Senior Consumer

7 days ago

Ho Chi Minh City, Ho Chi Minh, Vietnam Nestlé Full time $70,000 - $90,000 per year

Position Summary
As a Senior Consumer & Marketplace Insights (CMI) Manager, you are a strategic partner to cross-functional teams, driving consumer-centric decision-making through advanced analytics, actionable insights, and thought leadership. You lead the development of market intelligence capabilities and foster a culture of learning and growth within the team.

MAIN DUTIES

  • Strategic Insight Partnership & Business Impact:
  • Act as a strategic thought partner to Business Units, Trade Marketing and Commercial teams, translating insights into commercial strategies.
  • Identify and size growth drivers, white space opportunities, and demand spaces aligned with brand and category vision.
  • Consumer Understanding & Insight Generation:
  • Lead the integration of multiple data sources (quantitative, qualitative, digital, behavioral) to uncover deep consumer motivations and cultural context.
  • Own the synthesis of insights from consumers, categories, shoppers and channels to guide and evolve portfolio thinking, market development strategy and marketing mix solution anchoring on human and data centricity.
  • Brand Performance & Building & Communication:
  • Data-led and consumer-centric analysis on monthly share performance for course correction to meet FY value gap target
  • Partner with brand teams to embed consumer-centric thinking across the brand planning cycle.
  • Support the development and validation of "Big Ideas" and communication territories.
  • Evaluate campaign effectiveness and provide optimization recommendations.
  • Innovation & Renovation:
  • Drive consumer-led innovation by embedding insights throughout the Idea-to-Launch (I2L) process.
  • Lead product testing (e.g., Good Taste methodology) to ensure product superiority.
  • Deliver actionable recommendations within standard lead times.
  • Advanced Analytics & Tools & Solution Champion:
  • Apply advanced techniques to drive better impact on business via data harmonization & visualization & efficiency. Deeper consumer and market foresight.
  • Lead the Analytics to address business objective on Growth, Target setting, Share forecast, Pack price architecture
  • Leverage AI-driven platforms (e.g., Social Listening, Stravito, internal dashboards) to identify emerging trends and translate them into strategic opportunities.
  • Research Excellence & Capability Building & Team Coach:
  • Design and manage research projects with rigor and agility, aligned with Nestlé's standards.
  • Manage insights partners to strengthen collaboration for stronger impact on business.
  • Build insight capabilities across teams through coaching and best practice sharing.
  • Actively coach and mentor junior CMI team members to build analytical, storytelling, and stakeholder engagement capabilities.

REQUIREMENTS:
Education & Experience

  • Bachelor's degree required.
  • 7–15 years of experience in market research within Nestlé or equivalent FMCG companies, research partners, and proven experience managing direct reports.

Technical Expertise

  • Strong knowledge of retail audit and/or consumer panel methodologies.
  • In-depth understanding of Market, Consumer, and Shopper research methodologies.
  • Expertise in tracking methodologies, including: Retail Audit, Consumer Panel, Brand Health Tracking,...
  • Ability to integrate data from multiple sources to create insightful, actionable stories.
  • Familiarity with Nestlé Integrated Commercial Planning Process.
  • Proficiency in methodologies for mining insights and data visualization.
  • Experience in deriving observations from consumer immersion.

Core Skills

  • Research brief development.
  • Project management and planning.
  • Budget planning and cost control.
  • Strong negotiation skills.

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