可口可乐
Director, Consumer and Shopper Insights and Portfolio Management, Stills
Director, Consumer and Shopper Insights and Portfolio Management, Stills
发布于 大约 13 小时前中层管理(经理/总监)
上海市
专家级经验
全职员工
仅现场办公
学历未注明
Cross-Functional Collaboration
Data Analytics
Market Research
Consumer Insights
Portfolio Management
Ai Tools
Strategic Analysis
AI 估算 · 50k–80k
总监级别，上海快消巨头，12年+经验，薪资高但增长空间有限
职位详情
关于这个职位
该职位作为消费者与购物者洞察及品类管理总监，负责将深入的人类洞察转化为品牌增长战略，同时利用AI工具驱动数字化决策
你将与全球及本地跨职能团队合作，主导品类分析、创新研发及市场洞察，是业务增长的核心驱动力
适合具备10年以上消费者研究经验、擅长战略分析且希望在高影响力平台发挥领导力的资深专家
最低要求
Requirements & Qualifications**
Experience**
+ years of experience including Consumer Insights, Market Research, Strategic Analysis, preference for additional Marketing / Business Strategy
Profile**
Always obsess for and stay connected on the new ways of driving insight
Be a key partner to enable better business decision making found deep insight.
Collaborative in nature, comfortable both contributing to and utilizing global insights, strategies and activations from around the network
Be a visible and proactive contributor.
Be a fact-based voice, gaining a seat at the table in business process and decision making.
Work Focus**
Able to work on frameworks and research models for diverse marketing and consumer insights problems.
Required to tackle structured and unstructured problems coordinating all phases of analysis from formulation to conclusions / recommendations.
Ability to orchestrate multiple stakeholders, delivering the highest priority in a holistic approach.
Ability to analyze complex issues and bring together multiple solutions across functions to define the strategic opportunities for the business.
Communication Focus**
Good to be a clear and inspiring communicator. Must be able to translate insights into compelling business implications and call to action/ recommendation to the business.
Good in multipoint / multilevel communication. Comfortable interaction with Marketing and Category leads, and IMX, Front Line teams, commercial team.
Comfortable in high pressure and uncertain environments including contract negotiation, strategy and business review discussions. Communication style: Calm / collected under pressure. Fact based argumentation.
The role communicates internally across OU Mkt (category team, IMX, Frontline), the global insights community (Global category team + platform service), and OU HR.
工作职责
What You’ll Do for US**
Strategic Business Analysis & Growth Opportunity Unlock*
Lead end-to-end analysis of category, brand, and competitive performance to identify growth levels and unlock new opportunities.
Integrate diverse data sources (e.g., consumer panels, retail data, social listening, campaign tracking, brand equity tracking) into cohesive, actionable insights.
Partner with category and commercial teams to shape Annual Business Plans (ABP) and long-term strategic road maps.
Monitor market dynamics and consumer trends to proactively identify whitespace and growth opportunities.
Deep Consumer Understanding to Power Brand Strategy*
Design and lead research programs to uncover deep consumer motivations, tensions, and unmet needs to drive the growth.
Translate insights into compelling brand narratives that guide positioning, communication, and creative development.
Identify occasion-based marketing opportunities and help brands connect with consumers in meaningful, culturally relevant ways.
Collaborate with creative and media teams to optimize messaging and campaign effectiveness, continuously to generate learnings.
Innovation & Product Development Insights*
Drive the consumer insight agenda across the full innovation funnel—from early-stage exploration to in-market validation.
Apply a wide range of research methodologies (e.g., U&A;, concept testing, pack testing, sensory testing, in-home usage tests) to guide product development.
Partner with R&D;, marketing, and commercial teams to optimize the 6Ps (Product, Pack, Price, Place, Promotion, Proposition) for new launches.
Ensure consumer-centricity is embedded in every stage of the innovation process to maximize launch success.
Digital Transformation & AI-Driven Insight Activation*
Champion the use of advanced AI tools to modernize research workflows, e.g: digital POSM testing to evaluate shopper impact and optimize in-store execution.
AI-powered packaging testing / creative assets effectiveness and consumer appeal.
Foresight and future-back insight exploration using predictive analytics and scenario modeling.
Localization and implementation of global insight tools, ensuring relevance and effectiveness in the GCM OU.
Drive the digitization of the insights function, enhancing agility, speed-to-insight, and data democratization across teams.
Cross-functional Collaboration & Organizational Influence*
Act as a strategic partner to cross-functional teams, including global insights, marketing, R&D;, and commercial functions.
Influence senior stakeholders with insight-driven recommendations and thought leadership.
Build a culture of consumer obsession and insight-led decision-making across the organization.
Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics
AI 洞察
优缺点分析
优点
- 可口可乐是全球顶级快消品牌，平台大、资源丰富，能接触前沿的AI洞察工具
- 工作内容战略性强，直接参与品牌增长决策，影响力显著
- 团队跨职能、跨国合作，能积累全球化视野和人脉
- 对沟通能力要求极高，需在不确定环境中推动共识
- 快消行业竞争激烈，需持续创新以保持品牌相关性
- 适合拥有10年以上消费者洞察经验、擅长战略思维、渴望在高影响力平台发挥领导力且能适应快节奏的资深专家
缺点 / 挑战
- 工作压力大，需处理复杂数据和多利益相关方，报告清晰
角色解读
- 可晋升为全球品类洞察副总裁，负责更大区域的品类战略
- 亦可转型为市场总监或品牌总经理，利用洞察积累商业领导力
- 在可口可乐平台积累跨国经验，未来可跳槽至其他快消巨头或咨询公司
- 主导消费者与品类洞察分析，整合多源数据（如零售数据、社交聆听、品牌追踪）识别增长机会
- 将洞察转化为品牌战略，驱动产品创新与上市，并与研发、营销团队协作优化6P组合
- 推动AI工具在洞察工作流中的应用（如数字化POSM测试、AI包装测试），提升决策效率
- 作为跨职能战略伙伴，影响全球及本地团队，建立消费者中心的文化
- 深厚的消费者研究方法论（定性/定量），如U&A、概念测试、感官测试等
- 战略分析能力：能整合复杂数据形成可执行的商业建议
- 数字化与AI工具应用能力，熟悉数据平台和预测分析
- 卓越的沟通与影响力：能向高层清晰传达洞察价值
申请策略
- 申请时强调你对“消费者痴迷”文化的认同，并举例说明如何将洞察落地为商业行动
- 关注公司最近创新案例（如新口味、包装），在面试中展示你的行业熟悉度
- 突出领导过的消费者洞察项目如何直接推动业务增长或产品创新，最好有量化结果
- 强调跨职能协作经验，尤其是与营销、研发、商业团队的合作案例
- 展示数字化转型或AI工具应用经验，如使用数据平台优化研究效率
- 如有全球项目经验，务必提及，体现跨文化协作能力
- 提前了解可口可乐的品类和品牌组合，思考其当前市场挑战
- 学习AI驱动的洞察工具，如自然语言处理、预测分析，增强数字化能力
面试指南
- 采用STAR法则：情境(Situation)、任务(Task)、行动(Action)、结果(Result)，突出数据驱动和影响力
- 对于开放式问题，先界定问题范围，然后展示系统化的分析思路，最后给出有逻辑的结论
- 准备2-3个与你背景相关的高质量故事，反复打磨细节
- 请分享一个你通过消费者洞察推动品牌增长的具体案例，你是如何影响决策的？
- 你如何整合多种数据源（如零售数据、社交数据）形成统一洞察？遇到过哪些挑战？
- 你对AI在消费者研究中的应用有什么看法？是否有实际应用经验？
- 面对不明确的市场信号，你如何带领团队找到增长机会？
- 你觉得可口可乐品牌目前在中国市场面临的最大消费者洞察挑战是什么？
匹配度报告
68
综合匹配度
高薪、高成长、跨国平台，但工作强度大、WLB一般。
适合人群
适合高度重视职业成长、技能前沿性，且能接受高强度工作节奏的资深人才。
最强匹配
成长发展匹配
最弱匹配
工作生活匹配
薪资福利70
成长发展85
工作生活50
使命价值65
薪资福利匹配
70中等
该职位薪资在市场高端，福利稳定，但JD未明确披露具体数字，需在面试沟通。
薪资信号未披露（AI估算：50K-80K/月）
成长发展匹配
85较高
职位提供全球化学习平台、导师制及跨职能协作机会，成长空间大，特别在AI洞察前沿领域。
技术前沿前沿/新兴技术
技术栈AI Tools、Predictive Analytics、Digital POSM Testing、Scenario Modeling
成长机会global learning platforms、coaching、mentoring、Leadership & Development process
业务类型profit_center
工作生活匹配
50较低
未提及远程或弹性工作，上海总部办公，可能需出差，工作强度较大。
工作模式仅现场办公
办公地点市区核心地段
加班情况未提及（无法判断）
使命价值匹配
65中等
可口可乐品牌具有正社会影响力，职位通过洞察驱动增长，但行业成熟，创新空间有限。
行业发展稳定成熟行业
社会影响中性/一般
使命信号refresh the world and make a difference、inclusive culture
创新程度积极采用新技术
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