About the Job
General Mills International is a dynamic business with powerhouse iconic brands such as Haagen Dazs, Old El Paso, Nature Valley, Betty Crocker & so much more. It has a wide footprint across more than 89 markets, playing in more than 22 categories in 4 big geographical clusters (EUAU, Brazil, China & Growing emerging markets).
In this role, you will head up the Head of Consumer Insights fChina. China is one of the most dynamic markets in General Mills International with huge headroom fgrowth. China boasts of iconic brands Haagen Dazs, Wan Cai Ferry & Blue Buffalo competing strongly across omnichannel.
The Head of Consumer Insights fChina is a critical leadership role responsible fdriving consumer-centric decision-making fostering business growth across China. This role serves as a key business partner to the China leadership team & China Marketing Director, providing strategic insights recommendations based on a deep understanding of consumer behavior, shopper behavior. market trends, competitive dynamics. Additionally, this role directly partners with the regional Brdevelopment team of Wan Cai Ferry which is present in 3 markets.
You will report the CMI DirectfInternational, coach a team of 3 Consumer insights & data analytics experts who sit in Shanghai & Mumbai. You will drive impact influence at all levels across the wholeganization - communicating insights action with clarity.
Key Responsibilities:
Strategic Leadership & Performance steering:
o Partners with the China leadership team the Regional Wan Cai Ferry brteam to implement an ambitious but consumer centric growth strategy, Use insights to shape marketing, R&D, innovation, ensuring decisions are consumer-led .
Lead the China Monthly Business Review (MBR) performance highlights in partnership with the Analytics lead, identifying key drivers of success areas fimprovement.
Steer business growth by identifying cross-market cross-brchallenges opportunities based on performance analysis emerging trends.
o Track Record with successful product launches, brrepositioning, market expansions steer business on future growth plans
o Proactively brings forward external inspiration, recent trends new approaches to insights strategy development.
Strategic understanding & learning programmes
Defines, prioritizes & implements the learning data acquisition agenda across the region, local markets key Brands. Identifies fills in gaps of strategic understanding of consumers across key markets
This includes strategically assessing key shopper insight needs & retailer research partnerships across China, in collaboration with the Category lead.
Lean strategic retailer shopper researches to enhance our selling stories retailer relationships, as well as ensure consumer voice is helping define demgenerating decisions
Enable test learn space with digital partnership with marketing , sales , R&D D&T external platform partnership on rapid concept validation , personalization at scale drive fewer bigger NPD PPA
CHINA Insights & Capabilities Development:
Drive Consumer Insights (CI) Marketing Capabilities/Culture building initiatives fChina, aligning priorities & key topics with the China Marketing leads
Lead capabilities development fChina specific needs ecosystems
Drive consumer intimacy within the Leadership Team (LT) across the CHINAganization, ensuring the consumer is at the heart of every decision.
Team & budget Management:
Lead develop a high-performing team of consumer insights professionals, ensuring alignment of priorities with business needs fostering individual growth development.
Leads budget management fChina CI.
CI Transformation:
Lead drive initiatives fthe transformation of CI capabilities, including but not limited to:
In-housing of research studies to drive efficiency, consistency, cost savings.
Promoting consumer empathy throughout the business, ensuring a consumer- mindset.
Accelerating digital AI solutions everyday use / Deploy Generative AI tools (e.g., GPT ftrend foresight, synthetic consumers fconcept testing) to accelerate insight generation.
Integrate -party data (CRM, e-commerce) with 3rd-party ecosystems (Alibaba’s Uni Marketing, Tencent’s ID Graph) funified profiling.
Lead predictive analytics using AI/ML models (e.g., NLP fsocial listening, computer vision fshelf behavior) to uncover latent needs ahead of competitors.
o Aim to be the Lighthouse of AI-powered consumer insights in the International Segment , data analytical capability . Train commercial teams on consumer-empathy capabilities.
Future focus & Predictive thinking:
In Collaboration with the Growth analytics team, build self-service dashboards with embedded AI. Implement real-time sentiment tracking (e.g., RedBook/Douyin API feeds) to course-correct campaigns.
Leverage AI-driven tools to predict demtrack emerging trends
o Improving our future focus foresight capabilities to anticipate capitalize on emerging trends. Identify local taste trends, health & wellness shifts, digital commerce behaviors unique to China’s market.
Minimum experience & Qualifications:
· 15+ years of experience in consumer insights, market research, a related field, with a proven track record of driving business impact.
· Bachelors degree in Marketing, Business, Psychology, a related field; Masters degree preferred.
· International experience - Strong understanding of consumer behavior, market trends, competitive dynamics in China
· Experience leading developing high-performing teams.
· Experience working with interdependent cross-functional teams in a highly dynamic challenging environment
· Experience working in an agile environment with shifting priorities multiple concurrent work streams
· Excellent communication, presentation, interpersonal skills.
· Strong analytical problem-solving skills.
Strong commof deep analytics storytelling ftop management
· Experience proficiency with a variety of research methodologies, both qualitative quantitative, traditional & agile + AI.
Savviness in digital marketing, as well as AI advanced digital solutions – proven track record fleveraging applying AI tools/solutions to predict trends, spot growth opportunities, course correct business path deepen insights.
Thorough understanding of digital marketing (ecosystem, best practice execution, tracking & optimization).
· Demonstrated ability to influence collaborate with cross-functional teams.
Preferred Qualifications
MBA Master’s Degree in related field preferred
Consumer insight experience in Hongkong & as well
Experience with CI transformation initiatives, including in-housing of research building consumer empathy.
Self-starter with the ability to craft a vision fthe team proactively find ways to add value
Proven ability navigating matrixedganizations building effective relationships
Can effectively navigate ambiguity work in an agile environment
Familiarity with different analytical approaches theories
Confident clear communicatwith executive level leaders
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