Senior Manager, North Asia & SEAO Consumer Insights Lead

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Senior Manager, North Asia & SEAO Consumer Insights Lead
Location: Singapore
Reports to: Senior Director, APAC Consumer Insights & Strategy
Direct Reports: None initially; potential to build small team over time
Primary Purpose
The Senior Manager, North Asia & SEAO Consumer Insights Lead is responsible for building and delivering consumer and cultural understanding across Tapestry's North Asia (Japan, South Korea) and Southeast Asia & Oceania (SEAO) markets for both Coach and Kate Spade. Reporting directly to the Senior Director, APAC Consumer Insights & Strategy, this individual serves as the primary insights partner for brand and functional leadership across these sub-regions, ensuring that consumer understanding spans the full breadth of the 5Ps - promotion, product, price, place, and people - and is deeply embedded in market-level planning and decision-making.
Where the Senior Director sets the functional standard and strategic agenda for the APAC region, the Senior Manager is the on-the-ground insights leader for North Asia and SEAO - translating the region's methodological frameworks and research standards into locally relevant, high-quality insight programs tailored to the distinct consumer landscapes of each market. This individual must be both a skilled research practitioner and a credible business partner, capable of managing complex multi-market research programs while ensuring that findings are translated into clear, actionable recommendations that drive commercial outcomes.
The Senior Manager works in close partnership with the Senior Director to form the core insights engine that feeds Tapestry's broader APAC Consumer Insights & Strategy team. The role requires strong collaboration with APAC Strategy, global Consumer Insights leadership, and cross-functional partners including marketing, product, merchandising, data analytics, and retail across North Asia and SEAO.
Key Responsibilities
The successful individual will leverage their proficiency in Consumer Insights to drive:
North Asia & SEAO Consumer Insights Delivery: The Senior Manager owns and manages the full suite of qualitative and quantitative research initiatives across North Asia and SEAO, both transversal and brand-specific. This includes ongoing programs such as Brand Health Trackers, Attitudes & Usage studies, consumer segmentation work, and brand-specific research projects, as well as supporting the rollout and local adaptation of pre-testing capabilities including communications testing, product testing, and concept validation. The individual is responsible for managing research vendor relationships in their markets, ensuring quality of execution and value from agency partnerships, and delivering insights on time and to the standard set by the broader APAC Consumer Insights function. Where the Senior Director defines the overarching research roadmap and methodology standards, the Senior Manager is responsible for executing against that roadmap in their markets while flagging opportunities to adapt or enhance approaches based on local market dynamics.
Consumer Understanding Across All 5Ps in North Asia & SEAO: The Senior Manager builds and maintains a robust consumer fact base across North Asia and SEAO, spanning Gen Z and POME consumer behavior, generational dynamics, cultural shifts, and competitive context. This understanding must account for the significant behavioral, cultural, and attitudinal differences between markets - from the maturity and sophistication of the Japanese luxury consumer to the rapid digital evolution of Southeast Asian markets. The individual ensures that consumer understanding extends beyond promotion into product relevance and desirability, pricing and value perception, channel and format preferences, and the people dimension of how consumers relate to and experience Coach and Kate Spade in each market. While the Senior Director is responsible for shaping the APAC-wide consumer fact base, the Senior Manager is the primary contributor for their sub-regions, ensuring that the knowledge base is current, nuanced, and decision-ready.
Research Execution & Methodological Rigor: The Senior Manager applies strong technical skills in both qualitative and quantitative research - from study design and questionnaire development through fieldwork management, analysis, and reporting. The individual is expected to maintain high standards of methodological rigor in line with the frameworks and toolkits established by the Senior Director, while developing growing expertise in emerging approaches such as social listening, digital analytics, and cultural intelligence. The Senior Manager is expected to be a key contributor to the innovation and evolution of the APAC research capabilities toolkit, bringing on-the-ground learning from their markets to inform how the function continues to sharpen its methods and approaches.
Outside-In Perspective & Cultural Awareness: The Senior Manager brings genuine intellectual curiosity about the consumers and cultures in their markets and actively seeks out external perspectives - from cultural commentators, specialist agencies, industry reports, and local thought leaders - to supplement primary research with richer contextual understanding. The individual contributes to the team's foresight capabilities by surfacing emerging consumer and cultural trends in North Asia and SEAO before they become mainstream, feeding these observations into the broader team's strategic thinking. The Senior Manager is expected to be a proactive contributor to the outside-in agenda for the function, particularly in bringing locally grounded cultural intelligence from their markets.
Cross-Functional Partnership & Insight Activation: The Senior Manager serves as the primary consumer insights partner for brand and functional teams in North Asia and SEAO, including marketing, product, merchandising, and data analytics. The individual is responsible for building trusted advisory relationships with stakeholders, proactively socializing research findings, and ensuring that the voice of the consumer is present in market-level planning conversations - from seasonal execution through longer-range planning. The Senior Manager translates consumer insights into clear, commercially relevant recommendations that can be acted upon by local teams, working in close coordination with the Senior Director to ensure alignment with the broader APAC Consumer Insights & Strategy agenda and the 5P action plan framework.
Contribution to APAC Functional Excellence: The Senior Manager contributes to the overall strength and reputation of the APAC Consumer Insights function by maintaining consistently high standards in their own work, sharing best practices and learnings across markets, and participating in cross-regional initiatives and projects. The individual partners with the Senior Director in interfacing with Tapestry's Global Consumer Insights team on cross-market initiatives that touch North Asia and SEAO, and supports the Senior Director in building the case for the unique needs and complexities of APAC consumers within the global organization.
Required Qualifications
The accomplished individual will possess:
The ideal candidate will possess 8 or more years of progressive experience in consumer insights, with a strong blend of agency and client-side experience preferred, and demonstrated experience working within or supporting multi-market, matrixed organizations. They must have solid technical proficiency in both qualitative and quantitative research methodologies from design through execution, including familiarity with analytical techniques such as TURF, MaxDiff, or Conjoint analysis and comfort working with syndicated data sources. Working knowledge of social listening, digital analytics, and cultural research is expected, with depth in at least one of these areas. The individual must have meaningful experience in at least one of the sub-regions covered by the role (Japan, South Korea, or Southeast Asia & Oceania) and a genuine curiosity about and sensitivity to the diverse consumer landscapes across these markets. Strong stakeholder management skills are essential, with a demonstrated ability to build trusted partnerships with cross-functional teams and to communicate insights in a way that drives action. Language capability should include fluency in English, with proficiency in Japanese, Korean, or another regionally relevant language considered a strong advantage. The candidate must be comfortable working with ambiguity, managing multiple projects simultaneously, and operating with a high degree of autonomy while staying tightly aligned with the broader team's priorities. Excellent written and verbal communication skills are required, with the ability to tell clear, compelling stories from data and research. A relevant Bachelor's degree is

Skills
Data Analysis