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About

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Jodie Wang

Strategy & Insight 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

My Perspective

Through my work, I’ve seen how often organisations lose connection with their customers — even when they have strong technology, products, and market presence.
The challenge is rarely lack of data.
It is lack of clarity, direction, translation and alignment.
Customer understanding is often fragmented across teams, filtered through internal priorities, or disconnected from decision-making.
The customer perspective becomes blurred.
My work focuses on reconnecting organisations with their customers — turning fragmented understanding into clear direction, and insight into decisions that lead to tangible business outcomes.

Working Across Markets

Born and raised in China, shaped by Singapore, and working across regions, I’ve experienced how differently customers think, behave, and make decisions.
What works in one market rarely translates directly to another.
On the other hand, organisations often struggle to balance global consistency with local relevance — leading to misalignment, missed opportunities, or ineffective execution.
My experience allows me to navigate these differences — whether entering new markets or aligning global and local teams, all for the purpose of meaningful and impactful business growth. 

How I Typically Engage

I work across strategy, product, marketing and innovation — often at the intersection of these areas.
Depending on the context, I collaborate through focused engagements, workshops, or longer-term support.
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
  • Leading strategic topics and opportunity identification across multiple regions
  • Shaping positioning and go-to-market strategies for products entering new markets
  • 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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