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

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.