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

- Growth opportunities 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.

📌 Senior Manager, Marketing - Consumer Experience (CRM & 1PD) (Gurugram)
🏢 The Coca-Cola
📍 Gurugram