Senior Digital Lead, Market Researcher, Consumer Insights and Shopper Experience

Designed engagement program and business excellence processes to drive utilization of insights. Managed global research insights communication and adoption by markets.

Designed and formulated actionable recommendations from A/B tests, behavioral experiments, concept validation, product-market fit readiness.

Spearheaded the advancement of consumer-centricity, analytics democratization and sustainability innovation through digitalization.
Created proprietary indices, pioneering robust KPI measurement and analysis framework for social media and user generated content. Successfully procured specialized social media monitoring partner to meet our unique requirements. This involved winning business case, developing new functionalities, conducting onboarding training. Created applied machine learning capability for topic & sentiment analysis, applied computer vision for trend prediction.
Lead the design & implementation of unstructured data analytics practice, enabling VOC use cases for multilingual sentiment and topic analysis. Initiated the deployment of LLM & CV applications for web personalization, campaign testing & optimization, content creation.
Revamped product creation, go-to-market and strategy development by designing and integrating consumer-centricity milestones for different teams & creation cycles
In-season creation, to 24 months technical products, to 3-5y planning & 5-10y foresight
Mapped stakeholders, identified needs, procured tools; designed new processes.
Onboarded teams leading to democratized access to insights, analytics and trend forecasting, resulting in cost reduction, accelerated delivery and tangible consumer centricity checks.
Infused critical product launches (apps, key franchises, hype drops) with insights, from concept validation to marketing personalization through analytics, tests, psychographic segmentation.
Executed comprehensive consumer market research and presentations following projects of segmentation for China, Future of Football, Women's activations, Gen-Z, post COVID consumer
Contributed to make adidas’ most sustainable retail experience the most consumer centric.
Established consumer-centric and data-driven processes that fueled the success of award-winning products, campaigns, activations, susta

Created award winning, viral, exponential growth marketing activation fostering data driven decision culture.

Transformed crowdfunding investment platform from existing product version to fully integrated community.

Co-ordinated the social media strategy for brands of the City Index Group.

Created and implemented the social media strategy and toolkit.

Setup media partnerships, PPC, contextual and online display campaigns.

Provided accurate and timely volume forecasts & analysis.

Ran marketing operations and sales for Ensight Institute.

Setup and managed databases and created material for website.

Developed and implemented projects based on promoting the UN Convention on the Rights of the Child.