China/IMG/SA Research Director & Strategic Insights Lead

Lead the China/IMG/SA Research & Consumer Insights function, directing Product Research, Brand and Communications research, and Consumer Insights for both passenger and commercial vehicle divisions (Ford Blue, Model e, Lincoln, and Ford Pro). As “voice of thecCustomer” lead across China, IMG, and South America, you will embed actionable insights across the business lifecycle — from upstream planning to post-launch communications strategy — while serving as a principal advisor to senior leadership to drive customer-centric business strategy.

Product Research

• Serve as the primary authority on market research and voice of the customer for China, IMG, and South America, directing all consumer research and insights across the three markets.
• Pilot new methods, data sources, and AI-enabled tools against clear success criteria.
• Execute against Ford's global research playbook — common methods, stimuli standards, segment and metric definitions — so regional results are comparable and trendable. Critically audit research designs, mitigate bias, and ensure the validity of strategic findings.
• Accelerate research speed and predictive accuracy through AI integration and process optimization.
• Direct primary research, tracking studies, and advanced conjoint and choice modeling, maintaining rigorous standards throughout the product development process.
• Direct development and dissemination of insights on strategic topics such as ADAS, infotainment, powertrain trends, and accessories.

Consumer Insights

• Develop and oversee Customer Insights Briefs at program kick-off and Target Customer Profiles that define the emotional and functional needs of the target customer, establishing the foundational customer understanding for program teams.
• Partner on the customer problem statement, market context, and key customer insights that underpin a successful product concept and differentiate in segment.
• Partner with the Product Execution Team (PM, Planning, Product, GMs, Marketing) to embed customer and competitive insight into strategic decisions from cycle plan inclusion through launch and into market.
• Identify priority learning gaps and direct primary and secondary research to address them, leveraging internal tools and teams.
• Synthesize multiple data sources into high-impact narratives with clear business implications and actionable recommendations.

Brand & Communications Research

• Own cadence-driven tracking of Ford, Lincoln, and competitive brand funnel metrics and attributes across key audiences and subgroups in the region.
• Direct always-on social listening on brand, product, and corporate topics, alongside tracking of purchase and rejection reasons, customer experience, and owned social and ambassador performance.
• Guide target customer and communications positioning research to shape campaign development and creative for vehicle reveals and launches.
• Direct copy testing, control-versus-exposed attitudinal lift, and campaign performance measurement to quantify impact across the brand funnel and optimize media strategy.

Team

• Elevate team capability and foster a culture of excellence across China, IMG, and South America, coaching talent to high performance.

#LI-SS

Role Requirements

The minimum requirements we seek:

• Bachelor's degree in Business, Statistics, Engineering, Consumer Behavior, or Data Analysis; MBA highly preferred.
• 10+ years of progressive leadership in Market Research, Portfolio Planning, Advanced Product Concepting, Consumer Insights, or Strategic Consulting.
• Mastery of quantitative methodologies, including advanced analytical modeling, with deep proficiency in qualitative research.
• Direct experience across product research and brand or communications research, including brand tracking and advertising effectiveness measurement.
• Proven ability to translate granular data into macro-level business objectives and market trends.
• Exceptional executive presence, distilling complex findings into persuasive recommendations for senior leadership.
• Demonstrated success managing complex, cross-functional projects and coaching talent to high performance.
• Ability to critically audit research designs, mitigate bias, and ensure the validity of strategic findings.

Our preferred requirements:

• Experience navigating diverse market dynamics and cultural nuances across China, IMG, and South America.
• Track record of measurably reducing research cycle times or re-engineering a research function for speed.
• Demonstrated habit of scouting, piloting, and scaling emerging research methods and AI-enabled tools.
• Experience managing a research supplier ecosystem across multiple markets, including spend accountability.
• Background in automotive or another complex, engineering-led product environment.

Leadership & Behavioral Competencies

• Future orientation — anticipates where research is going and positions the function to get there first.
• Learning agility, with a test-and-learn instinct and the discipline to kill what is not working.
• Global mindset — upholds one standard, respects local nuance, resists fragmentation.
• Governance discipline — enforces research standards and decision rights consistently.
• Bias for speed, with judgment about where rigor is non-negotiable.
• Managerial courage — makes and stands behind difficult decisions.
• Emotional calmness when navigating ambiguity and organizational change.
• Strong performance management, holding teams to high standards.
• Deep customer empathy for internal partners' business challenges.