheel to deliver measurable brand, consumer \& business growth.
• Transform first-party data, CRM, \& marketing technology capabilities into deeper consumer relationships, personalized engagement at scale, \& increased consumer lifetime value across Coca-Cola's portfolio.
• Leverage advanced analytics, data science, \& predictive modelling to uncover consumer insights, identify high-value audiences, define personas \& need states, map consumer journeys, \& determine Next Best Actions.
• Lead the personalization strategy by defining who to engage, when and where to engage them, and what message or experience will drive the greatest impact.
• Develop and manage strategic data partnerships with key customers, platforms, and ecosystem partners to enhance consumer understanding, enrich data assets, and unlock activation opportunities, including through DCR-based solutions.
• Drive external benchmarking, innovation, and thought leadership by identifying emerging best practices, building award-worthy case studies, and representing The Coca-Cola Company in industry forums and recognition platforms.

Champion a culture of experimentation and transformation by embedding always-on, data-led consumer engagement models alongside campaigns and scaling CRM-led marketing capabilities across brands and categories

• Qualifications \& Requirements
• 10-12 years in data-driven marketing, CRM or lifecycle marketing, or consumer data roles, ideally in consumer or CPG companies; MBA preferred
• Hands-on depth in CRM platforms, CDP and first-party data activation/ marketing automation;
• Proven track record of implementing data-driven consumer engagement strategies at scale.
• Experience managing cross-functional initiatives involving marketing, technology, data, and analytics teams.
• Mastery of (required): Digital, data-driven marketing; CRM \& lifecycle engagement; FPD strategy, Digital transformation, Attribution and measurement frameworks
• Broad expertise in (good to have): Personalization and audience planning, Martech platforms \& ecosystem (CDP, CRM \& marketing automation, identity); AI applications in marketing; media and e-commerce data.
• Working fluency in AI-enabled marketing use cases.

E-commerce, media or brand marketing experience is a plus

• Leadership Competencies
• Cross-functional leadership, Problem solving and decision making, Executive communication and storytelling, Learning agility and innovation mindset
• Operates as a strategic leader capable of shaping enterprise-level CRM and consumer data capabilities.
• Influences senior stakeholders across Marketing, Digital, Data, Technology, and Commercial functions.
• Translates long-term consumer and business needs into scalable data and engagement strategies.

Leads complex transformation initiatives with measurable business outcomes.

• Working Relationships
• OU marketing leadership, Digital Data \& AI team, brand and IMX team.
• OU + Global Martech leads; global \& other OU data strategy networks.
• Digital operations \& technology teams; Legal, Privacy and Security.

Bottlers, agencies, and key external digital platforms and partners in the India and South-West Asia ecosystem.

• Success Measure
• CRM and lifecycle metrics: ORs, CTRS, engagement, retention, frequency, and movement in consumer LTV, incremental business impact.
• Growth and quality of the first-party consumer database: identity, consent and data richness.
• Adoption and active usage of CRM and CDP platforms, journeys and playbooks across markets.
• Measurable uplift in data and AI fluency and ways of working in marketing teams.

Improved marketing ROI through data-driven audience activation.

• What can help you be successful in this role?

Growth Behavior

• Growth Mindset: Demonstrates Curiosity. Welcomes failure as a learning opportunity.
• Smart Risk: Makes bold decisions/recommendations.
• Externally Focused: Understands the upstream and downstream implications of his/her work.
• Performance Driven \& Accountable: Has high-performance standards. Outperforms her/his peers.
• Fast/Agile: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and at a fast pace.

Empowered

Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.

• Leadership Behavior
• Act Like an Owner: Deliver results, creating value for our brands, our System, our customers and key stakeholders.
• Collaborate with the System, Customers and Key Stakeholders
• Develops Self and Others: Develop self and support others' development to achieve their full potential.

Drive Innovation

Generate new or unique solutions and embrace new ideas that help sustain our business.