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About

Jodie Wang

Customer-Driven Growth Consultant

With nearly 25 years of experience across FMCG, consumer industries, and global markets, I support organisations in shaping products, positioning, and strategy grounded in real customer and market understanding.

I’ve worked across Europe, Asia, and Americas — helping organisations identify opportunities, enter new markets, and align teams around clear customer and business priorities.

Connect with me on Linkedin

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My Perspective

Throughout my work, I’ve seen that the most successful organisations are those that remain deeply connected to their customers — regardless of scale, complexity, or market pressure.

In these organisations, customer understanding is shared, actionable, and embedded in how decisions are made -- rather than something that gets diluted or lost along the way.

The result is clarity — and a strong customer perspective that drives confident decision-making, aligned organizational vision, and a coherent, positive and uplifting organizational culture. 

My work focuses on helping organisations build this capability —
ensuring that customer insight consistently drives direction, decisions, and measurable business outcomes.

Working Across Markets

Raised, shaped and reshaped in various cultural contexts across regions, having learned, unlearned and relearned in a variety of communities, I’ve experienced how differently customers think, behave, and make decisions.

Each market brings its own logic, dynamics, and opportunities — offering new ways to connect with customers and create meaningful value.

The most effective organisations recognise this and build the ability to stay globally coherent while adapting thoughtfully to local contexts.

My experience allows me to navigate these differences — whether entering new markets or aligning global and local teams, to unlock meaningful and impactful business growth. 

How I Typically Engage

I work across strategy, product, marketing — often at the intersection of these areas.

Depending on the context, I collaborate through focused engagements, workshops, longer-term support and more. I have a strong network of experts in different fields. What connects us together is the exposure and experience working across cultures.

My work is always grounded in real customer and market realities, and aimed at driving clarity, growth, alignment, and actionable outcomes.

Selected Work

  • Supporting product strategy and innovation for FMCG and consumer brands across Europe and Asia

  • Designing, embedding and implementing critical customer gating for decision-making during innovation process

  • Leading strategic topics and opportunity identification across regions and/or globally

  • Shaping positioning and go-to-market strategies for new market entry

  • Driving organisational redevelopment and alignment around customer and market priorities

Selected Work

Innovation Opportunties and Product Roadmap
  • Next generation of refrigerators in Indonesia, India and USA
  • Innovation opportunities of water solutions in Indonesia and India
  • The future of "Air" - from semiotics to innovation bearing
  • Kitchen in Europe - Trends, narratives and opportunities for appliances
  • Next generation of dishwasher in Germany and Russia
  • The cultural map of adult milk and implications on new product concepts
  • Innovation for Nestle adult milk category (winner of Nestle innovation award)
  • Flavour of Beef in China and new directions forward
  • "Roast" chicken in China and implication on fast food product development
  • Coffee opportunities in Indonesia, Vietnam and Philippines
  • Understand Seafood flavour in Philippines and innovation opportunities
  • Alcohol for female in China - opportunities for Diageo
Supporting New Product Development
  • ​Product value proposition development for numerous new products, with or without primary research
  • Design directions for numerous product categories
  • Building user-centered and user-friendly product - numerous categories
  • Sensory research and consumer tasting studies
  • Example star products where I was a key member from start to launch: Midea U smart AC,  Philips Soundbar, Lux Fragrance
Championing Strategic Topics and Thought Leadership
  • Crack the challenges for built-in market of major appliances in Europe
  • The new and future of smart home and IoT - strategic implication to Midea business​
Brand insight, advertising development, brand equity and marketing performance assessment
  • Midea online community with >1000 active members
  • Midea global relaunch support and brand equity assessment
  • Toshiba brand development insight work
  • Numerous advertising assessment work and brand health tracking work for global brands
Organisational transformation and capability building
  • Built and implemented critical consumer proofpoint process in new product development process at corporate group level
  • Built and grown the function of Consumer & Market Insights at corporate level
  • Cultural transformation programs - customer thinking
  • Created customised toolkit, trained and landed in organisation

Start a Conversation

If you're looking to align your organisation and brand to be more relevant to your customers for sustainable growth — let’s talk.

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