Consumer Intelligence Lead

Location:

Mexico (preferred) | Hybrid / Remote About Sarelly

Sarelly is building more than a beauty brand: we're building an entertainment and culture-driven beauty company for the next generation of Latina consumers. As we expand into the U.S., we're building a Consumer Intelligence capability that combines first-party data, social conversations, consumer communities, research and AI to bring the voice of the consumer closer to how we build products, brands and experiences. We're looking for someone to build and lead that capability.

The Opportunity

This is

not a traditional Consumer & Market Insights role. We're looking for someone deeply curious about consumers, passionate about products, highly comfortable with AI, and excited to operate

inside the business

, not simply deliver research to it. Your mission:

Turn consumer understanding into better products and better business decisions. You will be a close strategic partner to Product Development, while supporting Brand, Growth, Retail and leadership with actionable consumer intelligence. You will also work with an AI/Data Architect responsible for the technical infrastructure behind our Consumer Intelligence Hub. Your role is to own the consumer questions, insights, interpretation and business application, not the data architecture.

Key Responsibilities

1. Put Consumer Intelligence at the Heart of Product Development

Product Development will be one of your closest partners. You'll work across the innovation process, from identifying unmet needs and white spaces to concept development, product testing and post-launch learning. You will: Identify consumer needs, frustrations, behaviors and beauty routines that can inspire new products. Translate insights into product opportunities and innovation briefs. Bring consumer evidence into product prioritization and key development decisions. Design fast, effective ways to test concepts, claims, shades, formulas, packaging and propositions. Turn learnings from existing products and launches into future innovation opportunities. Help identify opportunities to strengthen Sarelly's hero products and franchises. The goal is to move Consumer Intelligence

upstream

: from validating ideas after they exist to helping determine what we should build in the first place.

2. Build Sarelly's Consumer Intelligence Capability

Build a continuous understanding of our consumers by connecting signals across first-party data, research, social conversations, reviews, CRM, creators and communities, retail, and cultural and category trends. Organize intelligence around the

questions the business needs to answer

, identify knowledge gaps, and determine the fastest and most effective way to answer them. Turn those signals into clear recommendations:

What are we seeing? Why does it matter? What should we do about it? Make Consumer Intelligence accessible and actionable across the organization and help build a more consumer-led culture at Sarelly.

3. Become an Expert on Latina Beauty Consumers

Help Sarelly develop a nuanced understanding of Latina beauty consumers across Mexico and the U.S, including differences in cultural identities, beauty concerns and routines, product needs, language, shopping behaviors, generations and markets. We don't believe in treating the Latina consumer as one homogeneous audience. You'll help us understand the nuances that drive meaningful product and cultural relevance.

4. Make AI Part of How You Work

We want someone who is

AI-native in their day-to-day working style.

You don't need to be an engineer or architect our data infrastructure, but you should actively use AI to make your work faster, deeper and smarter. You should be comfortable using AI to: Analyze and synthesize large volumes of consumer feedback. Identify patterns across reviews, social conversations and research. Accelerate competitive, category and consumer research. Develop hypotheses and research approaches. Create repeatable AI-powered research and analysis workflows. Continuously experiment with new tools and approaches. Experience building or using AI agents and agentic workflows is a strong plus.

Required Experience

3–5 years in Consumer Insights, Consumer Strategy, Innovation, Product Insights or a related discipline. Experience working in-house within a consumer brand / CPG company. Experience partnering directly with

Product Development, Innovation or R&D teams. Strong interest in products and what drives consumer adoption. Strong qualitative research, analytical and strategic thinking skills. Ability to translate consumer research into clear product and business recommendations. Strong understanding of research methodologies and when to use them. Hands-on use of AI tools as part of your professional workflow. Excellent communication and storytelling skills. Fluent in Englis