Senior Manager, Shopper Insights

The Senior Manager, Shopper Insights is responsible for leading shopper understanding and conversion insights to drive in‑market execution excellence across Japan. This role delivers deep expertise in shopper behavior, path‑to‑purchase, and channel dynamics within the unique Japanese retail and consumption context. 

Operating close to execution, the role partners with Japan Marketing, RGM, and Commercial teams to ensure shopper insights are embedded into activation, assortment, merchandising, and promotion decisions. 

Focus, Scope & Impact 

• Own shopper insight delivery for Japan market channels and occasions 

• Translate consumer and shopper insights into actionable activation recommendations 

• Support portfolio and innovation learning from a shopper perspective 

• Enable faster learning cycles and stronger execution effectiveness in Japan 

• Manage local agencies and research partners 

Key Responsibilities 

Shopper Research & Analytics (Japan) 

• Design and lead shopper research programs across Japanese channels, including modern trade, traditional trade, convenience, on‑premise, and eCommerce 

• Analyze path‑to‑purchase and in‑store behavior specific to Japanese shoppers 

• Apply qualitative, quantitative, and observational methods to uncover shopper truths 

Activation & Commercial Partnership 

• Partner closely with Japan Brand Marketing, RGM, and Commercial teams 

• Provide insight input into assortment, pricing, promotion, and merchandising strategies 

• Support test‑and‑learn initiatives and in‑market pilots 

Performance & Learning 

• Measure effectiveness of shopper activations and campaigns against defined KPIs 

• Lead post‑activation learning and optimization recommendations 

• Contribute shopper insights into portfolio and innovation reviews 

Agency & Capability Management 

• Manage Japan‑based research agencies and vendors 

• Apply OU and global insight standards and tools locally 

• Strengthen internal capability through insight storytelling and best‑practice sharing 

What Success Looks Like 

• Shopper insights are consistently used in Japan activation planning 

• Improved conversion and execution quality across Japanese channels 

• Faster, more actionable learning cycles 

• Strong credibility with Japan Marketing and Commercial teams 

• High‑quality insight delivery aligned to business timelines 

Experience & Critical Requirements 

• Over 11 years of experience in shopper insights, market research, or marketing analytics 

• Strong understanding of Japanese retail landscape and shopper behavior 

• Experience working closely with Sales, Commercial, or RGM teams in Japan 

• Solid grounding in qualitative and quantitative research methodologies 

• FMCG / CPG experience strongly preferred 

Capabilities & Behaviors 

• Strong analytical and problem‑solving skills 

• Action‑oriented with a bias for execution 

• Curious and learning‑driven 

• Comfortable operating in ambiguity 

• Collaborative, enterprise‑minded approach