Yi (Travis) Wei
Associate Director, R&D Value Leadership & Technical Program Management
About
Experienced insights expert with a demonstrated history of working in the consumer goods industry from both in-house research department and international agency. Skilled in Consumer Behavior and Sensory Evaluation with 14 years’ experience of qualitative and quantitative research methods. Diving in R&D of a MNC company, Travis inspires meaningful product innovation for greater user experience, by not only technical insights but also integration of multi country resources.
China
Guangzhou
Consumer Goods
Quantitative Research, Sensory Evaluation, Marketing Research, Qualitative Research, Customer Satisfaction, Product Testing, Consumer Behaviour, Customer Insight, FMCG, Brand Equity, Consumer Insight, Segmentation, Product Innovation, Focus Groups, Shopper Marketing, Consumer Products, Analytics, Market Research, Market Analysis
Experience
Associate Director, R&D Value Leadership & Technical Program Management
Mars Wrigley Confectionery
Guangzhou, Guangdong, China
- Initiate productivity opportunities in balance of customer value and ingredient costs, accountable for prime cost saving delivery - Drive technology innovation pipeline - Deploy Mars global strategic technical program in China
Manager, Sensory for Global Mints and Doublemint
Mars Wrigley Confectionery
Guangzhou, Guangdong, China
- Discover consumer and sensory insights for global mints board and global Doublemint brand board, support global brand board strategy build as R&D spoke - Lead key regional scale brand initiatives with frontend innovation processes - Champion key quality attributes in APAC for compliance to global standards
Manager, Consumer Insight to Innovation
Wrigley
Guangzhou
- Initiate and lead consumer and sensory research for new product / packaging development of active brands in China and South Asia - Drive foundational research fueling long term innovation / renovation strategy - Support marketing and regulatory on product claim substantiation
Senior Scientist, Consumer Insight to Innovation
Wrigley
Guangzhou
- Manage consumer and sensory research for new product / packaging development and productivity programs in the pipelines of China and South Asia
Senior Manager, Consumer Research
Nielsen
Guangzhou
- In charge of client needs understanding, solution proposal preparation, analysis and presentation - FMCG focused plus loyal clients in telecom as long term client service rep. - People development for direct reports
Manager, Consumer Research / Branded Solutions
Nielsen
Guangzhou / Shanghai
- Manage and develop Nielsen’s proprietary research solutions in China, including customer satisfaction and loyalty research, brand equity research, mystery shopper program etc. - People development for direct reports
Senior Executive / Executive, Consumer Research
Nielsen
Guangzhou
- Research project management and execution from study design, fieldwork, data processing to analysis - Daily client service
Education
Sun Yat-sen University
Public Relations
Yi (Travis) Wei's Contact Information
Phone
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