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Responsibility:
Your key focus will be:
Establish, deposit and develop CMI knowledge & insights in MEA:
1. Build and own MEA regional knowledge & insight center that packs valuable information to input business operation, guide and inspire business. This includes, but not limited to market intelligence, retail intelligence, competitor monitoring, trends movements, as well as fundamental understanding of MEA culture and the relevant consumer space.
2. Leverage on past and existing information to derive highly relevant learning and deploy it to the organization for concrete implementation. E.g. GfK market data, Euromonitor, Gartner, past research, etc. Lead market intelligence effort, actively and regularly disseminate market updates and valuable insights to stakeholder, provide relevant and thorough analysis as per request. Be the internal advocator of data-based decision making.
3. Explore new and relevant data sources to assist the business in understanding the culture, the market and the category well.
4. Regular delivery of such knowledge & insights to enable and mobilize the team to embrace changed way of thinking and working.
Lead the full process of strategic and tactical research in MEA markets with agility and rigor, in order to support regional product portfolio development and regional brand building.
5. Work on an exciting product portfolio covering a variety of home appliance and air conditioner categories. Partner with Regional/BU Product Managers, Product Division Product Planners, Regional/BU Sales and Marketing by organizing and leading all research and insights projects and inputting into value proposition development for Regional/BU product lines.
6. Help the business team with the initiation and scoping of research projects, identify knowledge gap, design the approach, and partner with external research providers to deliver actionable insights into OBM end to end process. Such research could include but not limited to usage & attitudes, ethnography, innovation incubator/design thinking, product testing, brand research, cultural study, and communication.
7. Synergise all research initiatives that take place in the region. To become the trustworthy local research authority in overseeing and influencing all projects and gatekeeping quality of research design and execution in the region.
8. Support Global and EMEA Heads of Consumer & Market Insights in developing and implementing MEA CMI framework.
Consumer-Centric culture advocation, coaching and training:
9. Act as the cultural ambassador representing the voice of MEA consumers and encourage the organization to understand them and get close to them.
10. Provide training and coaching through formal and informal activities with the key stakeholders such as Product Managers and Marketing.
Requirement:
Minimum 5 years of working experience in market research and consumer insight, ideally having worked in such a function at a client-side organization before.
Solid knowledge and experience in both quantitative and qualitative research.
Good familiarity with a range of research methodology from upstream to downstream of innovation development process.
Excellent communication skills and strong stakeholder management skills. Ability to quickly find strong foothold and identify the sweet spots to add value.
Proactive and patient with an agile mindset. Possesses an entrepreneur mindset and ready to action promptly in a steady manner.
Pleasant personality, humble and down to earth with strong drive to succeed.
Fluent in English, Mandarin is a strong advantage.
Midea Groups business goes beyond smart home appliances and in early 2021 the company streamlined its core business units into five high-growth business groups to pave the new future growth path: Smart Home, Electro-Mechanical, Building Technologies, Robotics & Automation and Digital Innovation.
All businesses of Midea Group are striving for one credo: #HumanizingTechnology
Midea Groups globally 35 production centers and over 166,000 employees in more than 200 countries and regions generated an annual revenue of more than USD 53.26 billion in 2021, ranking the company #245 at the Global Fortune 500 list of 2022. Midea Groups 28 worldwide innovation centers and the strong commitment to R&D have resulted in more than 62,000 authorized patents to-date.
#HumanizingTechnology means providing customized solutions based on our deep understanding of human nature, enabled by the joint forces of 50+ years manufacturing excellence and global leading robotic and automation technology.
We go above and beyond to embrace the future, constantly exploring and inventing to meet the ever-changing demand of our customers and consumers.