Senior Director, Consumer and Market Insights, APAC

Purpose & Overall Relevance for the Organization:

Generate market, consumer, competitor and trends insights for market Asia Pacific.  Define methodologies, portfolio, and frameworks for strategic insights. Synthesizes insights and provide recommendations for strategic projects and initiatives to advance the brands mission and objectives.


Key Responsibilities:

Trends / Insights

  • Interpret global & APAC macro/social trends, and micro, consumer trend insights into direct actionable content across the entire Brand & Markets
  • Create meaningful methodologies for collecting macro/micro consumer, design, & cultural trends to service the horizontal/vertical needs of the organization
  • Deliver business relevant insights & trend to be directly applied to: Creative Direction, Brand Design, Product Colour, Material, Graphics & for direct handover to the BU, Creation Centre Asia, and stakeholder functions with foundational directives
  • Onboard, workshop, educate the organization on the defined & documented near and long-term trends insights that provide the foundation for business & creative strategies


Consumer Research

  • Own and develop tools/methodologies and research guidelines/frameworks for research across organization
  • Lead and guide the Consumer Research function in the design and execution of recurring and ad-hoc consumer research projects (
  • Generate own insights and consolidate research from across organization into single source of truth
  • Define and own the APAC consumer segmentations in the context of Global adidas consumer segmentations
  • Assess consumer journeys and derive implications for adidas
  • Supervise external agencies in consumer sentiment (i.e. NPS and MilwardBrown) studies; Analyse and distil relevant insights from quantitative data
  • Define recommendation for overall APAC consumer research budget and oversee local budgets (incl. what vendors to use, how to use it, etc.)

Market / Competitor

  • Lead the development of data sources and central data repository of market share intelligence (i.e. NPD/IPSOS Market Share Tracking)
  • Identify key markets developments and ensure implications are considered in planning and decision-making


Special projects

  • Lead or participate in select research/strategy projects, such as Consumer/Category U&A Segmentation or deep dives, to ensure quality outcomes and applicability to the business
  • Lead or participate in major strategic and cross-functional projects (as required)
  • Drive or work with external consulting agencies in specific topical projects



  • Quality of market and competitor data reporting
  • Quality of data analysis
  • Quality of consumer & strategic input
  • Overall business impact


Key Relationships:

  • APAC and GCA: Senior Management Team, Marketing BUs, CTC, Brand Communications, Sports Marketing, Creation Centre Asia, Strategic Planning, PMO
  • Global: key liaison and stakeholder to Global Trends Working Group, Global Consumer Insights, and Brand Strategy



  • Entrepreneurial & creative mindset leads business always pushing and innovating
  • Strong market and industry awareness
  • 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
  • Team leadership – 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 Education and Experience / Minimum Qualifications:

  • Minimum10+ years of general business experience
  • Multi-cultural & Multi-national work experience
  • Team management & leadership experience
  • Experience with a global apparel / consumer goods brand or retailer is preferred
  • Able to work with/lead/drive/influence middle and senior leaders across functions
  • Strong statistics / market research knowledge or user experience  
  • Fluent written and spoken English; Mandarin a strong plus

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Senior Director, Consumer and Market Insights, APAC

Brand:  adidas
Location:  Shanghai
TEAM:  Strategy
Country/Region:  CN
Contract Type:  Full time
Number:  206108