Prema Kadirval
Director, Consumer Insights - SEAJK | Perfumery & Beauty, GCB
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About
Consumer insights leader with 20+ years in FMCG consumer research, primarily in perfumery and fragrance. Recognized as a strong CI partner with deep expertise, commercial orientation and the ability to translate consumer learnings into practical recommendations for beauty and personal care brands across SEA/SEAJK.
Experience
Director, Consumer Insights - SEAJK | Perfumery & Beauty, GCB - dsm-firmenich Asia Pte Ltd / Firmenich Asia Pte Ltd - Singapore
(2024-07)
- Lead SEA Regional Body Care Consumer Insights and support Clear and Lifebuoy globally through regional SEA leadership and global brand team reporting lines.
- Devise strategic CI plans with stakeholders to build consumer routines, guide olfactive fundamentals and shape fragrance creation across regional brands.
- Partner with commercial, marketing and development teams on Beauty GCB programs and customer-facing briefs, including haircare, body wash and soap bar initiatives across Indonesia, Philippines, Thailand and Japan.
- Coach team members, cascade global CI methodologies and improve ways of working to help teams make faster, better-informed decisions.
Associate Director, Consumer Insights - SEA - dsm-firmenich Asia Pte Ltd / Firmenich Asia Pte Ltd - Singapore
(2021-11 - 2024-06)
Senior Regional Consumer Insights Manager - SEA - dsm-firmenich Asia Pte Ltd / Firmenich Asia Pte Ltd - Singapore
(2016-03 - 2021-10)
Regional Consumer Insights Manager - SEA & India - International Flavors & Fragrances (Asia Pacific)
(2011-09 - 2016-02)
- Oversaw qualitative and quantitative fragrance consumer research for personal care categories including hair care, skin care, toiletries and fine fragrance.
- Supported fragrance business wins across Pantene, Clear, Dove, Lifebuoy, Sunsilk and Safeguard in SEAJ.
Manager, Regional & Australasia - J.D. Power Asia Pacific
(2010-08 - 2011-08)
- Ensured proper organization and implementation of syndicated automotive research studies for regional and Australasia markets.
Regional Consumer Insights Manager - APAC - Millward Brown Asia
(2001-07 - 2010-07)
- Managed data checking, charting, client-ready visual presentations, relevant data extraction and insights development.
Senior Research Assistant - SEA & India - Givaudan Singapore Pte Ltd - Singapore
(1998-05 - 2001-06)
- Developed research design, proposals and questionnaires for product evaluations, brand tracking, consumer usage, habits and attitudes studies and segmentation.
- Coordinated consumer research fieldwork and supported cross-category data analysis.
Education
Bachelor of Marketing and Finance - Marketing and Finance - Curtin University of Technology (1998-04 - 2000-12)
Diploma in Marketing - Marketing - Nanyang Polytechnic (1994-07 - 1997-06)
