Asia Pacific - Corporate CMI Director

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Date: 12-Jan-2022

Location: Singapore, 01, SG

Company: Shiseido

Shiseido Asia Pacific was established in Singapore as headquarters for the region in January 2016. With Asia’s massive growth potential and Singapore’s strategic location close to key Asian markets, this has enabled Shiseido to garner deeper Asian consumer insights, localize marketing and most importantly quickly cultivate and deliver brands that Asian customers know and love through faster decision-making and execution.



Develops and directs the consumer insights strategy based on business goals. Designs and implements qualitative and quantitative research projects and methodologies used to define business opportunities for growth.



  • Identify and define business opportunities for brand & category growth by synthesizing data from shopper, category, retailer, competitive analysis.
  • Take ownership of the market insights data infrastructure.  Ensure external data sources are providing only reliable and accurate data to address business needs.
  • Design processes and implement tools that can collect and analyze relevant primary and secondary data to help managements and team make better informed decisions
  • Provide leadership with clear & actionable insights through factual summaries of market trends, categories trends, consumer and shopper insights, and prepare relevant reports on competitive and retail innovation activities.
  • Working closely with Marketing team to provide insightful data contributions through new business opportunity workstreams.
  • Partner with the Global Key Account team to drive clear insights & actions into the Joined-Up Planning process with our key Global retailers.
  • Champion and drive Measurement & Evaluation of our activities, ensuring we are driving A&P Effectiveness across the business.
  • Oversee market insight suppliers & their corresponding budgets
  • Work with various leaders in the digital & ecom functions:
    • Design and conduct CDJ (consumer Decision Journey) workshops to identify CRM initiatives along each consumer funnel stage based on local consumer insights
    • Design and conduct consumer focus groups to help optimize consumer experience
    • Identify key media consumption trends and share insights with media function regularly
    • Identify key shopping behaviour trends and share insights with ecom function regularly
    • Work with media function to miplement various media and content effectiveness measures – e.g. On-target media/ viewability measurement, content effectiveness using leading predictive tools for insights suppliers




  • 8+ years of experience in Market Intelligence, Insights & Analytics Function, Consultancy, Research firm or similar within the Consumer-Packaged Goods industry.
  • Well-versed in the fundamentals of syndicated data and quantitative consumer research (choosing methodologies, designing projects, interpreting observations and data, reporting with clarity and flair). 
  • Experienced with managing research agency / data provider is essential, eg Nielsen data management or equivalent expertise
  • Experience in working with
  • Confident in influencing and inspiring diverse groups of people to listen to and act on what’s right – goes beyond delivering the insight to drive the outcome for the business.
  • Tell clear stories with actionable implications (in writing, conversations, and presentations)
  • Thrives in a fast-paced, constantly changing environment.  Strong business acumen and analytical skills
  • Retailer / category management experience preferable
  • Experience on conducting CDJ and consumer focus groups
  • Experience working with various testing and effectiveness measurement on media and content preferable e.g Nielsen Digital Audience Rating, Kantar Link)

Job Segment: Manager, Data Management, Category Manager, Merchandising, Management, Research, Data, Retail