Location(s):

China

City/Cities:

Shanghai

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

November 14, 2025

Shift:

Job Description Summary:

The Director, Human Insights & Strategy will be a core driver of the category and brand’s growth trajectory, responsible for driving the deep consumer understanding into brand/category development and shaping business decision-making, steering long-term growth plans, and enhancing consumer connection. This role will be responsible for translating deep human insights into actionable strategies that fuel brand relevance, category growth, and long-term business success. This role will also require leveraging advanced analytics, AI tools, and global best practices to elevate decision-making and organizational impact.

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

Experience

12+ 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 insightBe 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 networkBe 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.

Key Knowledge Requirements

MASTERY OF (REQUIRED)CONSUMER & SHOPPER RESEARCH TECHNIQUESSTRONG DATA ANALYTICS SKILLS, INCLUDES BIG DATA ANALYSIS TECHNIQUESAGENCY AND PROJECT MANAGEMENT

Broad Expertise (Good to Have)

EXPERIENCE IN INSIGHT/STRATEGY TEAM IN FMCGEXPERIENCE IN FMCG MARKETINGEXPERIENCE IN RESEARCH AGENCY

Skills:

Brand Architecture, Brand Positioning, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Briefs, Digital Media Strategy, Group Problem Solving, Local Advertising, Marketing Activation, Marketing Strategies, Media Planning, Online Marketing, Shopper Marketing, Social Media Strategies, Sponsorships, SWOT Analysis, Team Management

Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.