Head Of Consumer Products

I. About Every Half
Every Half is Vietnam's leading specialty coffee roaster, founded in 2021. Operating 30+ retail cafés across Vietnam, we are known for our innovation across the full coffee supply chain - from farm partnerships across Vietnam's key growing regions, to light-roast profiles that preserve origin character, to internationally award-winning products. Our brand positioning is "High-Quality Coffee, Made Interesting" - making specialty coffee accessible and exciting for everyday consumers.
Our CPG business (drip bags, roasted beans, capsules) is growing rapidly and is a key growth frontier for the company. We are now looking for a commercially sharp, ecommerce-first leader to own and scale this business.
II. The Opportunity
This is a greenfield leadership role. The CPG business today is managed by a small lean team and has been built organically alongside our retail business rather than with dedicated commercial focus. It is growing well, but has not yet had a dedicated leader to unlock its full potential.
We have a clear product roadmap and a clear geographic ambition - deepening our position in Vietnam, expanding across Southeast Asia, and exploring China market entry. The person we hire will be the first dedicated CPG leader in the business. You will set the strategy, own the P&L, and define how Every Half shows up as a consumer brand beyond our café walls.
A. What You Will Do
1. Strategy & Commercial Leadership
• Own the CPG P&L end-to-end across all channels and geographies
• Define the go-to-market strategy for each market with clear channel prioritization and resource allocation
• Build business cases for new market entries and product launches
• Advise on product-market fit, pricing architecture, and packaging to compete effectively as a consumer brand in modern trade and ecommerce environments
2. Ecommerce Growth (Primary Channel)
• Drive ecommerce as the primary growth engine across Vietnam platforms and cross-border SEA
• Own ecommerce performance: traffic, conversion, repeat purchase, and category ranking
• Build and manage ecommerce operations including content, promotions, fulfilment logistics, and customer experience
• Develop the China ecommerce strategy in coordination with local partners - defining what demand creation looks like on Every Half's side
3. Retail Channel
• Manage and grow CPG sales through Every Half's own retail store network - ensuring in-store product presentation, staff awareness, and conversion are maximized
• Identify and develop third-party retail opportunities including modern trade, specialty retail, and lifestyle channels domestically and in export markets
• Define the right assortment and pricing strategy per retail channel and customer type
4. B2B & Wholesale
• Own the B2B and wholesale business - including corporate gifting, office supply, hospitality, and wholesale partners
• Build a structured approach to B2B pipeline development, account management, and retention
• Identify high-value B2B segments where Every Half's quality positioning commands premium pricing and loyalty
5. Brand & Consumer Positioning
• Reframe Every Half CPG from a café retail product into a standalone consumer brand that wins on shelves and digital feeds
• Define the consumer value proposition for each product line across markets
• Lead packaging and product presentation decisions to compete with regional and international specialty coffee brands
6. Product & Innovation
• Work closely with the roastery and R&D team on upcoming product launches - defining consumer positioning, channel fit, and go-to-market
• Identify gaps in the product portfolio based on channel needs and consumer insight
• Manage SKU rationalization to ensure operational efficiency as volume scales
7. Team & Operations
• Lead and grow the CPG team with hiring authority to build the right structure
• Work closely with the supply and production team to align planning, inventory, and fulfilment with demand forecasts
• Establish the systems, processes, and KPIs needed to run CPG as a distinct business unit within Every Half