Job Information
The Coca-Cola Company Director, Consumer & Category Insights in Tokyo, Japan
The Director, Consumer & Category Insights is the enterprise owner of consumer understanding and category insight across Japan and Korea. This role ensures that deep, human‑centered insights inform brand strategy, category growth plans, innovation pipelines, and communication development.
The Director leads category insight teams embedded within Marketing and acts as a strategic thought partner to Brand, Innovation, and Strategy teams-ensuring that consumer truths are translated into winning ideas and growth choices.
Focus, Scope & Impact
Own consumer insight strategy across categories and brands in Japan and Korea
Lead category growth understanding, including needs, occasions, and consumption behaviors
Shape innovation and communication strategies through deep consumer intimacy
Ensure consistency, rigor, and quality of insights across categories
Lead and develop Consumer & Category Insights teams
Key Responsibilities
Consumer Understanding & Human Sciences
Lead consumer research, human sciences, and foresight initiatives to uncover deep motivations, needs, and rituals
Anticipate cultural, societal, and consumption shifts relevant to Japan and Korea
Ensure insights reflect local nuance while leveraging global frameworks
Category & Brand Strategy Support
Partner with Brand and Category teams to inform positioning, growth strategies, and creative development
Own category learning agendas and ensure insights inform annual and long‑range planning
Translate consumer insights into clear strategic implications and opportunities
Innovation & Communication Effectiveness
Shape innovation pipelines by identifying unmet needs, demand spaces, and future occasions
Lead learning plans for innovation, communication, and experience testing
Ensure continuous learning from in‑market performance
Research, Analytics & Governance
Own research standards, methodologies, and agency governance across categories
Balance qualitative depth with quantitative rigor and advanced analytics
Drive efficiency and effectiveness in research investment
People & Capability Leadership
Lead and develop Senior Managers and Managers across category insight teams
Build strong insight storytelling and strategic thinking capabilities
Foster a culture of curiosity, empathy, and business impact
What Success Looks Like
Clear, inspiring consumer truths shaping brand and category strategies
Strong innovation success rates driven by insight‑led choices
High trust and reliance on consumer insights by Marketing leadership
Consistent quality and rigor across category insight outputs
A strong bench of future insight leaders
Experience & Critical Requirements
Over 13 years of experience in consumer insights, market research, or marketing strategy
Deep expertise in qualitative and quantitative research methodologies
Strong understanding of brand building, category strategy, and innovation processes
Proven experience leading teams and managing agencies
Experience in CPG, FMCG, or beverage categories preferred
Analytical Thinking, Brand Positioning, Brand Storytelling, Channel Management, Channels Strategy, Communication, Competitive Assessments, Consumer Segmentation, Consumer Trends, Decision Making, Digital Media Strategy, Group Problem Solving, Leadership, Market Research, Media Planning, Microsoft Office, Quantitative Research, Retail Marketing Strategy, Social Media Strategies, Syndicated Research, Waterfall Model
Location(s):
Japan
City/Cities:
Tokyo
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
July 31, 2026
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what's possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors - curious, empowered, inclusive and agile - and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision (https://www.coca-colacompany.com/company/purpose-and-vision) to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
Annual Incentive Reference Value Percentage:30Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.