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.

• 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)

• 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,

• 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)
• Strong communication skills – written and spoken English
• 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 5+years’ experience in relevant area
• Understanding of different culture
• Participated in projects with people from other functions/markets
• (Nice to have) Has good experience in writing industry report/ market intelligence report.