Location: Mexico (preferred) | Hybrid / Remote

About Sarelly

Sarelly is building more than a beauty brand—we're building an entertainment and culture-driven beauty company designed for the next generation of Latina consumers.

As we expand into the U.S., we're investing in a new capability: an AI-powered Consumer Intelligence Hub that continuously transforms consumer signals into better business decisions.

Rather than relying on traditional research, we're building a proprietary intelligence system that combines first-party data, social conversations, creator communities, AI and strategic thinking to guide Product, Brand, Growth and Retail.

We're looking for someone to lead that capability.

The Opportunity

This is not a traditional Consumer & Market Insights role.

You won't spend your time commissioning surveys and writing research reports.

Instead, you'll build and own Sarelly's Consumer Intelligence function, working at the intersection of consumer understanding, AI and business strategy.

Your mission is simple: Turn consumer signals into better business decisions.

Working alongside an external AI Intelligence Architect and the executive team, you'll help build one of the first AI-native Consumer Intelligence capabilities in beauty.

Key Responsibilities

Build Sarelly's Consumer Intelligence Framework

- Define and continuously refine Sarelly's proprietary consumer taxonomy.
- Organize consumer signals around business questions rather than platforms.
- Ensure our AI systems are trained to identify meaningful consumer patterns instead of simply reporting data.
- Continuously improve the quality and relevance of our intelligence model.

Define the AI Intelligence Architect

You'll lead the building of the technical infrastructure:

- Define how raw consumer data should be categorized and tagged.
- Brief AI workflows and prompting frameworks.
- Validate AI outputs
- Identify new data sources that should be integrated into the system.





Translate Intelligence into Business Recommendations

You'll synthesize consumer intelligence into executive recommendations.

Your recommendations will directly influence:

- Product Innovation
- Franchise Development
- Marketing
- Creator Strategy
- CRM
- Retail

What Success Looks Like

- Identify emerging consumer needs before competitors.
- Translate consumer language into stronger messaging.
- Identify product innovation opportunities earlier.
- Improve creator selection and content strategy.
- Make faster, evidence-based business decisions.

Become the Internal Expert on Latina Consumers

Help Sarelly develop the deepest understanding of Latina beauty consumers in the industry.

This includes understanding differences across:

- Cultural identities
- Heritage groups
- Beauty routines
- Consumer language
- Shopping behaviors
- Generations
- Geographic markets
- Emerging cultural trends

Rather than treating the Latina consumer as one audience, you'll help us understand the nuances that drive relevance.

Build a Learning Organization

Champion a culture of curiosity across the company. Help teams move from reporting observations to generating insights and making better business decisions.

Required Experience

2-3

- years in Consumer Insights, Innovation.
- Experience working with multicultural or diverse consumer audiences.
- Strong qualitative and strategic thinking skills.
- Experience translating consumer research into business recommendations.
- Excellent communication and storytelling skills.
- Fluent in English and Spanish.





Preferred Experience

Strong preference for candidates with experience in one or more of the following:

- Beauty or personal care
- Consumer packaged goods
- Creator economy
- Community-led brands
- Consumer innovation
- Consumer segmentation
- U.S. Hispanic / Latina consumers
- Mexican and U.S. markets

Experience across different Latina sub-communities and target demographics is highly valued.

AI Requirements (Must Have)

We are intentionally building an AI-native Consumer Intelligence function.

You do not need to be an engineer, but you must be highly AI-literate.

You should be comfortable:

- Working daily with Claude, ChatGPT or similar AI tools.
- Developing prompts and AI workflows.
- Validating AI-generated insights.
- Using AI to accelerate research and synthesis.
- Rethinking traditional research methods through AI rather than simply replicating existing processes.

Curiosity about AI and willingness to experiment are essential.

Skills

- Consumer research
- Strategic thinking
- Hypothesis generation
- Pattern recognition
- Cultural analysis
- Storytelling
- AI literacy
- Project management
- Cross-functional collaboration

Mindset

We're looking for someone who:

- Is endlessly curious about people.
- Naturally connects dots that others miss.
- Questions assumptions before accepting them.
- Loves experimenting with AI.
- Enjoys building systems, not just reports.
- Thinks like a strategist, not only a researcher.
- Wants to help build a capability that doesn't yet exist.

Why Join Sarelly?

This is a rare opportunity to build the Consumer Intelligence function from the ground up.

Rather than inheriting traditional research processes, you'll help define how AI and human judgment work together to create a structural competitive advantage for one of the most culturally relevant beauty brands in the market.

📌 Consumer Intelligence Lead (with AI expertise) (México)
🏢 SARELLY
📍 México