Manager Consumer & Market Insights (Shanghai, SH, CN)

Purpose & Overall Relevance for the Organization:

 

To develop and drive projects in building adidas brand, tracking brand image, and supporting GCA strategy development
 
Key Responsibilities:

Planning

1. Develop the annual plan for marketing research projects based on marketing plan of adidas
2. Communicate with marketing team to understand the research needs
3. Fine-tune the research plan to better support Sport Performance products and marketing activities
4. Update the plan on a quarterly basis
5. Plan other research / consulting projects based on strategic direction from management team
    

Management

• 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 image and competency tracking
• Consumer satisfaction
• Marketing intelligence
• Product launch test
• Consumer market size and market share research
• Communicate with agencies and ensure a smooth and efficient implementation of the projects
• Co-ordinate all launches of relevant projects with related departments
• Maintain and co-ordinate processes with related departments and  ensure timely communications around the scope and deliverables of the projects
• Evaluate the projects and work out action plans to improve the planning or implementation of the consulting / research projects

Financial

1. Design the consulting / research working budget proposal
2. Maximize use of the budget
3. 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 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

 

Others

• Other job-related work assigned from leader
   
  KPI:

• 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
   
  Competencies:
• Manage Business (Processes and Projects)
• Manage relationships and diversity Provide a Framework for Performance
• Result Orientation
• Influencing Others
• Planning and organizing
• Strategic Acting

1. Very high level of integrity
2. Data analysis skills, planning skills
3. Communication skills, relationship management and empathy
4. Basic sales skills and customer service knowledge
5. Customer service orientation – a focus on user needs
    
   Requisite Education and Experience / Minimum Qualifications:
6. Functional – Over 5 years of proven marketing research experience at a research firm
7. Industry – Market research firm / brand company with a focus on sports wear / apparel / FMCG
8. Exposure – Research, sports, marketing, trade marketing
9. 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).
• Mandarin Chinese as native language preferred

 

 

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