Gen AI–Driven Consumer Insights Lead (SEA)

MASH; Jakarta Utara; On-site; IDR 279,000,000 - 558,000,000; Full time

Job summary

MASH is seeking a highly analytical Consumer Insights Specialist to turn product behaviour, consumer feedback, competitor activity, and social/marketing signals into actionable intelligence for Southeast Asia. You’ll combine consumer research, product analysis, competitive intelligence, and AI-enabled workflow design to drive sharper positioning and growth opportunities.

You’ll work across Indonesia and the region to track sentiment, measure usage patterns, and translate findings into strategic

Qualifications

• 8+ years of experience in consumer insights, product research, product marketing, or related analytical roles.
• Strong qualitative and quantitative research skills and ability to build methodologies that answer business questions.
• Hands-on with Gen AI tools and curious about AI in research, testing, and insight generation.

Responsibilities

• Conduct deep-dive product research, teardowns, and competitor benchmarking across consumer apps and Gen AI experiences.
• Evaluate user journeys, onboarding, UX/UI, retention mechanics, and product usability across mobile and web.
• Track competitor launches, feature rollouts, positioning shifts, and market movements across Southeast Asia.
• Translate product and competitor observations into clear strategic implications for marketing, product, and GTM teams.
• Design and manage structured research and testing approaches across Southeast Asian markets, with Indonesia as a priority.
• Combine qualitative research, social listening, consumer feedback, and quantitative signals to identify patterns and opportunities.

Job description

MASH is seeking a highly analytical Consumer Insights Specialist to turn product behaviour, consumer feedback, competitor activity, and social/marketing signals into actionable intelligence for Southeast Asia. You’ll combine consumer research, product analysis, competitive intelligence, and AI-enabled workflow design to drive sharper positioning and growth opportunities.

You’ll work across Indonesia and the region to track sentiment, measure usage patterns, and translate findings into strategic