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Country:  China
City:  Shanghai
Job Family:  Marketing
Contract Type:  Unlimited-term
Job ID:  51455

Strategic Insights Manager China (W/M)

The Bel Group is a major player in the food industry through portions of dairy, fruit and plant-based products, and one of the world leaders in branded cheeses. Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin® Nurishh®, Pom'Potes® and GoGo squeeZ®, as well as some 30 local brands. Together, these brands helped the Group generate sales of €3.6 billion in 2022.

Do you want to join a company with strong brands that puts consumers and responsibility at the heart of the decision-making process? Then Bel is made for you!

Are you bold, pragmatic, and determined? Do you want to contribute to the transformation of an international agri-food company? Them come join us and measure the impact of your talent and energy in realizing an ambitious and sustainable company project!

#IWorkForAllForGood

 

LOCATION AND REPORTING

 

Located: Shanghai, China

Job: Full time / Immediate availability

 

The China Strategic Insights Manager belongs to the global SI department (20 people in the world) with a direct reporting line to the SI Director for Asia & New Geos based in Paris.

 

MAIN MISSIONS

 

He/She acts as a strategic business partner for the local marketing & sales team and GMs :

  • Assess local business & brand performances, and transform the relevant data-based consumers & shoppers insights into actionable recommendations,
  • Inspire the teams with market, consumer, shopper, competitors’ insights, to accelerate the business and identify new business opportunities,
  • Feed global teams with local insights to build relevant global strategies,
  • Roll-out and amplify SI global programs and initiatives locally, accompany the local team in their usage / the way they leverage the global SI tools.

 

In detail, He/she is expected to :

  • Work on China market + potentially 1 other country from the Bel Asia & New Geos cluster (depending on the business priorities)
  • Work on Cheese, Yogurt and Fruit snacks categories, focusing on the brands currently available on these markets: Kiri, The Laughing Cow, Belcube, Mini-Babybel, Pom’potes, GoGo squeeZ (could evolve in the future)
  • Be the expert of the understanding of both “family and kids” and “Young women” consumer targets.
  • Help the Out of Home Service to develop BtoB business, by fueling our customer with insights about their final consumers/shoppers and helping them to build in store activations / propositions to be more attractive to their consumers/shoppers (mainly bakery shop/stores or restaurants).

 

  1. Champion the local business/market, consumers & shoppers understanding (China + 1 or 2 Asia of new geos country)
  • Follow the business and brand performances through panel & market data & BI data analysis,
  • Train local team on business & brand analysis through panel & market data (Retail Nielsen / Ecom panel / other sources of information)
  • Identify business challenges or growth opportunities and communicate them with impact and influence.
  • Be a strategic business partner for the local team:
    • Leverage the data, consumer & shopper insights and the different global tools/knowledge available in the group to feed the sales & marketing in the way they build their strategies.
    • Implement the relevant research & methodologies to measure and monitor the local marketing/sales initiatives (BHT, Market Mix, etc…) and recommend optimizations as we go.
  • Inspire teams with market, consumers, shoppers, competitor’s insights.

 

  1. Build and lead the relevant learning agenda in link with the local business planning and priorities for both panel and ad’hoc part.
  • Collect the local mkg and sales business challenges and identify the learning gaps.
  • Turn them into clear research objectives and recommend the best combination of panel data, sources of information, pieces of research according to the SI Budget.
  • Manage the SI budget wisely and in an agile way to make the most of it.

 

  1. Conduct all the consumer & shopper research needed to ensure the best execution of the marketing plans and build the strategies for the next years
  • Consumer understanding projects: U&A, Consumers or needs segmentation, Category drivers & barriers, “In Consumer’s Shoes Safari”, etc…
  • Shopper understanding projects: Shopper behaviour understanding / segmentation (both on offline buying channels and e-commerce channels/platforms), RGM, Price & Promo analytics, In store pressure test understanding, etc…
  • Communication / Media projects: Media & Touch points Optimization, Pre or Post Com Evaluation, Increase our understanding about the new digital media usages / their evolution.
  • and Portfolio Optimization Strategies / Positioning Optimization projects, etc….
    • Brief, recommend and carry out the different pieces of research in strong collaboration with the mkg & sales teams.
    • Manage the research agencies to get the best level of service / added value.
    • Transform the outcomes into clear and actionable business recommendations.

 

  1. Support Global SI Team and carry out some pieces of research locally according to the global projects and problematics: Innovation & Communication Test, qual or quant research, etc…

 

  1. Lead Trends and Foresights locally
  • Inspire local teams with local and localized global trends and activate local strategies accordingly
  • Feed global foresights team with local insights.

 

  1. Contribute to the Strategic Insights full team life and mission:
  • Lead transversal project for the SI Community and Share business cases and best practices with the other members across the globe.
  • Roll out the transversal SI tools (Brand Health Tracker, Always On Consumer Connect, Business Intelligence Trends Platforms, Social Listening Platform, etc…) and be the ambassador to accompany the local team to help them make the most of these great tools.

 

 

PROFILE/SKILLS

 

  • Education & Experience:

- Minimum 8-10 years of experience in market/consumer research (ideally experience both in Agencies and CPG Company).

- Experience in both qualitative and quantitative consumers research methodologies,

- Experience in retail and consumer panel analysis is necessary,

- Some experience in digital communication / E-Commerce research.

- Experience in working into a multicultural, international environment / company

- English fluent and comfortable to work in English on a day to day basis, French would be a plus.

- Interest in food, cooking, gastronomy, pastry would be a plus.

 

  • Competencies & Skills:

- Autonomous & proactive,

- Flexible, agile, capacity to overcome obstacles, to create solutions when they don’t exist as is.

- Appetite for new tools, test and learn approaches

- A real team player, like working in team, sharing & cross-fertilization mindset

- Eager to work in an international company, work with people from different countries / cultures.

 - Business oriented and results driven,

- Strategic thinking skills,

- Strong curiosity, understanding and analysis skills (comfortable with both qual and quant data and like connecting the dots, etc…),

- Communicative, Excellent communication skills - communicates in a simple and structured way to convince.

- Strong influential skills, put in place influence strategy with his/her interlocutors,

 - Good capacity to work remotely, with/in remote teams.

 

 

 

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