Singapore
I am a Market Research Director with over 15 years of experience in consumer insights, brand research, and market intelligence within the beauty and cosmetics industry. My expertise lies in translating complex consumer data into clear, actionable insights that enable confident business decisions. I work closely with marketing, product, and senior leadership teams to ensure research outcomes are aligned with commercial objectives. Core strengths include: Consumer & shopper insights Brand health tracking & equity measurement Product concept and innovation research Qualitative & quantitative research design Market segmentation and opportunity sizing Stakeholder management and insight storytelling I am passionate about building consumer-centric strategies and fostering a strong insight culture within organizations.
Lead the market research and consumer insights function across core product categories including skincare, personal care, and beauty accessories Define and execute regional research strategy supporting brand growth in Singapore and Southeast Asia Partner closely with Marketing, Product Development, Sales, and Leadership teams to guide: Brand positioning & messaging New product development (NPD) and innovation pipelines Pricing, packaging, and portfolio optimization Oversee quantitative and qualitative research programs, including: U&A studies, segmentation, brand health tracking Concept, product, and claims testing Consumer ethnography and focus groups Manage external research agencies and internal analysts, ensuring high research quality and cost efficiency Present insight-driven recommendations to senior stakeholders and influence strategic decision-making Key Achievements Improved NPD success rate by aligning product concepts with validated consumer needs Built a standardized insight framework adopted across multiple brands Strengthened data-driven culture within commercial and marketing teams
Conducted brand tracking, ad testing, and shopper research Collaborated with agencies and internal teams to deliver actionable insights