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.

 

 

What We Can Do For You 

• Career growth and development: Leveraging our boundaryless network, we provide access to educational platforms and provide coaching, mentoring and feedback, as a part of our Leadership & Development process.
• Diverse and inclusive culture: You’ll be embraced for who you are and empowered to use your voice to help others find theirs. We want to make our culture inevitable.
• International Experience: Become part of international projects and work along multicultural teams, through our global network.

Skills:

Agency Management, Communication, Connections Planning, Creativity, Digital Media, Digital Signage, Google Analytics, Group Problem Solving, Marketing Campaigns, Marketing Strategies, Microsoft Office, Negotiation, Paid Search Marketing, Programmatic (Inactive), Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Teamwork, Videography, Waterfall Model

Location(s):

India

City/Cities:

Gurugram

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

November 27, 2026

Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.