Pai Zhan
About Pai Zhan
Pai Zhan is a Customer Research Manager at Entain, with a background in account management and research roles at various companies including Kantar and Millward Brown. He has a strong interest in the luxury sector and has developed a brand growth framework for over 20 brands.
Work at Entain
Currently, Pai Zhan serves as the Customer Research Manager at Entain, a role held since 2022 in the City of London, England. In this position, Zhan leads initiatives focused on understanding consumer behavior and brand equity, particularly in the sports betting and gaming sectors. Zhan has successfully managed a global consumer behavior and brand equity tracking program that spans 24 countries. This role involves incorporating various data sources, including Euromonitor and Mintel, to derive comprehensive research insights.
Previous Experience in Customer Research
Before joining Entain, Pai Zhan worked at Kantar as a Research Manager from 2019 to 2021 in London, United Kingdom. Prior to that, Zhan held the position of Account Manager at Kantar from 2017 to 2019 in Shanghai City, China. This experience provided Zhan with a strong foundation in customer research methodologies and insights generation. Zhan also worked at Brown-Forman as a Consumer and Shopper Insights Analyst for five months in 2021, further enhancing expertise in consumer insights.
Education and Expertise
Pai Zhan holds a Master of Science (MSc) in Marketing from the University of Exeter, completed in 2013. Zhan also earned a Bachelor of Arts (BA) in International Management in English from Shanghai University of International Business and Economics, graduating in 2012. Additionally, Zhan participated in a Summer School Exchange program at KEDGE Business School, focusing on sustainable development and social responsibility in 2013. This educational background supports Zhan's expertise in consumer research and marketing strategies.
Background in Research and Marketing
Zhan's career in research and marketing began with roles at Millward Brown as a Senior Research Executive from 2014 to 2016 and at IPG Mediabrands as an Associate Portfolio Manager from 2016 to 2017, both in Shanghai City, China. Zhan also gained experience as a Marketing & Research Intern at TOPBUYER LTD in 2013 and as a Brand Ambassador at CPM UK Limited in London. These positions contributed to Zhan's comprehensive understanding of market dynamics and consumer behavior.
Achievements in Brand Development
In the course of the career, Pai Zhan has developed a new brand growth framework known as 'effective equity' for over 20 brands. This framework aims to enhance brand performance and consumer engagement. Zhan has also demonstrated the ability to manage cross-functional teams and vendors effectively, maximizing project benefits and ensuring successful outcomes. Zhan's strong interest in the luxury sector is evident through ongoing work in luxury retailing at Harrods since 2019.