Asia Pacific - Regional Consumer & Market Intelligence Director

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Date: 16-Jul-2022

Location: Singapore, 01, SG

Company: Shiseido



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)

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