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Global Associate Director Brand/Content Insights

LOCATION: 

Beijing, 11, CN

JOB CATEGORY:  Marketing
REQUISITION NUMBER:  1019761

A mutually rewarding experience.

Work. Realize your ambitions. And realize there’s more to being in business than just making a profit. That’s the Mars philosophy. And the opportunity we offer every one of our Associates. An opportunity to take what you do and make it mean more for you, for those around you and for the planet.  What you get here is challenging, interesting work. You get the tools you need to do a great job and you get to have the best possible people on your side to help you do it. And at the same time as getting to find ways to do business better today than we did it yesterday and driving a great career, you also get to build a more enlightened business and drive sustainability.

Because it’s never just about a single person, a single project or a single brand. It’s about how you can grab everything that’s within your reach here and use it to pursue mutual, long-term gain. It’s about having ideas. And ideals. Being prepared to risk failure because the promise of success means we’ll all be a little better off. It’s that mix of integrity and ambition that makes Mars such a special place to work. And why working here is always about more than just a job.

About Mars, Incorporated 

Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world’s best-loved brands: M&M’s®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN’S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.

 

Key Responsibilities/职位描述

Through self and team, generate and drive deployment of deep human insights into our brands, focusing specifically on meaningful brand experiences within the region and fueling insight led media strategies.

  • Provide insights driven thought leadership on brand positioning (Brand Compass) and campaign strategy at an Enterprise level for Dove and 5, and for Extra and Double Mint in China
  • Understand andarticulate value of tangible and intangible value levers including Brand Purpose to increase brand experiences and value and assess consumer consistency of our brand experiences on and off-line across all brand touchpoints.
  • Provide the human insights to fuel the brand building vision of Culturally Famous, Personally meaningful through identification of brand or topic led consumer communities via adoption of new technologies
  • Enterprise level thought leadership and Insight creation to fuel a consumer first Social commerce and entertainment Strategy and build expertise on User generate content by combining analytics and human behavior understanding
  • Taking the Enterprise Mars Wrigley Insights lead in the global Alibaba Partnership to craft the shared learning agenda
  • Collaborate closely with internal and external Media experts (Mars Wrigley Media Directors, Mars CMI, Group MW, Google, Facebook) to drive media optimization and evolve our understanding on how to grow brands through new media channels and approaches.
  • Drive best-in-class thinking and deployment in these areas through ad hoc initiatives, as well as relevant Flywheel levers. Provide expertise on related Flywheel levers and how these drive growth across Mars Wrigley.

 

Stay connected within the industry and across Mars Inc to remain at the forefront of new developments in the area of brand experiences and media.

Qualifications/任职条件

 

1. Education & Professional Qualification

Degree in Consumer/Shopper Insights / Market Research or related field

Preferred: MBA or equivalent in a related field (business or social science)

2. Knowledge/Experience

10+ years’ experience in consumer/shopper insights and market research (preferably in CPG)

5+ years’ experience in innovation research and insights

Proven track record of working in innovative ways, piloting new approaches, tools and methodologies

Experience with media research / media test & learn is a must

 

RN:25

 

Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.

 


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