Meet Deborah - Sr Analyst Market and Consumer Research
Deborah joined PMI Singapore in 2008 as a Planning and Consumer Insights Analyst. “I was handling strategic planning for the brands in our portfolio, helping to map out volume and market share objectives in the long and short term.” Her responsibilities also included working with consumer profiles. “Our goal is to have a consumer-centric mindset and to develop ideas on how to better meet the consumers’ needs.” In 2009, she was given the opportunity to broaden her knowledge in a short-term assignment in our Operations Center in Lausanne, Switzerland. She accepted an offer to become a Brand Building Trainee.
“I’m working with people from many nationalities, and that means diverse opinions, ideas, and points of view. It’s a really rich culture.”
The Brand Building program is arranged in two parts. The first team Deborah worked with was Market Research, where one of her projects was to manage the roll-out of a system that will track the success of our new product launches in markets worldwide. “With this tool, we can see how launches are performing across brands and markets, and identify the drivers of success for new products.” Another project she worked on was measuring real-time consumer behavior at retail. “This will help us to understand how we can better arrange and display our brands to generate the best results,” Deborah explains. The second part of Deborah’s assignment, she worked with our Consumer Engagement Team. She describes it as a great opportunity. “It’s really working the other side of my brain,” she laughs. “I come from a really analytical background, so it’s exciting to work with such creative material.” Currently, she’s Senior Analyst Market and Consumer Research, managing studies and research projects with her dedicated teammates.
Describing her career with PMI, Deborah says, “I’ve been with the company just over two years, and I’ve had incredible experiences already.” She enjoys the diversity of PMI’s multicultural environment. “I’m working with people from many nationalities, and that means diverse opinions, ideas, and points of view. It’s a really rich culture.”