Senior Director, CRM & Marketing Automation

The Coca‑Cola Company is evolving into a more digital‑first, data‑driven enterprise to fuel sustainable growth, increase speed to market, and unlock new sources of value. Rapid advances in technology, data, and AI create a unique opportunity to accelerate the KO system’s next chapter of growth by reimagining our core competitive advantages. Building on a strong foundation of modernized infrastructure, global digital experiences, early data capabilities, and proven use cases, we are now shifting from early wins to scaled, end‑to‑end impact on growth, productivity, and efficiency. 

This next phase moves us from an analog world to a fully digitized one, powered by a digital growth engine that embeds data, technology, and AI into our most critical business domains. Success will require more than technology implementation, it demands a strategic transformation of core capabilities, a domain‑based, product‑centric operating model, and a cultural shift toward experimentation, data and technology fluency, and seamless partnership between business and digital teams. 

Role Overview 

The Senior Director, CRM & Marketing Automation plays a critical leadership role in advancing Coca‑Cola’s digital transformation by modernizing and scaling how campaigns are delivered, optimized, and measured across the enterprise. This role is accountable for evolving campaign operations into a data‑driven, technology‑enabled capability that accelerates speed to market, improves efficiency, and enhances the effectiveness of marketing investments. 

Operating within a product‑centric digital ecosystem, this leader partners with marketing, digital product, data, and technology teams to embed automation, analytics, and artificial intelligence into campaign workflows. The role will focus on orchestrating end‑to‑end campaign execution processes, ensuring seamless integration across platforms, channels, and markets. 

The Senior Director will drive consistency, scalability, and governance in campaign operations while enabling flexibility to meet local market needs. This role requires strong strategic and operational leadership, with the ability to translate enterprise transformation priorities into practical, high‑impact solutions that deliver measurable business outcomes. 

What You will do for us 

• Lead the transformation of campaign operations by embedding data, technology, and AI capabilities into campaign planning, execution, and optimization processes 

• Establish and operationalize scalable frameworks for end‑to‑end campaign management within a product‑centric operating model 

• Partner with marketing, digital product, and analytics teams to ensure campaigns are data‑driven, measurable, and continuously optimized 

• Drive integration of marketing technology platforms to enable seamless campaign orchestration, audience targeting, and performance tracking 

• Implement automation across campaign workflows to improve efficiency, reduce manual effort, and accelerate time to market 

• Define and track key performance indicators that link campaign activities to business outcomes, ensuring accountability and value realization 

• Enable real‑time insights and decision‑making by leveraging advanced analytics and artificial intelligence within campaign operations 

• Align campaign operations with enterprise architecture, data governance, privacy, and security standards 

• Collaborate with regional and local teams to ensure global consistency while allowing for market‑specific execution needs 

• Lead vendor and partner relationships to deliver high‑quality campaign execution capabilities aligned with enterprise strategies 

• Drive adoption of new tools, platforms, and ways of working through change management and capability‑building efforts 

• Continuously identify opportunities to enhance campaign effectiveness, efficiency, and innovation through emerging digital and AI technologies 

Requirements and Qualifications 

• Bachelor’s degree in Marketing, Business Administration, Information Systems, or a related field 

• 10+ years of experience in campaign operations, marketing operations, or digital transformation roles within a global or complex organization 

• Proven experience leading the transformation of campaign operations using data, technology, and automation to drive measurable business outcomes