Research & Insights Director

About CXM, Research & Insights Team

CXM, Research & Insights team is a part of Central Retail Corporation and oversees the Total Experience Ecosystem across CRC and Central Group. This ecosystem comprises of Customer Experience (CX), Employee Experience (EX), Brand Experience (BX), and Research & Insightsforming a unified experience management framework that connects employees, customers, brands, and data-driven insights to elevate the overall experience.

Our mission is to drive and deliver relevant product and service offerings for each customer segment and a best-in-class omni-channel customer experience for all Business Units under CRC and Central Group (e.g., Central Department Store, Robinson, Tops, Power Buy, Thai Watsadu, Central Pattana, etc.). We operate with deep customer-centric philosophy grounded in empathy, leveraging advanced technologies to capture, analyze, and transform customer feedback into impactful, actionable solutions. These insights are strategically gathered from every critical touchpoint along the customer journey.

Roles & Responsibilities

Research Program Management Responsibilities (30%)

• Oversee quantitative and qualitative research programs
• Manage end-to-end research design and implementation in accordance with CRC business requirements and/or strategic needs including: scoping, sampling, questionnaire design, fieldwork, analysis, and reporting.
• Track the progress of each project and set precise deadlines for specific/critical tasks.
• Manage the timeline and execution plans of the research projects
• Identify potential risks, issues, and help implement corrective actions to keep projects on track and within budget.
• Lead both in-house research and vendor-managed studies; ensure methodological rigor and high quality.

Data Analysis & Insight Delivery (20%)

• Synthesize complex customer, market, and business data into clear, actionable insights.
• Translate insights into strategic recommendations for CRC business units.
• Present findings through compelling executive reports and precise storytelling.

Governance, Budget & Performance (20%)

• Oversee research budget, cost optimization, and vendor performance management (for outsource research projects)
• Ensure data quality, governance, compliance, and methodological accuracy.
• Evaluate impact of insights on business outcomes and organizational priorities.

Cross-functional Collaboration (20%)

• Partner with various functional teams of CRC Business Units to embed insights into decision-making.
• Influence stakeholders at all levels to act on insights and drive customer-centric improvements.
• Manage relationships with external agencies and research partners.

Team Leadership & Development (10%)

• Lead and develop a high-performing Research & Insights team with diverse expertise.
• Implement best practices, research standards, and continuous improvement processes.
• Foster a culture of curiosity, analytical thinking, and evidence-based decision making.

Qualifications

Education:

Bachelor's or Master's degree in Business, Statistics, Marketing, Psychology, Economics, or related field.

Experience:

• At least 7 years in research, insights, customer analytics, or strategypreferably in a complex or multi-BU organization.
• Strong proficiency in both quantitative and qualitative research methodologies.
• Proven track record of delivering insights that influence senior leadership and business outcomes.
• Experience managing agencies, budgets, and cross-functional initiatives.

Technical & Analytical Skills:

• Strong knowledge of quantitative survey, and qualitative customer study design, sampling, statistics, and insight frameworks.
• Proficiency with analytics tools (e.g., Qualtrics, SPSS, Python, Power BI, Tableau, etc.).
• Strong presentation, storytelling, and insight communication skills.
• Strong cabability to conduct in-depth interviews and effectively moderate focus groups.

Leadership & Soft Skills:

• Strategic thinker with strong business acumen.
• Excellent stakeholder management and influencing skills.
• Strong team leadership, coaching, and organizational skills.
• Ability to manage multiple projects in a fast-paced environment.