Consumer Intelligence Lead

Location: Mexico (preferred) | Hybrid / Remote

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.

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.

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.

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.

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.

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.