B&W & Country CMI Lead

工作职责:Who You Are & What You’ll DoYou will be responsible for the identification and translation of consumer, market, channel, community, cultural and trends insights for social and sales channels brand engagement and demand generation. Translating these into actionable differentiated brief responses and data ecosystems for assets & measures executions across brands by platform cross. You are a digital native, preferably also a premium beauty junkie, who happens to have skills and experiences in generating the right human, cultural, social & commercial insights & measures that matter into tangible business outcomes in a Beauty world. You’re a digital and social Insights professional with discernment on what really matters to perform: independent and fearlessly impartial. Deliver fact based, objective solutions for integrated insights & measures for differentiated & relevant brand engagement in a social Beauty world. You will provide inspirational and credible transformational growth actions to grow our brands preference at premium worth in market. You’re a business acumen first Insights professional: Identify strategic possibilities for business growth through portfolio leverage in core and growth pockets, input and output KPIs, Desire brand world building specs, and higher performance opportunities across our end to end demand generation system. Insights rigorous, yet business pragmatic not academic / interesting research with little outcomes. You’re a dot connector: Facilitate & lead Insights-led social by design brand experiences for demand generation, using the relevant plethors of multi-source insights - across all our Power Brands’ engagement, media and Dcom marketing insights and measures. This needs to translato differentiated Brand Worlds Building with commercial value. You bring the outside in: use your innate ability and passion to understand and empathize with consumer and channel audiences current & emerging, as well as experts, partners and capabilities to transform the brand preference and ROI of Beauty social activation to our Power Brands. You’re a change agent: anticipate the future and shift us into market shaping repeatable, scalable models. As well as shameless quick following. By proactively identifying and simplifying deeply competitive insights and data into demand creation adaptations where needed cross markets, and quickly cross fertilizing what works and what doesn’t work across our brands and markets. You’re a paradox navigator, who thrives in ambiguity & constant adaptability: Deliver through dynamic, fast paced change, variable people and teams. By leveraging your ability to create partnerships and collaborate with a wide spectrum of CMI, marketing teams and agency teams, with CMI expertise. You’re a culture & change champion: Motivate and lead business partners and direct & non-direct reports internally & externally to local consumer passion and relevance in Power Brands design for social at global scale. While building Beauty CMI transformation from within. You’re a supreme collaborator: with an accountable owner’s mindset, highly commercial outcomes driven in shaping & translating insights and capabilities embedded with our Brands & Markets teams. You’re open to continually unlearn & relearn with collective genius, ruthlessly simplify, challenge our own status quo, and lead for applied agile principles and practices into the organization.Key Responsibilities Insights, foresights and measurement for total brand marketing and demand creation for our beauty brands in China. Brand specific insights in new developments, execution and measurement of unbeatable brand superiority and brand experience cross promotion, place and pricing in China Social brand experience insights and measures improvements in upstream and downstream brand content insights cross media and sales channels Supporting Power Brand Leads in creating integrated brand plans via consumer activations, partnerships, shopper & retail experiences (POS design, retail theater, in-store activations). Leading the end to end insights transformation deployment of our full-funnel content Supply Chain (Branded Ads, Social Media Ads, Commerce Ads, etc.) & drive creative excellence, brand consistency & effectiveness across brand equity building and media short and long term return impact on our brands. Responsible for the social equity of our brands in consistent brand world cross consumer targets and audiences’ definitions and executions. Cultivating cultural market-leading intimacy and influence at scale within social communities’ insights, through expertise in influencer marketing, earned & paid content media, and insights communities management. Supporting all the brands with earned first expertise insights beyond performance marketing. Actively setting up and engaging the right and relevant high speed low-cost real-time Beauty industry data and insights at scale. Leading the design, innovation and deployment insights of Lux hair care brand in China Determining the critical and competitive insights gaps for a facts-led market and channels data systems for China, deployed through China country insights lead Coaching & manage a team of cross functional specialists to generate and deploy relevant Power Brand social branding and engagement assets, with return on both brand preference and spend ROI Systemizing all B&W’s Social by Design Brand insights and measures, execution requirements and competitive advantage Deep diving into specific channel audiences and shoppers passion points and repertoires to identify the key cultural moments to establish compelling assets that resonate with target audiences and align with brand values Simplifying and storytelling seemingly complex research, data, insights and measures into use friendly, punchy storytelling, visualization and actionability Defining and deploying marketing data and insights analytics and foresight needed for growing our consumer and channel conversion, adoption and loyalty across hair and skin brandsInterfaces B&W & China Country GM and cross functional Leadership Team B&W Global Marketing and Insights leaders and communities External partners and experts Work regularly with peers, senior stakeholders and Insights ecosystem partners to co-create transformative insights solutionsTeam You will be working across global Power Brands & local market B&W Insights teams You will also be working with current & new vendors, R&D, Finance, CTI, Innovation, and Demand Generation leads You will have a team of 6 direct reports and 6-10 non-direct reports You will also lead ‘squads’ of cross functional non direct reports in China and cross countries任职条件: Track record in transforming and integrating market intelligence, social, consumer and market insights and business performance insights into transformative business growth solutions Skills / knowledge of digital branding and marketing action, Insight led master content briefing, sales and media insights and impact measures Ecommerce consumer journeys and pathways demonstrably turned into touchpoints that enhanced brand competitive growth Ability to define, segment and generate tailored segments and target audiences for differentiated Power Brands in a portfolio of brands / markets A self-starting individual who is willing & resilient to challenge the status quo to shift paradigms Understanding and passion for Beauty Brands in the digital branding ecosystem (including social media & commerce) and their strategic moves in both developed and emerging market contexts Excellent analytical thinking and communication skills, with the ability to simplify complex topics and influence decision making across senior stakeholders Excellent communication and interpersonal skills, with proven ability in building relationships and positively influence others at all levels of an organization Ability to foster and maintain relationships with confidence, respect and mutual understanding Insights & big data project management skills Demonstrable 7 Virtues of a B&W Insights Leader: Truth Teller, Collaborator, Winner, Pioneer, Crafter, Challenger, Simplifier Minimum 15 years’ experience as an Insights, Media, Dcom or Business Intelligence lead with demonstrable business outcome led in marketing activation and market development Experience / expertise in super-premium Beauty / Health industry in China/globally, demand generation and/or channels development and growth hacking will be a plus