About the Role
We are looking for a Consumer Market Insights Deputy Manager to support the development of Home Coordy (our Private Brand for Home & Living) by identifying market opportunities and translating customer insights into product concepts and strategies.
This role conducts market research, analyzes customer needs and market trends, and defines new product concepts to support the growth and positioning of PB categories. Working closely with cross-functional teams, this role helps inform product roadmaps, validate ideas, and oversee product launches to ensure products meet market demand and business objectives.
Key Activities
Research market, customers, and competitors to identify unmet needs.
Build product concepts based on market insights.
Define value proposition for products/categories (pricing, GP, expected volume, category role).
Work with PB MD, PBA, and Technologists to ensure feasibility.
Provide product direction to
Merchandisers for execution.
Responsibilities
Market Research & Consumer Insights
Conduct 3C analysis (Customer, Competitor, Company) to identify consumer preferences, emerging trends, market opportunities, and potential risks related to product development and market fit.
Prioritize categories/sub-categories for PB development based on market opportunities and research insights.
Translate market insights into long-term PB development strategies and identify innovation opportunities.
Product Concept & Proposal Development
Define product vision, strategy, and market positioning, translating insights into product concepts that address market gaps and customer needs.
Provide strategic input to product proposals and category roadmap, ensuring alignment with company vision and PB direction.
Validate commercial feasibility (target margin, positioning, differentiation) and endorse PB concepts before execution, integrating sustainability and customer lifestyle trends.
Cross-Functional Collaboration
Act as the strategic bridge between Merchandisers, Technologists, PBA, and leadership to ensure PB product direction aligns with corporate strategy and consistent execution.
Performance Monitoring & Strategic Improvement
Review category performance against business objectives and recommend strategic adjustments to the PB portfolio and market positioning.
Other Duties
Perform other tasks as assigned when required.
Bachelor's degree, preferable in Marketing, Business Administration, Retail Management, or related field.
Minimum 4 years' experience in consumer & market insight, product development, merchandising, or category management (retail or FMCG).
Strong analytical ability and good in data/ figures.
Leadership and team management skills with cross-functional coordination experience.
Customer-centric service-minded people with ethics.
Self-disciplined with ability to work independently and under pressure.
Strong communication skills both English and Vietnamese.