Danone China

Business Insight and Intelligence is an essential team under GS&C, which is set up for centralized expertise across consumer insight, business intelligence and execution measurement (ie ‘Flywheel’). We aim to drive real business impact through actionable insight and visionary intelligence.

Quality and speed of consumer insight are important to generate competitive advantages. Therefore, one of the key missions of this role is to uncover the consumer truth with cross functions as the internal insight champion and deliver consumer understanding with quality and speed.

This role sits inside the Consumer Insights team, under BI&I, and is covers Danone’s Adult Nutrition category.

Market entry:
Develop new growth models based on up-to-date consumer trends & understanding  for new growth space identification

▪      close watch on macro trend through social listening, TMIC & EC big data, industry & trend report, etc.

▪      competition landscape & tracking of emerging new players with diagnosis

▪      consumer drivers understanding for NPD & portfolio development

▪      accountable for monthly/ quarterly/ annual business opportunities review with leadership team on above topics (familiar with Nielsen/ Kantar/ BHT/equity tracking/ internal shipment & offtake and in-store display data, etc.)

   ▪   accountable for new data capabilities building, i.e., social listening, digital commerce data to lead and provoke business opportunities.

Innovation and brand design & communication development:
Co-build winning brand proposition based on in-depth consumer and category understanding

▪      Fully leverage category U&A study to understanding consumer needs and behavior with implications for business strategy

▪      Work together with brand team to develop annual brand plan with updated consumer insights & latest trends

▪       Work together with activation team to verify impactful touch points & content

Opportunity validation:

Ensure successful growth models with validated consumer feedback and clear competition edge in the category with speed and quality

Not only the consumer claimed study as listed below, also devote to find behavior-based methodology to unveil the real insight:

▪          Concept test (agile and full mix)

▪          VI/ pack/ shelf test

▪          Business forecast

▪          Product test

▪          KV/comm asset/ message/ claim test

▪          Media touch point understanding

     ▪      Channel study & shopper behavior

Performance tracking:

Provide evidence of what’s working and not for performance measurement and future optimization

▪      Social listening

▪      Product test/trial

▪    Campaign tracking

Master of different methodologies for both Qualitative and Quantitative study

▪      Qual: IDI/FGD/co-creation/workshop/ethno

▪      Quant: online panel/ conjoint & other modeling

▪       co-lead fundamental consumer work (i.e., brand equity) to champion consumer empathy culture in brand building

Advocator of new/innovative methodologies leveraging digital platforms and big data

▪      TMIC

▪      Social listening

▪      digital data from e-commerce (i.e., Ali, JD)

▪      Quick decision (online 1 to 100 FGD)

▪       Online community

Requirement:

▪ Bachelor degree or above with fluent English communication skills. 

▪ Minimum 8 years working experience (preferably in multinational company, open to agency or in-house). 

▪ Bring strong knowledge in a specific innovative area of understanding consumer behavior (e.g. big data, 1st party data, behavioral economics, social listening)

▪ Great to have medical or nutrition supplement industry or category experience.