Thailand Foods CMI and Innovation Lead

Position: Thailand Foods CMI and Innovation Lead

Location: Bangkok, Thailand

Core Responsibilities:

• Business Partnering – The role business partners the Marketing Director for Foods and their teams, as well as the GREATER ASIA Regional team. This is a core role partnering the Country Category Business Team (CCBT) and GREATER ASIA Regional Innovation Hub for Foods.

• Guide and support portfolio strategy for the Foods business in Thailand.

• Guide and support Core Renovation and Innovation for the Foods business across GREATER ASIA.

• Guide business on where and how to win with

  • Strong focus on Category & Market Understanding

  • Strong focus on Channel & Shopping Insights to bring together a holistic view

• Lead the Full cycle of Insight roadmap for Content & Mix Creation

  • Qualitative and Quantitative, including advanced developmental research, across both Seek and Interrupt Content, TVC and Digital Content and including last mile content (In store or E comm Content).

  • Innovation development for both local innovations and regional innovations

• Lead in-market tracking/optimizations for market specific campaigns (in partnership with the PDC/media agencies) and uncover learnings and insights and embed into future campaign planning:

  • Partner with Analytics to understand ROI drivers of the market/category

  • Partner with the media agency/media team to understand campaign/brand performance/drivers

  • Partner with the People Data Centre to understand Campaign-related social listening/impact of influencers/etc and impact of Media inputs

• Guide on country communication strategy – media mix and asset quality & channel allocation process.

• Be the voice of consumer and guide fact-based decision making at the CCBT

Should be able to: (capabilities)

• Represent and lead CMI agenda at CCBT’s/ relevant forums: Know the facts and present these meaningfully with recommendations

• Represent the consumer needs and market trends to guide and shape upcoming strategy and innovations: Know these and integrate with teams (global/ local) to land these

• Connect with expertise leads, upskill self and embed new tools for the team - including Innovation methods, digital compliance, Metrics that Matter for Digital performance of brands. Likewise, for engagement tools.

• Be responsible for building and developing relationships within the global engagement team and across key business partners within Media and CMI network.

• Extract, analyze and interpret and synthesize (multiple sources) into a clear and compelling story that drives action – for ad hoc projects or regular business processes.

• Lead and support initiatives outside of project work to unlock growth opportunities to create excellent content.

• Lead/support regional Foods workstreams as required, through Past learnings, Best Practices, External Orientation, Landscape and Competitor Analysis, Category opportunities and issues analysis, trend spotting

To Succeed in This Role:

• Constant Learning to keep pace with the environment and lead it. Being Updated on best-in-class insights across topics of interest and the ability to land a message to the satisfaction of all stakeholders is key.

• Be comfortable working as part of a virtual and highly global engagement team and driving external orientation.

• Deliver and drive transformational action within the business through key landing points and influencing senior stakeholders.

• Have good analytical thinking and communication skills to present clearly, simplify complex topics and influence decision making; communication skills both written and verbal.

• Ability to manage multiple projects in a fast-paced environment and priorities workload as requests will likely be more than resources allow.

• A team player: accountable, open minded who likes to work in rapid and agile way

• Good Academic Credentials, Digital Skills and Numeracy.

A CMI Lead will require:

• At least 8+ year Market Research experience (CMI experience is advantageous)

• Demonstrable track record of outstanding partnership with business partners and stakeholders, communication, OTIF delivery, strong point of view, identification of growth opportunities

• Strong communication and presenting skills to present internally & externally

• Good understanding of market research

• Interest in human behavior / psychology and neuroscience

• Able to lead big projects

• Good analytical skills

• Leadership skills and potential to grow as a leader

• Experience in media and/or communication insight research is a prerequisite

• Good understanding of online and offline media landscape

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