Consumer Insights Manager/Lead

DescriptionThe Opportunity

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&039;ll Own
+ Set the vision & strategy:
- Define the end- state vision for consumer insights, engagement, and retention across our retail and e- commerce portfolio

- Translate business goals into a clear roadmap for customer understanding, segmentation, and lifecycle management
+ Build the function & team:
- Establish ways of working with Product, Marketing, Operations, and the AI/Data teams
- Over time, hire, manage, and develop a small team of analysts / specialists to scale the function
- Design and build the Consumer Insights function from 0 to 1 – including processes, operating cadence, and best practices
+ Design customer & retention programs:
- Design and test retention and loyalty programs, lifecycle campaigns, win- back strategies, and engagement initiatives that drive measurable LTV and revenue uplift
- Build customer segmentation frameworks, lifecycle stages, and engagement strategies from the ground up
+ 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:
- Turn messy, complex data into clear, actionable narratives and recommendations
- Partner closely with our AI and data engineering teams to use LLMs and modern data stacks to analyze customer behavior at scale
+ Own measurement & insight storytelling:
- Build reporting and insight packs that help leadership make fast, data- backed decisions.
- Define and track the KPIs that matter (customer health, cohort performance, retention, LTV, churn, etc.)
Communicate insights in a structured, consulting- quality way (problem → approach → insight → recommendation → impact)

You Might Be a Fit If You...

• Are analytically strong and can wrangle and analyze data to glean real business insights• Thrive in ambiguity and 0- to- 1 environments—you know how to build structure where none exists

• Have 5- 7+ years leading customer insights, retention, or growth initiatives at consumer- facing companies (ecommerce, marketplace, direct- to- consumer (DTC), delivery platforms preferred)

• Bonus / Highly valued: Experience in a top- tier management consulting firm (e.g., McKinsey, Bain, BCG) or similar strategy/analytics role in PE- backed or high- growth tech companies• Have experience working with US or international companies and have strong English and data- focused communication skills

• Are excited about AI/LLMs and see how they can transform customer understanding and personalization

• Deeply understand retention economics: LTV modeling, cohort analysis, churn prediction, customer lifetime value optimization

• Know what good looks like because you&039;ve built it before (e.g. launched customer programs from 0 to 1)—you can envision the end state and work backwards• Are a player- coach: comfortable setting strategy AND getting hands- on with data, analyses, and execution

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

Why you’ll love working here
• Real impact: Your work directly drives retention and customer value across a $600M+ business scaling to $1B+ in revenue
• Own the strategy: Define and build customer engagement from scratch for a major e- commerce acquisition as well as help leaders scale data- based marketing efforts across the US for existing operations

• US- market exposure: Travel to the US and get exposure to US work culture and business op- portunities

• Modern tools: Access to cutting edge AI tools and data infrastructure to do your best work

Attractive package and benefit
• Competitive package
• Macbook Pro provided for work
• Hybrid working model
• Close- knit small team culture
• Bonus: 13th month salary
• Weekly learning sessions and offsites

Cập nhật gần nhất lúc: 2026-01-22 08:40:03