CI Manager (MJ001173)

Role Summary:
Responsible for analyzing consumer behavior, preferences, and trends to inform strategy and decision-making within the organization. This role requires the ability to distill complex data into actionable insights, guiding product development, marketing strategies, and customer engagement initiatives.
Key Responsibilities:
I. Data Analysis

• Utilize both qualitative and quantitative research methodologies to gather consumer insights.
• Analyze market trends and consumer data (e.g., surveys, social listening, baby panel, etc.) to identify opportunities for growth.

II. Insight Generation & Strategy Development

• Develop actionable insights from research findings to influence product development and marketing strategies.
• Present insights and recommendations to stakeholders across the organization.
• Work closely with marketing, product development, and sales teams to ensure consumer insights are integrated into overall business strategies.
• Contribute to the development of brand positioning and marketing campaigns based on consumer insights.

III. Research Management
Lead full-cycle research projects and collaborate with external research agencies to ensure high-quality data collection and analysis, including but not limited to:

• Brand Health Tracking: Manage Brand Health tracking; go beyond reporting to uncover the "Why" and "So What" for media and brand strategy.
• Strategic Research: Lead segmentation, demand driver analysis, and customer journey mapping.
• Innovation Research: Conduct concept/packaging/price testing to de-risk new product launches.
• Marketing Effectiveness: Execute pre/post-tests and campaign evaluations to guide brand iteration.

IV. Stakeholder Engagement

• Build strong relationships with internal stakeholders to understand their needs and provide tailored insights.
• Act as the consumer advocate within the organization, ensuring that customer perspectives are considered in all decisions.

V. Team & Capability Building

• Manage agency selection and performance; optimize annual budget allocation for maximum ROI.
• Mentor junior analysts on research design, analysis, and storytelling; drive team capability through coaching and reviews.
• Integrate emerging tools (e.g., AI, automated dashboards) to modernize and scale research capabilities.

Qualifications:

• Bachelor's degree or above, with a background in relevant fields such as marketing, statistics, psychology, sociology, etc.
• 8+ years of experience in Consumer Insights/Market Research, with at least 3 years client-side independently leading end-to-end consumer research projects.
• Core Skills: Expert in Qual/Quant methods; owns full lifecycle from design and moderation to analysis (Excel/SPSS) and reporting.
• Business Acumen: Strong Data Storytelling ability to turn complex data into strategic action. Proven track record of driving closed-loop implementation from insight to business impact.
• Influence: Excellent communicator who builds trust with cross-functional partners to drive strategy optimization.
• Industry: Experience in Mother & Baby, Health & Wellness, or Nutritional Supplements is a strong plus.
• Able to work professionally in English (written and spoken).