KEY RESPONSIBILITIES:

Act as the ‘Voice of the consumer’ within the organization. Translate consumers, competitors and market insights and identify strategic possibilities for business growth through product creation, brand building activities, including market development, go-to-market, consumer engagement, in-market activities optimization, etc. for the business teams to capitalize on.

Lead and oversee end-to-end execution (design and execution) of recurring and ad-hoc strategic consumer insights & analytics projects to ensure quality outcomes and applicability to the business while cultivating strong relationships with cross-functional stakeholders Manage, consolidate multiple consumer data & research projects across organization into one single source of truth; collection of relevant data, analysing data, producing research reports, presenting finding and conclusions to stakeholders, ensuring established processes are followed, and maintaining required documentation to deliver results that meet the highest quality standards Define and own the GCA consumer segmentations in the context of Global adidas consumer segmentations. Identify and deep understanding of target occasions that will deliver our long-term growth opportunities for brand and business. Own and develop meaningful tools/methodologies for collecting macro/micro consumer, design, & cultural trends and research guidelines/frameworks to service the horizontal/vertical needs of the organization.  Lead the development of data sources and central data repository of market share intelligence (i.e. NPD/IPSOS Market Share Tracking) Define recommendation for overall GCA consumer research budget and oversee local budgets (incl. what vendors to use, how to use it, etc.) Drive or work and supervise external consulting & research agencies in specific topical projects.  Analyse and distil relevant insights from quantitative data

 

 

KEY DELIVERABLES:

Including but not limited to,

Holistic brand measurement: evaluate marketing effectiveness against competition for short (awareness/ consideration/ conversion) to long term win (brand love, sports & culture credibility) E2E Campaign Insight: enable brand & product campaign launch from planning (identify TA, equity/ purchase driver), validation (concept/ idea/ creative optimization), in market assessment (brand/ product heat uplift) Category Opportunity Assessment: Identify size & prioritize growth opportunities for our categories and brand. Explore priorities through core price segments, product types and winning USP. Product Trends & Creation Features: land iconic innovative FTW & APP, by capturing emerging category trends and providing timely product feedbacks with consumer first mentality Consumer Strategy: Formulate consumer strategy (e.g. Kids/ Gen Z/ Women) via deep consumer understanding from macro insight (tension, brand role) to category opportunities (e.g., sports involvement, product needs, buying behavior) 

 

 

COMPETENCIES:

Strong market and industry awareness & acumen Entrepreneurial & Creative mindset leads business always pushing and innovating Advanced Analytic skills – both quantitative (e.g., data analysis) and qualitative (e.g., market trends, competitor analysis) Very strong communication skills – written and spoken English People management skills – lead, develop, manage, and retain talent Expert MS PowerPoint user – advanced PowerPoint & ThinkCell user with high level story telling abilities  Mature and credible interpersonal skills– able to quickly build trust and act as an influencer across the organization Willingness to learn – a drive to learn about all aspects of the business and develop general management competency

 

 

REQUISITE/MINIMUM QUALIFICATIONS:

Four-year college or university degree with focus on Business Administration or related areas, or equivalent combination of education and experience Proficient spoken and written command of English At least 8+year experience in relevant area Understanding of different culture Participated in projects with people from other functions/markets