Senior Manager, North Asia & SEAO Consumer Insights Lead

About the role

Tapestry is looking for a Senior Manager, North Asia & SEAO Consumer Insights Lead based in Singapore, reporting to the Senior Director, APAC Consumer Insights & Strategy. The role covers North Asia (Japan, South Korea) and Southeast Asia & Oceania (SEAO) for both Coach and Kate Spade, acting as the primary insights partner for brand and functional leadership. It is responsible for building consumer and cultural understanding across the 5Ps (promotion, product, price, place, people) and embedding it in market-level planning.

Key responsibilities

• Own and manage qualitative and quantitative research initiatives, including Brand Health Trackers, Attitudes & Usage studies, consumer segmentation and brand-specific projects, plus pre-testing such as communications, product and concept testing
• Manage research vendor relationships and deliver insights on time and to the APAC standard
• Build a consumer fact base covering Gen Z and POME behaviour, generational dynamics, cultural shifts and competition, and ensure it is current and decision-ready
• Apply rigorous study design, questionnaire development, fieldwork management, analysis and reporting, and contribute to evolving the APAC research toolkit with social listening, digital analytics and cultural intelligence
• Actively seek external perspectives and surface emerging consumer and cultural trends
• Partner with marketing, product, merchandising, data analytics and retail teams, socialize findings and turn insights into actionable recommendations
• Share best practices, take part in cross-regional initiatives and support the Senior Director in engaging the Global Consumer Insights team

Required profile

• 8+ years of progressive consumer insights experience, with a mix of agency and client-side work and experience in multi-market, matrixed organisations
• Meaningful experience in at least one of Japan, South Korea or Southeast Asia & Oceania
• Strong stakeholder management and the ability to work autonomously with multiple projects
• Fluent English; Japanese, Korean or another regional language is a strong advantage
• Bachelor's degree required; Master's a plus
• Outstanding candidates: multi-market APAC experience across at least two sub-regions, luxury/fashion/retail background, familiarity with AI-assisted research, and leadership potential

Required skills

• Qualitative and quantitative research, including TURF, MaxDiff and Conjoint analysis
• Syndicated data sources, social listening and digital analytics
• Excellent written and verbal communication