Senior Director, In-house Research & Intelligence

Job Description

Job Description

About Samyang America

Samyang America stands as the #1 Gen Z brand, boldly shaping the future of food culture with innovative flavors, viral trends, and unforgettable brand experiences. We don’t just create food - we craft moments that spark excitement, inspire connection, and celebrate bold individuality.

Our mission is to bring daring, delicious products to the market that resonate deeply with the next generation of food lovers. From iconic spicy noodles to creative new launches, we are driven by passion, creativity, and a commitment to pushing the boundaries of taste and culture.

At Samyang America, you’ll join a dynamic team that thrives on innovation, collaboration, and a shared love for bold flavor experiences. We value fresh ideas, energetic spirit, and the courage to lead trends rather than follow them.

If you’re ready to be part of a brand that’s more than just food - a brand that moves culture and creates unforgettable moments - join our team today!

About the Strategy & Growth Engine:

Samyang America is building a next-generation Strategy & Growth Engine that integrates strategy, innovation, intelligence, and data into a unified system for growth.

A critical pillar of this transformation is the creation of an internal Consumer Research & Experience Intelligence capability — combining modern research methodologies, AI-enabled insight generation, first-party consumer data systems, and direct consumer engagement to accelerate learning, reduce dependency on external agencies, and build a deeply consumer-centric organization.

Position Summary: 

The Senior Director, In-house Research & Intelligence will lead the development of Samyang America’s internal consumer research ecosystem and insight activation capability.

This role is responsible for building a modern, agile, and AI-enabled in-house research function that combines:

• Quantitative and qualitative research

• AI-assisted research and synthetic consumer tools

• Central location testing (CLT)

• Product and sensory testing

• Consumer communities and influencer panels

• First-party consumer data systems

• Agile experimentation and rapid feedback loops

The role will operate as both a research center of excellence and internal strategic consultancy, enabling faster, more cost-efficient, and more actionable consumer learning across innovation, brand, marketing, R&D, and strategy teams.

This leader will also play a key role in building a culture of consumer closeness across the organization by embedding direct consumer interaction, behavioral understanding, and rapid learning into everyday business decisions.

Key Responsibilities:

Internal Consumer Research Capability Build

• Establish and lead Samyang’s in-house consumer research and experience intelligence capability.

• Design scalable research systems that reduce dependency on traditional external research agencies.

• Build agile, high-frequency research capabilities that support rapid business decision-making.

Quantitative & Qualitative Research

• Lead development and execution of: Quantitative surveys, Consumer segmentation, Usage & attitudes studies, Qualitative interviews and ethnographies, Online communities and forums, Concept and product testing, Claims and packaging research

• Modernize methodologies to increase speed, efficiency, and learning velocity.

AI-Enabled Research & Insight Systems

• Pioneer AI-assisted research methodologies and workflows.

• Partner with Data & AI teams to: Develop AI research agents, Build synthetic consumer testing models, Automate insight synthesis, Accelerate concept screening and learning loops

• Integrate AI into insight generation while maintaining strong human-centered rigor.

Consumer Testing & Experience Platforms

• Build and manage internal capabilities for: Central location testing (CLT), Product and sensory testing, Clinical and consumer validation studies, Rapid in-market experimentation, Establish scalable systems for ongoing product feedback and optimization.

Consumer Communities & First-Party Data

• Develop and grow Samyang’s first-party consumer ecosystem including: Consumer panels, Influencer and creator communities, Brand enthusiast group, Digital feedback and engagement platforms

• Build a proprietary first-party consumer data library that becomes a long-term strategic asset for the company.

Consumer Closeness & Organizational Culture

• Create systems and programs that increase direct consumer engagement across the organization.

• Partner with Strategy, Innovation, R&D, and Marketing leaders to embed consumer understanding into everyday decision-making.

• Champion a culture of curiosity, experimentation, and continuous consumer learning.

Vendor & Platform Management

• Manage relationships with: DIY research platforms, Consumer panel providers, AI insight technology partners, External research and testing vendors