Job Purpose
- Champion the Voice of Consumer and Shopper across HVN by translating market, category, consumer and shopper data into clear, actionable insights that shape brand, portfolio and commercial strategy.
- Lead the design, execution and synthesis of the consumer insights agenda of assigned HVN portfolio including U&A, brand health tracking, segmentation, brand equity, occasion, Link test, Inno Test/Inno Predict, pricing studies — to inform brand growth, innovation pipeline and portfolio choices.
- Build a connected insights ecosystem by integrating multiple data sources (Nielsen, BGS, brand trackers, consumer panels, internal sales) into coherent narratives and frameworks that drive sharper decisions on brand strategy, NPD and channel activation.
- Develop CMI capability and insight culture across Marketing, Trade, Sales and Revenue Management — embedding consumer-centric thinking, ROI mindset and so-what / now-what rigor into day-to-day business decisions.
Responsibilities
Consumer & Shopper Understanding
- Own the consumer and shopper knowledge agenda across the portfolio — identify knowledge gaps, prioritize learning needs and build a multi-year insights roadmap aligned to brand and portfolio strategy.
- Lead end-to-end management of foundational studies (U&A, segmentation, brand equity, Link test, occasion-based, path-to-purchase, pricing & promo) — from briefing and methodology design to fieldwork oversight, analysis and storytelling.
- Translate findings into clear strategic implications, recommendations and so-what actions for Brand, Trade, Sales and Revenue Management teams — not data dumps, but decision-ready insights.
Brand Health, Equity & Performance Tracking
- Manage continuous brand health and equity trackers (e.g. BGS / brand power) — interpret movements, diagnose drivers and connect equity shifts to in-market performance, communication and activation.
- Provide quarterly portfolio brand performance readouts integrating equity, share, penetration and consumption data to inform Brand Plan reviews, ICP and Annual Plan cycles.
- Partner with Brand teams to define and monitor brand KPIs and ensure consistent measurement of brand equity progress over time.
Insights to Drive Brand & Portfolio Strategy
- Partner with Brand, Innovation and Portfolio Strategy teams to shape positioning, communication and innovation choices grounded in consumer truths and category dynamics.
- Provide insight inputs into key strategic forums (Strategic Planning, ICP, AP, Portfolio Reviews, Innovation funnel, Beyond Lager / Beyond Beer agenda) — bringing the consumer perspective to every major decision.
- Identify emerging consumer trends, cultural shifts and unmet needs in the Vietnam beverage and beer category, and surface implications for portfolio growth opportunities.
Integrated Insights Ecosystem & Data Storytelling
- Connect and synthesize multiple data sources — Nielsen retail audit, BGS, consumer trackers, internal sales, qualitative work, social listening and global Heineken studies — into one coherent narrative.
- Develop strong, visually compelling insight stories tailored to senior stakeholders (MT, Brand Directors, Sales Directors) that move audiences from data to action.
- Champion best-practice insight tools, frameworks and templates across the CMI team to raise the quality bar of consumer storytelling.
Stakeholder Partnership & Capability Building
- Act as a trusted advisor and curious challenger to Brand and Commercial leaders — asking the right questions, challenging assumptions and ensuring decisions are grounded in evidence.
- Manage strategic agency partnerships (Nielsen, Kantar, Ipsos and qualitative specialists) — driving quality, value-for-money and continuous improvement of methodology.
- Uplift insight literacy across Marketing, Trade and Sales through training, immersions and embedded ways of working.
Qualifications
- Bachelor's degree or higher in Marketing, Business, Economics, Statistics, Social Sciences or related field
- At least 3-5 years of experience in Consumer Insights, Market Research or Strategy roles — ideally combining client-side and agency-side exposure in FMCG / beverages
- Strong command of qualitative and quantitative research methodologies (U&A, brand health, segmentation, conjoint, ethnography, focus groups, in-depth interviews)
- Solid working knowledge of Nielsen retail audit, brand equity frameworks (e.g. BGS / brand power), consumer panels and category analytics
- Comfortable with data analysis tools (Excel advanced, Power BI) and able to translate complex datasets into clear stories
- Demonstrated ability to influence senior stakeholders and drive decisions through insight; strong storytelling and presentation skills
- Strong analytical thinking, strategic mindset and so-what / now-what rigor
- People management experience and a track record of coaching and developing talent
- Fluent in Vietnamese and English (written and spoken)
