Consumer Insights Manager/Lead - Good English

Monthly salary: upto $5000 or nego

Address:District 2, HCMC

We are hiring a Consumer Insights Manager / Lead to build and lead our consumer insights function (based in Vietnam, focused on the US market). This is a founding leadership role where you will:

- Define how we understand our customers across a multi-brand portfolio

- Build the strategy, team, and operating model for consumer insights from the ground up

- Partner directly with senior leadership (including ex-consultants from Bain, AC Nielsen, Google, Tiki, Trusting Social) to drive retention, loyalty, and LTV

You will sit at the intersection of strategy, analytics, and execution, working with a strong AI (LLM) and data engineering team that is building data insights action loops.

What You'll Own

+ Set the vision & strategy:

-Define the end-state vision for consumer insights, engagement, andretention across our retail and ecommerce portfolio

-Translate business goals into a clear roadmap for customer understanding, segmentation, and lifecycle management

+ Build the function & team:

-Design and build the Consumer Insights function from 0 to 1 including processes, operating cadence, and best practices

-Over time, hire, manage, and develop a small team of analysts / specialists to scale the function

-Establish ways of working with Product, Marketing, Operations, and the AI/Data teams

+ Design customer & retention programs:

-Build customer segmentation frameworks, lifecycle stages, and engagement strategies from the ground up

-Design and test retention and loyalty programs, lifecycle campaigns, win-back strategies, and engagement initiatives that drive measurable LTV and revenue uplift

+ Lead through doing (player-coach):

-Be a player-coach: comfortable both setting direction and being hands-on in the data

-Build dashboards, design analyses, and structure tests to identify what drives retention, frequency, and ARPU

+ Leverage AI and modern data tools:

-Partner closely with our AI and data engineering teams to use LLMs and modern data stacks to analyze customer behavior at scale

-Turn messy, complex data into clear, actionable narratives and recommendations

+ Own measurement & insight storytelling:

-Define and track the KPIs that matter (customer health, cohort performance, retention, LTV, churn, etc.)

-Build reporting and insight packs that help leadership make fast, data-backed decisions.

Communicate insights in a structured, consulting-quality way (problem approach insight recommendation impact)

Job Requirements

1. Have5-7+ yearsleading customer insights, retention, or growth initiatives at consumer-facing companies (ecommerce, marketplace, direct-to-consumer (DTC), delivery platforms preferred)
2. Bonus / Highly valued: Experience in atop-tier management consulting firm(e.g., McKinsey, Bain, BCG) or similar strategy/analytics role in PE-backed or high-growth tech companies
3. Have experienceworking with US or international companies and have strong English and data-focused communication skills
4. Know what good looks like because you've built it before (e.g. launched customer programs from 0 to 1)you can envision the end state and work backwards
5. Are a player-coach: comfortable setting strategy AND getting hands-on with data, analyses, and execution
6. Deeply understand retention economics: LTV modeling, cohort analysis, churn prediction, customer lifetime value optimization
7. Are analytically strong and can wrangle and analyze data to glean real business insights
8. Thrive in ambiguity and 0-to-1 environmentsyou know how to build structure where none exists
9. Are excited about AI/LLMs and see how they can transform customer understanding and personalization

Nice to Have

1. Experience in ecommerce or retail data-driven consumer insights
2. Background building or scaling retention programs at high-growth companies
3. Technical skills: SQL, Python, experience with data warehouses and customer data platforms
4. Deep interest in the use of LLMs (or ML) for analytics and customer insights
5. Some understanding of licensed medical cannabis industry in the US

Why you'll love working here

1. Own the strategy: Define and build customer engagement from scratch for a major ecommerce acquisition as well as help leaders scale data-based marketing efforts across the US for existing operations
2. Real impact: Your work directly drives retention and customer value across a $600M+ business scaling to $1B+ in revenue
3. US-market exposure:Travel to the US and get exposure to US work culture and business opportunities
4. Modern tools: Access to cutting edge AI tools and data infrastructure to do your best work

Attractive package and benefit

1. Competitive package
2. Hybrid working model
3. Macbook Pro provided for work
4. Bonus: 13th month salary
5. Weekly learning sessions and offsites
6. Close-knit small team culture

Interview Process

3 rounds (Overview interview -> Case study and interview (at office) -> Fit interview)

Company Overview

Vireo was founded as a pioneer in medical cannabis in 2014 and is fueled by an entrepreneurial drive. Vireo subsidiary companies cultivate and manufacture a wide variety of high-quality cannabis strains and products for sale through wholly-owned retail dispensaries and licensed third-party dispensaries, with a relentless focus on delighting customers and serving the communities in which we live and operate.