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.