Consumer Insight Division Manager

About the Role

The Division Manager, Consumer Insight at Sappe Public Company Limited is responsible for leading the design and execution of consumer research, data analytics, and insight-driven recommendations to strengthen Sappe’s global brand and business strategies. Acts as the organisation's centre of excellence for consumer understanding and delivers actionable insights that influence brand communication, innovation, and market activation. Collaborates closely with Brand Strategy, IMC, Frontline Marketing, and Global Online teams.

Responsibilities

• Develop and lead a comprehensive consumer insight roadmap aligned with brand and business priorities.
• Conduct qualitative and quantitative research to uncover behaviours, motivations, and perceptions across key global markets.
• Track brand health metrics (awareness, consideration, purchase intent) across geographies using syndicated data (YouGov, Kantar, NIQ, Euromonitor).
• Identify emerging consumer trends, cultural shifts, and category white spaces for brand and innovation teams.
• Integrate multiple data sources (consumer, social, digital, sales, CRM) to deliver unified business insights.
• Lead brand equity dashboards, campaign performance reviews, and category opportunity analyses; deliver actionable insights that inform communication strategy, NPD, and market prioritisation.
• Provide input into brand positioning and marketing campaigns and validate product concepts, packaging, and pricing from a consumer perspective.
• Collaborate with IMC for audience segmentation and message testing; support Frontline Marketing in post-campaign evaluations and market learnings; work with Global Online on e-commerce analytics and social sentiment tracking.
• Manage research vendors and external agencies to ensure high-quality and cost-effective outputs.
• Promote a data-driven culture across marketing and commercial divisions and develop internal dashboards, toolkits, and playbooks to embed consumer thinking.
• Present findings and strategic implications to senior management and cross-functional stakeholders.

Skills / Required Skills

• Expertise in consumer and market research methodologies (quantitative, qualitative, social listening).
• Strong analytical and storytelling ability to translate data into actionable business insights.
• Proficiency in market intelligence platforms (YouGov, Kantar, Mintel, NIQ, Euromonitor).
• Strong command of data visualisation and reporting tools (Power BI, Tableau, or equivalent).
• Excellent presentation and influencing skills with senior stakeholders; strategic mindset and collaborative working style.

Qualifications

• Bachelor’s or Master’s degree in Marketing, Business Analytics, Economics, or related field.
• Minimum 5–8 years of experience in market research, consumer insights, or strategy, preferably within FMCG.
• Proven experience managing consumer research projects and cross-functional stakeholder alignment.
• Fluent in English; other languages are an advantage.