About the Strategy & Growth Engine:
Samyang America is building a next-generation Strategy & Growth Engine that integrates strategy, innovation, intelligence, and data into a unified system for growth.
A critical pillar of this transformation is the creation of an internal Consumer Research & Experience Intelligence capability - combining modern research methodologies, AI-enabled insight generation, first-party consumer data systems, and direct consumer engagement to accelerate learning, reduce dependency on external agencies, and build a deeply consumer-centric organization.
Position Summary:
The Senior Director, In-house Research & Intelligence will lead the development of Samyang America's internal consumer research ecosystem and insight activation capability.
This role is responsible for building a modern, agile, and AI-enabled in-house research function that combines:
- Quantitative and qualitative research
- AI-assisted research and synthetic consumer tools
- Central location testing (CLT)
- Product and sensory testing
- Consumer communities and influencer panels
- First-party consumer data systems
- Agile experimentation and rapid feedback loops
The role will operate as both a research center of excellence and internal strategic consultancy, enabling faster, more cost-efficient, and more actionable consumer learning across innovation, brand, marketing, R&D, and strategy teams.
This leader will also play a key role in building a culture of consumer closeness across the organization by embedding direct consumer interaction, behavioral understanding, and rapid learning into everyday business decisions.
Key Responsibilities:
Internal Consumer Research Capability Build
- Establish and lead Samyang's in-house consumer research and experience intelligence capability.
- Design scalable research systems that reduce dependency on traditional external research agencies.
- Build agile, high-frequency research capabilities that support rapid business decision-making.
Quantitative & Qualitative Research
- Lead development and execution of: Quantitative surveys, Consumer segmentation, Usage & attitudes studies, Qualitative interviews and ethnographies, Online communities and forums, Concept and product testing, Claims and packaging research
- Modernize methodologies to increase speed, efficiency, and learning velocity.
AI-Enabled Research & Insight Systems
- Pioneer AI-assisted research methodologies and workflows.
- Partner with Data & AI teams to: Develop AI research agents, Build synthetic consumer testing models, Automate insight synthesis, Accelerate concept screening and learning loops
- Integrate AI into insight generation while maintaining strong human-centered rigor.
Consumer Testing & Experience Platforms
- Build and manage internal capabilities for: Central location testing (CLT), Product and sensory testing, Clinical and consumer validation studies, Rapid in-market experimentation, Establish scalable systems for ongoing product feedback and optimization.
Consumer Communities & First-Party Data
- Develop and grow Samyang's first-party consumer ecosystem including: Consumer panels, Influencer and creator communities, Brand enthusiast group, Digital feedback and engagement platforms
- Build a proprietary first-party consumer data library that becomes a long-term strategic asset for the company.
Consumer Closeness & Organizational Culture
- Create systems and programs that increase direct consumer engagement across the organization.
- Partner with Strategy, Innovation, R&D, and Marketing leaders to embed consumer understanding into everyday decision-making.
- Champion a culture of curiosity, experimentation, and continuous consumer learning.
Vendor & Platform Management
- Manage relationships with: DIY research platforms, Consumer panel providers, AI insight technology partners, External research and testing vendors
- Evaluate and integrate emerging research technologies and platforms.
Requirements:
- 15+ years of experience in: Consumer insights, Market research, Consumer science, Experience research, Innovation insights
- Deep expertise across both: Quantitative research, Qualitative research
- Experience building or transforming consumer insight capabilities.
- Strong understanding of modern agile and digital research methodologies.
- Experience leading cross-functional insight programs that influence strategy and innovation decisions.
Preferred:
- Experience with: AI-enabled research platforms, Synthetic consumer testing, DIY survey platforms, Consumer community management, Behavioral and social analytics
- Experience in: Consumer packaged goods, Food & beverage, Consumer technology , Innovation organizations
- Familiarity with sensory or product testing methodologies.
- Experience managing research operations and external agencies.
Leadership Attributes:
Successful candidates will demonstrate:
Consumer obsession - deep curiosity about human behavior and unmet needs
Builder mindset - able to create systems and capabilities from the ground up
Innovation orientation - embraces emerging tools and methodologies
Strategic influence - connects research to business impact
Operational rigor - builds scalable, repeatable insight systems
Cross-functional collaboration - works effectively across marketing, R&D, strategy, and innovation teams
The base salary for this position is between $150,000.00 and $200,000.00 per year. Actual compensation will depend on a variety of factors, including qualifications, experience, and location. This position may also be eligible for additional compensation and benefits, including an annual incentive bonus, medical/dental/vision insurance, life insurance, PTO/FTO, and a 401(k) plan with company match.
