Head of Product Transformation (F&B)

About the Role

We are looking for a Head of Digital Transformation to turn our growing set of digital tools, data and pilots into digital products and one operating platform the business actually uses — so decisions are faster, manual coordination falls, and every digital investment has a measurable return.

You will own how digital transformation is run at Phuc Long, with a product mindset: start from the user's problem, prove value in a pilot, then scale what works. You manage one portfolio of projects initiated by our own business and projects driven top-down by the Group, and you represent our business with the Tech company — protecting its priorities, cost and operations while keeping the partnership strong. You do not replace functional ownership: each function owns its processes, data, requirements and adoption; the Tech company builds and runs the platforms.

How We Operate

• Central team (this role): product roadmap and discovery, project and portfolio delivery, the business's single point of representation with the Tech company, user support and adoption.
• Functional digital leads: one part-time lead per function; the domain owner and single contact for data, processes, pain points and requirements. Solid line to their Head of Department, dotted line to you.
• Heads of Department: accountable for business outcomes, requirement sign-off and adoption in their function.
• Tech company: builds and runs the platforms and delivers against the scope, timeline and quality agreed with this role.
• COO and CEO: this role reports directly to the COO and works with the CEO. They set priorities, approve investment and resolve cross-functional and Group trade-offs.

What You Will Do

• Digital product strategy & roadmap: Translate company strategy and the annual operating plan into a multi-year digital product, data and AI roadmap. Run the yearly cycle of collecting business needs and Group requirements, then frame the problem, size, prioritise and build the business case for each. Focus on a few high-impact capabilities and be clear on what is stopped or deferred.
• Product discovery, project & portfolio delivery: Map store, supply chain and back-office journeys, find the root cause behind each request, and write clear requirements, MVP scope and acceptance criteria. Run every initiative as a managed project — scope, plan, milestones, budget, risks, dependencies, change control — with one view of the whole portfolio. Apply stage gates (idea → business case → pilot/POC → scale → run), pilot in selected stores before rollout, and run weekly status and monthly executive updates.
• Data requirements & standards: Define business requirements, one agreed definition and a named owner for core data (sales, members, products, stores, inventory) and KPIs. Verify that what the Tech company delivers meets the agreed standards for quality, access and integration across ERP, POS, CRM/loyalty and BI.
• Adoption, user support & change management: Treat go-live as the start, not the end: own adoption plans, training, and usage and benefit tracking. Be the first point of contact for business users — collect feedback, resolve issues and escalate to the Tech company when needed. Lead the network of functional digital leads: onboarding, priorities, a regular forum and capability building.
• Tech company, Group & partner management: Represent our business with the Tech company. Assess the impact of Group-driven projects on operations, cost and data; negotiate scope, timeline, resourcing and service levels to protect the business's interests; and build the relationships that get outcomes without escalation, taking unresolved trade-offs to the COO or CEO with clear options. Recommend build, buy or outsource, and manage vendors with Procurement and Legal.
• AI & automation use cases: Identify and prioritise high-value AI and automation use cases with clear business owners, track their adoption and value, and agree tool access, licences and responsible-use guidelines with the Tech company.
• Risk & compliance: Make sure every initiative passes the Tech company's security, data privacy and access-control review before go-live; keep documentation and ownership clear so no system depends on one person; support internal audit.
• Budget & value realisation: Own the digital capex/opex budget and licence portfolio. Define the value case and success metrics up front (cost saved, hours freed, revenue or margin, adoption) and report realised value after launch.
• Team leadership: Lead, coach and develop the central team and plan capacity against the roadmap.

What You Bring

• Bachelor's degree in IT, computer science, engineering, data, business or a related field.
• 8+ years in product management or product/digital transformation roles, including 3+ years leading cross-functional transformation programmes and teams.
• Strong project and programme management: scoping, planning, budget, risk, dependency and stakeholder management, using Agile and/or waterfall as needed.
• Experience building or running products that support operations at scale (e.g. logistics, merchants, customer service), ideally at a large technology or product company.
• Technical depth to work credibly with engineering teams: solution design, data, integrations, estimates and delivery quality.
• Proven record of taking digital products from discovery to adoption — problem framing, MVP/pilot, metrics — not only delivering systems.
• Experience owning a digital budget and managing vendors, partners and contracts.
• Experience working with a central technology team in a group or matrix structure.
• Fluent Vietnamese and English; able to present clearly to Heads of Department, the CEO and Group.

Nice to Have

• Experience in retail, F&B, FMCG or multi-site operations.
• Hands-on experience with ERP (SAP preferred), POS, CRM/loyalty, BI and modern data platforms.
• Experience with AI/GenAI tools, automation and in-house product development.
• Product analytics and experimentation experience (usage and funnel analytics, A/B or pilot testing).
• Product, project or change management certification (e.g. CSPO, PMP, Prince2, Agile, Prosci).

Who You Are

• Product thinker and business translator: you quickly learn how stores, supply chain, finance and marketing really work and turn it into clear requirements and outcomes.
• Structured and visible: you communicate progress, risks and trade-offs proactively.
• Influence without authority: you build alignment across functions and Group, say no with evidence, and protect the business's interests while keeping partners on side.
• Owner and pragmatic builder: you own outcomes end to end — delivery, cost, value — and prefer proven value over complex solutions; you test small before scaling.
• Service-minded team builder: you treat colleagues as customers and build a team that does not rely on one person.