Director Insights & Analytics

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The Director, Insights & Analytics (I&A) is a strategic leadership role within the SEA Business Unit, reporting directly to the VP Marketing, Southeast Asia and sitting as a member of the SEA Marketing Leadership Team. This role leads the full I&A function across three sub-pillars — E&I I&A (scale brands), Country I&A (five SEA markets), and Growth Analytics & Shopper COE (cross-market/cross-category capabilities) — translating consumer, shopper, and market intelligence into competitive advantage. The Director partners Marketing, Managing Directors, and Commercial functions to shape growth strategy, lead annual contract planning through consumer insights, and pioneer the adoption of AI/technology to automate and scale intelligence generation. 

How you will contribute

1.  Growth Opportunities Identification

• Contributes to the BU Strategic Plan and Annual Contract, articulating key cross-category consumer and market issues, implications, and opportunities

• Leads identification and anticipation of key consumer and market trends that can influence BU strategy

• Responsible for continuous improvement of functional capabilities and good practices toidentifytools that best support growth opportunity identification

• Through the Shopper& Insights team, ensures deployment of BU strategy across countries and sets up consistent measurement and learning of initiatives in the region

2.  Generating Behaviour-Changing Insight & Identifying Effective Levers of Engagement

• Responsible for development of capabilities and leadership in Consumer Map, Consumer Journey, and Brand strategy and planning tools

• Provides thought leadership and promotes the integration of Consumer & Shopper into BU, Category, and local sales strategies and plans

3.  Business Optimisation

• Promotes the use of advanced modelling and analytics to improve return on marketing investments and develop fact-based plans for key brands

• Generates and communicates BU learning on application of analytics to business issues;identifiesgeneral principles guiding investment of marketing & trade spend and pricing strategies

• Leverages analytic tools to inform opportunities on the distortion of resources across Categories/Brands

• Responsible for development of BU learning and benchmarking on innovation

• Providesconsolidatedreporting for in-market performance, forecast, and brand measures

4.  AI, Technology & Automation

• Champions the adoption of AI/ML tools and advanced analytics platforms to automate subject-matter-expert workflows and accelerate intelligence generation

• Drives implementation of social listening, predictive analytics, automated reporting, and generative AI solutions to scale insight delivery

• Builds a future-ready I&A operating modelleveragingtechnology to reduce manual effort, increase speed-to-insight, and enable self-serve analytics for business partners

• Stays at the forefront of emerging tech (e.g., GenAI for research synthesis, NLP for consumer feedback mining, automated dashboarding) andpilotsnew capabilities within the BU

5.  Resource Management & Learning Plan

• Establishes and manages regional relationships with key suppliers (Nielsen,Europanel, Ipsos) to drive efficiencies and maximise ROI; oversees and manages regional contracts with syndicated data suppliers

• Oversees Category planning and prioritisation of resources in collaboration with CI/I&A Leadership team; supports prioritisation with strategic suppliers

• Collaborates with Procurement to define and implement a productivity agenda, providing business context and content of services needed

• Maintains a culture of cross-category learning and sharing; drives continuous innovation in research approaches and presentation methods;leveragesavailable innovation funds

6.  People Management & Capability Building

• Leads development of a strong I&A team across the BU (~15 people spanning three sub-pillars) that provides the right insights and analytics to drive growth

• Contributes to I&A Development strategy for the BU: skills assessment, training strategy, identification of key development positions, and career experiences model

What You Bring

Must-Have

• 12–15+ years of progressive experience in consumer insights, analytics, or strategy roles within FMCG/CPG or adjacent industries

• Proventrack recordof leading insight-to-action in a multi-market, multi-category environment

• Deepexpertisein quantitative and qualitative research, syndicated data (Nielsen/IRI), household panel (Europanel), brand health tracking, and market mix modelling

• Experience leading annual/strategic planning processes with consumer insight inputs (Annual Contract, JBP)

• Demonstrated ability to influence C-suite / senior leadership and translate complex data into compelling strategic narratives

• Experience managing and developing teams of 10+ across multiple geographies and functional sub-pillars

• Strong commercial acumen — ability to connect consumer insight to P&L outcomes

• Experience managing regional supplier relationships and contracts (research agencies, syndicated data providers)

Strongly Preferred

• Hands-on experience deploying AI/ML, automation, or advanced analytics tools in an insights function (e.g., GenAI for research synthesis, automated dashboarding, predictive modelling)

• Familiarity with SEA consumer landscape and multi-market complexity

• Experience with Revenue Growth Management analytics and shopper insights

• Background in both agency-side and client-side insights roles

• Experience contributing to global/regional functional leadership forums 

• Fluency in modern, digital-first marketing: social commerce, performance marketing, creator partnerships, and platform strategy 

• People leadership track record: building team engagement, developing talent, and delivering results through others 

• Excellent communication skills with the maturity to work across markets, cultures, and levels of seniority 

• An instinct for cultural assimilation and the ability to lead authentically in a locally grounded context