Prema Kadirval

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.

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.

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)