Director, CRM and Data Integration

Coca-Cola•Atlanta, GA

About The Position

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. The role leads audience, CRM, loyalty, and data-integration strategy, defining business use cases, consumer-growth priorities, audience approaches, activation requirements, and intended outcomes. It establishes strategic direction and governance connecting 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, the Director translates business priorities into audience, lifecycle, loyalty, and data requirements. The role ensures CRM, audiences, journeys, and measurement operate as a connected growth system and partners with platform and technical teams to enable scalable execution. It leads and develops a high-performing team across CRM, loyalty, audience strategy, data activation, and measurement. The position is based in Atlanta, United States, with 0%–25% travel and no relocation provided. The stated pay range is USD 169,000–200,000, with an annual incentive reference value of 30%.

Requirements

Bachelor’s degree in Marketing, Business, Data, Digital Technology, Computer Science, or a related field.
At least 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.
Demonstrated experience developing CRM strategies, consumer journeys, contact strategies, always-on engagement programs, loyalty or account-linking use cases, and scalable lifecycle operating models.
Strong experience defining audience strategies, segmentation, activation rules, product governance, contact pressure, suppression, consent, data quality, and cross-channel eligibility.
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.
Ability to connect audience, CRM, loyalty, and data capabilities to measurable outcomes, including acquisition, engagement, frequency, transactions, loyalty value, customer lifetime value, basket incidence, media performance, and marketing ROI.
Proven ability to lead teams, agencies, and senior cross-functional stakeholders through ambiguity and change.
Strong communication skills and ability to translate between business, technical, legal, customer, and operational audiences.
Working knowledge of privacy, consent, audience governance, and responsible data-use principles in modern marketing environments.
Strategic systems thinker with a bias for action, strong prioritization skills, and ability to define business strategy, standards, and desired outcomes while enabling partners to execute at scale.
Applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company’s sponsorship to continue working legally in the United States.

Nice To Haves

An MBA or other graduate degree.
Experience with loyalty ecosystems, data clean rooms, partner or customer data collaboration, and audience-product development.
Experience 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.

Responsibilities

Set the enterprise CRM and lifecycle engagement strategy, roadmap, and operating model across brands and programs.
Establish journey frameworks, contact strategies, activation requirements, and always-on engagement approaches to strengthen consumer relationships, frequency, loyalty value, and lifetime value.
Translate business priorities into clearly defined audience, CRM, loyalty, and data-integration use cases, including the consumer opportunity, intended outcome, required signals, channel role, measurement approach, and business value.
Own the business roadmap for connecting and activating first-party consumer data across CRM, media, owned experiences, and partner ecosystems.
Define data and activation requirements and partner with platform, MarTech, and Data teams to enable connectivity, audience readiness, and workflows.
Define and govern reusable audience products, including business purpose, segmentation logic, approved use cases, channel eligibility, stewardship, and success measures.
Establish audience standards for overlap, exclusions, contact pressure, frequency, and saturation to ensure consistent and responsible use across categories and channels.
Lead the business strategy for Nurture+, loyalty use cases, clean rooms, and customer-specific data collaboration.
Identify opportunities for connected brand and customer data to improve acquisition, engagement, purchase frequency, basket incidence, measurement, and commercial value.
Define priority consumer questions, signals, attributes, and decision use cases that improve audience strategy, lifecycle engagement, loyalty, and investment decisions.
Translate behavioral and performance learning into improved segmentation, journeys, and next actions.
Define KPIs and measurement frameworks across identity growth, audience activation, CRM, loyalty, Nurture+, and partner programs.
Build feedback loops that use performance, behavioral, and transaction insights to improve business priorities, audiences, journeys, and investment decisions.
Create intake, prioritization, governance, and decision-making processes across CRM and data integration.
Partner with Legal, Privacy, Security, and Data Governance teams to ensure responsible data use, data quality, consent compliance, and consumer trust.
Align senior stakeholders, agencies, and delivery partners around a prioritized consumer-growth roadmap, clarifying requirements, ownership, outcomes, and success measures.
Lead and develop a high-performing team across CRM, loyalty, audience strategy, data activation, and measurement.
Build team capability in consumer-growth strategy, audience-product management, lifecycle marketing, governance, and commercial application while fostering experimentation, accountability, and continuous improvement.