Senior Manager Consumer & Market Insights 1

Purpose & Overall Relevance for the Organization:


  • Generate market, consumer, competitor and trends insights for market Greater China.  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.
  • Support Consumer & Market Insights lead to build and maintain research platform & projects to impact business decisions, and create a consumer centric culture in the organization  


Key Responsibilities:

Project Planning

  • Develop the annual plan for marketing research projects based on 2025 brand strategy and current year business priorities


  • Manage consulting / research projects to build, protect, anchor adidas brand, and support strategy development
  • Design, track and evaluate all the projects including but not limited to
  • Brand KPI tracking
  • Marketing intelligence
  • Product test
  • Consumer market size and market share research
  • Consumer segmentation, Usage & Attitude
  • Consumer trend and culture insights
  • TMIC projects
  • Manage agencies and ensure a smooth and efficient implementation of the projects
  • Co-ordinate and manage projects with related departments and global counterparts to ensure efficient communication and high-quality deliverables
  • Evaluate the projects and work out action plans to improve the planning or implementation of the consulting / research projects


  • Design the consulting / research working budget proposal
  • Maximize use of the budget
  • Ensure appropriate and ethical use of budget
  • Ensure information requirement for Finance Dept, and that all financial information provided is accurate, timely, and properly formatted

Systems and Processes

  • Design a progress report process to track planned projects
  • Implement control systems to guarantee high level of integrity
  • Implement and maintain reporting processes to management team


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


Key Relationships:

  • 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



  • Manage Business (Processes and Projects)
  • Manage relationships and diversity Provide a Framework for Performance
  • Result Orientation
  • Influencing Others
  • Planning and organizing
  • Strategic Acting
  • Very high level of integrity
  • Data analysis skills, planning skills
  • Communication skills, relationship management and empathy
  • Basic sales skills and customer service knowledge
  • Customer service orientation – a focus on user needs
  • People management skills


Requisite Education and Experience / Minimum Qualifications:

  • Functional – Over 8 years of proven marketing research experience at a research firm
  • Industry – Market research firm / brand company with a focus on sports wear / apparel / FMCG
  • Exposure – Research, sports, marketing, trade marketing
  • Bachelor's Degree in business related discipline is required
  • Outlook – basic
  • Word – advanced
  • Excel – advanced
  • PowerPoint – advanced
  • Fluent in English and Mandarin (written and spoken).

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 Manager Consumer & Market Insights 1

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  350988
Date:  Aug 27, 2021