Director, CRM and Data Integration

The Director, CRM & Data Integration is the single accountable owner for turning first-party consumer data into ongoing consumer growth across the North America Operating Unit. This role leads the audience, CRM, loyalty, and data-integration strategy, including defining the business use cases, consumer-growth priorities, audience approach, activation requirements, and intended outcomes. The Director establishes the strategic direction and governance that connect consumer identity, first-party data activation, audience products, CRM, Nurture+, partner data innovation, and measurement into one growth roadmap.

Working across Marketing, MarTech, Data, Media, Commercial, Customer, Legal, Privacy, platform, and agency teams, this leader will translate business priorities into clear audience, lifecycle, loyalty, and data requirements. The role ensures CRM, audiences, journeys, and measurement operate as a connected growth system rather than a series of one-off programs, while partnering with platform and technical teams to enable scalable execution.

• 1PD, CRM, loyalty, and data-integration roadmap that connects OPDI strategy to measurable business growth.
• Business use cases and consumer-growth priorities are clearly defined before technical or platform solutions move into execution.
• A governed portfolio of reusable audience products with clear qualification, overlap, exclusion, contact-pressure, saturation, health, and retirement rules.
• Always-on CRM and lifecycle strategies, including Nurture+, that improve engagement, frequency, loyalty value, transactions, and consumer lifetime value.
• Clear measurement tied to consumer and business outcomes, including identity growth, engagement, frequency, basket incidence, transactions, performance, incrementality, and return on investment where available.
• Faster activation with fewer handoffs because teams have clear business requirements, audience rules, governance, and intended outcomes.

Bachelor’s degree in Marketing, Business, Data, Digital Technology, Computer Science, or a related field is required; an MBA or other graduate degree is preferred.

• 5+ years of progressive experience across CRM, lifecycle marketing, loyalty, consumer data, audience strategy, personalization, or data-driven marketing, including leadership of complex cross-functional initiatives in a matrixed organization.
• CRM, Lifecycle & Loyalty Expertise: Demonstrated experience developing CRM strategies, consumer journeys, contact strategies, always-on engagement programs, loyalty or account-linking use cases, and scalable lifecycle operating models.
• Audience Strategy & Governance: Strong experience defining audience strategies, segmentation, activation rules, product governance, contact pressure, suppression, consent, data quality, and cross-channel eligibility.
• Consumer Data & Activation Expertise: Strong understanding of first-party data, identity, data connectivity, audience activation, partner data collaboration, clean rooms, and the relationship between business requirements and technical enablement.
• Measurement & Business Acumen: Ability to connect audience, CRM, loyalty, and data capabilities to measurable outcomes such as acquisition, engagement, frequency, transactions, loyalty value, customer lifetime value, basket incidence, media performance, and marketing ROI.
• Leadership & Influence: Proven ability to lead teams, agencies, and senior cross-functional stakeholders through ambiguity and change. Strong communication skills with the ability to translate between business, technical, legal, customer, and operational audiences.
• Governance & Consumer Trust: Working knowledge of privacy, consent, audience governance, and responsible data-use principles in modern marketing environments.
• Leadership Style: Strategic systems thinker with a bias for action, strong prioritization skills, and the ability to define business strategy, standards, and desired outcomes while enabling partners to execute at scale.

• Experience with loyalty ecosystems, data clean rooms, partner or customer data collaboration, and audience-product development.
• Experience working with enterprise marketing technology and data ecosystems, ideally including Adobe Experience Cloud, customer data platforms, journey orchestration, audience destinations, testing, and decisioning capabilities.
• Experience leading capability transformation within a large, complex, or global organization.
• Ability to balance strategic capability ownership with a practical understanding of campaign delivery, platform dependencies, and cross-functional execution.

Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

Location(s):

Travel Required:

Relocation Provided:

Job Posting End Date:

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.