Consumer Shopper Understanding Manager

该职位来源于猎聘 The purpose of the role is to drive brand growth as an all-rounded brand partner (BP) for the responsible categories, leveraging all types of methodologies/ expertise, i.e. BI, CI and innovation.

This role is expected to integrate and analyze consumer, shopper/channel, market/competitor insights from different internal and external sources into actionable business recommendations. AREAS of RESPONSIBILITIES and related ACTIVITES: Brand Partner in all related research funnels for the responsible categories; Identifies and executes the most relevant topical analysis by synthesizing multiple data sources to inspire new business strategies and opportunities. Drive excellence in brand equity building and marketing mix development

• Designs, manages, executes and delivers transversal research projects such as Censydiam, U&A, social listening, etc. and delivers strategic implications to inform the system.
• Qualitative & quantitative studies to drive communication research funnel and campaign excellence. Rigid implementation of research protocols, analysis framework and gate-keeping process. Supports packaging renovation and seasonal line development.
• Independently management of research projects to ensure flawless execution. Delivers high-quality insights by identifying relevant insights to strengthen and contextualize brand BPS.
• Conducts 360-degree brand audits and timely diagnoses by reviewing brands' key initiatives/activities based on multiple data sources including business performance data, GAT tracking, social listening, ad-hoc to measure digital/ social campaigns and drive inspirational insights.
• Management of research agencies to exploit their expertise and deliver high quality results. Brand performance measurement and analysis
• Leading monthly sell-out data analysis & reporting to identify issues and opportunities for brand growth
• Leading situation analysis to inspire brand strategies for brand plans/ reviews/ budget sessions
• Leveraging all sources of data/ insights (internal & external, retail & consumer, project & desktop) to address business questions with clear POV and strong storytelling.
• Transforming data into actionable insights & implications to business
• Perform ad-hoc topic analysis to support brands’ business needs and initiatives. Drive innovation process and ensure higher success rate
• Co-piloting the overall process of innovation with local MKT and Area/ Central functions
• Leading research funnel (taste test, CPT qual & quant, STM, etc.) along the innovation process
• Leading business case development with close cooperation with cross functions (MKT, T. MKT, Sales, FIN, etc.)
• Provide deep and wholistic understanding on new categories to define the new opportunities SPECIFIC KNOWLEGE (if required):
  
  

7+ years of relevant experience in major FMCG companies in business insights or strategy functions Strong business understanding Expertise in all types of research fields: BI/ data analytics, qualitative and quantitative consumer research, innovation development, test market, etc. Strong information integration, interpretation, and storytelling skills Project (test market) management, from business case to launch preparation to field execution to conclusion & learning summary. Ability to work under pressure and meeting deadlines High result orientation and sense of responsibility, ability to lead the change Strategic mindset and strong influencing skills Quick learning ability, dynamism, proactiveness

Fluency in written and spoken English and Mandarin