Director Consumer Foresight & Analytics
Posted on Apr 6, 2021 by Estee Lauder
Leads enterprise level consumer insights and foresight initiatives to support growth strategy across the brand portfolio. The Director, Strategic & Enterprise Initiatives will lead integration of category & consumer insights to drive action across big, fast and new sub-category, portfolio, global brand equity, and consumer growth initiatives that result in sub-category expansion, brand equity leadership, and customer retention and loyalty.
Business Context and Scope:
o Global footprint, more complex, key stakeholders involved
o Responsible for brand equity tracking, consumer segmentation, and foresights & data integration.
Brands & Portfolio
o Spearhead integration of Insights, Analytics to drive action based on insights & trends that results in share growth, consumer trial and loyalty. Continue to drive brand equity, big idea and superior product stories of brands through profound consumer insights, trends and competitor intelligence.
o Bring the voice of the Consumer/Shopper into the heart of the portfolio of brands and their respective business processes, from Brand Strategy to Innovation to Marketing planning and in Market execution.
o Deliver consumer insights to action for the brand portfolio.
o Operationalize new consumer engagement capabilities in the brands through strong partnerships and effective pilots that drive learnings and results. Partner with Global Brand Presidents, Global Consumer Engagement leads, affiliates and regions, and other key stakeholders.
Individual must possess the following skills/experience:
10+ years' experience and expertise in global consumer insights - APAC/China expertise a plus
Strategic business partner with ability to integrate methodologies with business strategies to inspire action, aid decision making, and drive growth and leadership.
Ability to coordinate and leverage tools (institutional intelligence, agencies, data analytics, social listening big data sets etc.) to shape actionable insights, predictive intelligence, and foresight to fuel growth drivers across big, fast and new opportunities in brands, regions, and innovation.
Talent to lead and inspire action and change through strategic analytics and insights
Passion to act as the consumer's champion within the organization - putting the consumer and her experience at the center of decision making
Ability to collaborate with and across brands and functions (Corporate Strategy, Corporate Marketing, Brand Marketing, Innovation, R&D, Packaging and Product Development)
Ability to drive multiple projects simultaneously
Leadership ability to attract, build, mentor and retain team of top talent - create a high-performance team
Provide coaching, mentoring, and development of talent of the Insights and Analytics area