Job Purpose

Lead the end-to-end Digital Transformation agenda across Commercial Operations by leveraging technology, data, analytics, automation, and AI to enhance execution excellence, productivity, asset visibility, outlet engagement, and commercial decision-making.
The role is accountable for developing and scaling integrated digital solutions and data-driven capabilities across Sales, Trade Marketing, Sales Promoters, Asset Management, and Field Operations to drive sustainable business impact.
In addition, the role owns HEINEKEN Vietnam's Commercial Digital Ecosystem Strategy by building and managing strategic partnerships with key digital platforms, POS providers, fintech companies, mobility platforms, and emerging technology partners to unlock new growth opportunities and commercial value.
Acting as a strategic connector across Commercial Functions, D&T, Data & Analytics, Finance, and external partners, the role ensures alignment between business priorities, digital investments, and execution excellence to accelerate HEINEKEN Vietnam's transformation agenda.

Key Challenges for this job:

Driving Digital Adoption at Scale: Accelerate adoption of digital tools and new ways of working across commercial operations and field teams nationwide.
Building an Integrated Digital Ecosystem: Connect multiple platforms, systems, and data sources into a scalable and seamless commercial ecosystem.
Balancing Agility with Governance: Deliver simple and user-centric solutions while ensuring compliance, security, and operational control.
Building a Data-Driven Culture: Strengthen digital capabilities and embed data-driven decision-making across teams.
Managing Continuous Transformation: Respond to evolving business needs while maintaining operational stability and execution excellence.
Delivering Business Value from Digital Investments: Ensure digital initiatives generate measurable productivity gains, efficiencies, and commercial impact.
Translating Business Needs into Digital Solutions: Convert business challenges and opportunities into scalable technology-enabled solutions.
Accelerating AI & Automation Adoption: Leverage AI, analytics, and automation to improve commercial effectiveness and operational efficiency.
Managing Strategic Digital Partnerships: Develop ecosystem partnerships that create sustainable business value and future growth opportunities.

Accountability

Define and lead the Digital Transformation & Commercial Ecosystem Strategy aligned with Commercial and Trade Marketing priorities, including digital partnerships and future capabilities.
Drive digitalization across Commercial Operations/ Channels including SP, Assets, POSM, Warehouse & Transportation, and Field Execution
Develop and scale digital products, platforms, AI and automation solutions to improve business performance and user experience.
Build and govern an integrated commercial data ecosystem across systems, functions, and partners. (BTL Master Channels Dashboard)
Generate business insights and analytics to support commercial planning, performance management, and decision-making.
Lead process excellence, governance, and compliance through digital solutions and automation.
Build digital capabilities and a data-driven culture across Commercial Operations.
Manage strategic partnerships, vendors, and external digital ecosystems to accelerate innovation and create business value.

Business Contact

Key contacts and contact purpose:

Internal: Sales, Trade, RTC, D&T, D&A, Finance, Procurement, Legal, HR, CA, P&CI, Media/Brands

External: Strategic Partners, Digital Platforms, Technology Vendors, Agencies, Data & AI Solution Providers.

Position profile

Qualifications: Bachelor/ Master's degree in Business administration, Economics, Information Technology, Data Analytics, Engineering, Marketing, or related disciplines

Experience / skills required:

Minimum 8 years of experience in Digital Transformation, Commercial Excellence, Analytics, Technology, Strategic Partnerships, or related fields, preferably in FMCG or Beverage industries.
Proven track record in leading large-scale transformation initiatives and cross-functional projects.
Strong leadership and stakeholder management skills.
Strong analytical, problem-solving, and business acumen.
Strong project and change management capabilities.
Excellent communication, influencing, negotiation, and presentation skills.
Ability to translate business needs into scalable digital solutions.
Growth mindset with strong ownership and continuous improvement orientation

Language(s): Strong proficiency with spoken and written English

Functional Competencies:

Digital Transformation & Change Management
Data Analytics & Business Intelligence (Power BI, Dashboarding)
AI, Automation & Digital Innovation
Strategic Partnership & Ecosystem Management
Project & Portfolio Management
Business Case Development & Financial Acumen
Advanced Microsoft Office (Excel, PowerPoint, Power BI)
Knowledge of AI, Automation, and Digital Innovation trends
Experience in applying AI, analytics, or automation solutions to improve business performance is an advantage

Other:

Solid business acumen and strategic orientation
Broad understanding of Commercial Operations, Sales Execution, Trade Marketing, and business processes to drive effective cross-functional collaboration and transformation initiatives.

Senior Digital Transformation Manager (Commercial Operations, Trade MKT)