Job highlights

- 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. . Primary Location: Gurugram,India. Role Type: Individual Contributor. Reports into: Vice President Marketing INSWA OU

Job Summary The Senior Manager, Marketing - Consumer Experience (CRM First-Party Data (1PD)) will be responsible for building and scaling Coca-Cola Indias 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-Colas 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 robust experience in leveraging data and technology platforms to drive engagement at scale. Primary Location: Gurugram, India

Role Type: Individual Contributor

Reports into: Vice President Marketing INSWA OU

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-Colas 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.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 Sr Manager, Marketing - Consumer Experience (CRM & 1PD) (Gurugram)
🏢 Hindustan Coca Cola Beverages (hccb)
📍 Gurugram