Director, Shopper Insights & Portfolio Management

The Director, Shopper Insights & Portfolio Management is responsible for leading shopper science and portfolio performance insights to drive conversion, in‑market effectiveness, and profitable growth across Japan and Korea. 

This role sits at the intersection of consumer understanding, shopper behavior, commercial execution, and portfolio performance, translating insight into clear activation choices and investment decisions. The Director partners closely with Marketing, RGM, Commercial, and Finance teams to ensure that portfolio intent is realized through winning shopper experiences and strong ROI. 

Focus, Scope & Impact 

• Own shopper insights and path‑to‑purchase understanding across channels and occasions 

• Lead portfolio performance diagnostics, including demand spaces, launch effectiveness, and post‑investment learning 

• Drive insight‑led decisions that improve conversion, execution quality, and value creation 

• Enable consistency and rigor in shopper and portfolio analytics across Japan and Korea 

• Lead and develop Shopper Insights and Portfolio Management teams 

Key Responsibilities 

Shopper Insights & Conversion Leadership 

• Lead shopper research and analytics across modern trade, traditional trade, on‑premise, and eCommerce 

• Own path‑to‑purchase understanding, shopper decision journeys, and key conversion levers 

• Translate consumer and shopper insights into actionable activation recommendations 

Portfolio Performance & ROI Management 

• Own portfolio performance tracking, including innovation launches, renovation, and activation effectiveness 

• Lead post‑launch learning agendas and portfolio reviews to inform future investment choices 

• Develop scenario modelling and performance frameworks in partnership with RGM and Finance 

Cross‑Functional Integration 

• Partner closely with Brand Marketing, RGM, Commercial, and Franchise teams to align insight with execution 

• Ensure strong linkage between portfolio intent and in‑market activation 

• Act as a key integrator across functions in a matrixed OU‑Market operating model 

Analytics, Tools & Capability Building 

• Champion advanced analytics, modelling, and digital tools to elevate shopper and portfolio decision‑making 

• Establish standards, governance, and best practices for shopper and portfolio insights 

• Build team capability through coaching, learning agendas, and external partnerships 

People & Partner Leadership 

• Lead, develop, and inspire high‑performing insight teams 

• Manage agency and analytics partners to ensure quality, speed, and value 

• Foster a culture of curiosity, learning, and accountability 

What Success Looks Like 

• Clear shopper‑led activation choices that improve conversion and execution excellence 

• Strong ROI discipline across portfolio investments and innovation launches 

• High credibility and adoption of shopper and portfolio insights by Marketing and Commercial teams 

• Faster learning cycles and improved in‑market effectiveness 

• A capable, future‑ready shopper and portfolio insights team 

Experience & Critical Requirements 

• Over 13 years of experience in shopper insights, portfolio analytics, marketing insights, or related roles 

• Strong understanding of shopper behavior, channel dynamics, and in‑store decision‑making 

• Experience working closely with Commercial, RGM, and Sales teams 

• Proven ability to translate analytics into practical business recommendations 

• Experience leading teams and influencing senior stakeholders in matrixed organizations