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The overall baijiu category is becoming an increasingly more consumer-centric business, with different consumer dynamics by price point, city type, channels and occasions. Key to SJF’s long-term growth and realizing strategic ambitions, is tapping into relevant consumer segment and occasions to deliver consistent share growth across our portfolio of products in different markets. Greater consumer-centricity will enable us to identify and act on consumer insights, the changing environment, and to better balance future opportunities for growth with the need to deliver short term performance.

The role of the consumer insight is to help shape our marketing strategy and innovation pipeline, evaluating marketing campaign and innovation performance by creating, sharing and helping develop action plans from consumer and occasion-based insights, and then helping embed these insights and actions throughout the company. You will be expected to leverage your unique skill at leading the business to make the right strategic and commercially savvy, evidence- based decisions, within the ever-changing context of our consumers’ lives. You will go beyond just having functional research expertise, to strongly influencing brand building thinking and how we engage the consumers at end-to-end touchpoints across channels and experiences, both offline and online.

The role will be based in Shanghai and reporting to CRM director. The role holder will need to be strong at influencing and driving change. They will need to be expert in setting their own agenda and ensuring they drive it right through to hit the bottom line and deliver long term growth, working closely with other Marketing teams, including brand development team, Innovation, Digital and PR, and other commercial functions.
Key R&R including but not limited to:

Marketing intelligence

• Manage budgets, timelines, and deliverables for large-scale research initiatives (e.g., segmentation studies, shopper behavior analysis) while balancing short-term performance with long-term strategic objectives.
• Lead key strategic projects as required, especially where consumer planning expertise including consumer and cultural insight development, brand & innovation strategy, behavioral economics, consumer & shopper research, data analytics, measurement and evaluation are required to define an issue and understand what intervention is appropriate to take
• Responsible for driving brand and category related research including not limited to concept/ product testing, concept optimization, product post launch, U&A, communication study etc.
• Externally attentive - to culture, trends, and passionate about alcohol and lifestyle products surrounding the life of our target consumers by price segment (not just baijiu)

Brand health track and consumer knowledge

• Synthesizes data and understanding from multiple sources - quantitative and qualitative and joins the dots in a meaningful, actionable way;
• Effectively influences the business to make the right consumer/shopper led strategic and commercially savvy decisions.
• Have a good understanding of how consumer and occasion-based insights feed into brand-building and innovation strategy, both short and longer-term
• Drive a consumer-centric planning agenda, and design/embed metrics and feedback loops for ensuring that consumer focus and lifetime value management become a pillar of growth across the organization, not only in marketing, but overall company, incl. all Commercial functions
• Work with agency to establish methodology and dashboard for brand health status, eg: social listening, media landscape and relevant ad-hoc study.

New project positioning

• Provide new resort positioning based on market and consumer research

Your profile

• Degree level education with 6-8 years’ experience in in consumer marketing insight & research role (research agency or in-house CMI role).
• Expertise in consumer research methodologies (quantitative/qualitative) and behavioral economics.
• Hands on project management experience at different types of research projects including quantitative (e.g. concept/ product test, packaging test, price test, U&A, brand health tracking, etc.) and qualitative (FGD, IDI) – Balanced qualitative and quantitative background is preferred.
• Excellent excel data analytic & PPT visualization skills, develop and deliver compelling presentations to communicate insights to internal stakeholders.
• Exceptional storytelling and presentation skills to translate complex insights into strategic recommendations.
• Significant and proven experience with evidence of driving projects at scale within an organization, leveraging diverse inputs including data and analytics, behavioral science, and consumer learning.
• Innovative and creative but also intellectually rigorous in the thinking.
• Great communication skills and ability to interact with those of a variety of different backgrounds and levels of seniority, as well as different cultures and perspectives.
• Strong ability to simplify the complex to ensure that our brand building tools and frameworks are fully understood and used.
• Brilliant at spotting external opportunities, simplifying them, experimenting, and working out how to apply them to the organization at scale.
• You need to be able to influence your peers across functions (especially Marketing and Commercial), the company LT,
• Strategic Committee members, external agencies, etc. to ensure our brands are on the leading edge of harnessing external opportunities.
• Can work independently and be self-motivated under high demanding and fast-moving path culture. Be comfortable in a highly dynamic environment that may need to face changes and headwinds in line with broader economic trends