Senior Consumer Insights Manager

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BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better TomorrowTM by Building a Smokeless World.
To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can't wait, let's shape it together!
British American Tobacco Vietnam has an exciting opportunity for a Senior Consumer Insights Manager in HCMC, Vietnam
The Senior Consumer Insights Manager leads the generation and application of consumer, market, brand and competitive insights to drive evidence-based decisions across portfolio, pricing, innovation and activation. The role integrates multiple data sources, translates findings into clear commercial recommendations, and partners with cross-functional team members to strengthen brand performance and support sustainable business growth.
Your key responsibilities will include:
Consumers Insights: Generate actionable consumer understanding that helps build and shape portfolio in market which aligns with consumers' need, while being commercially sustainable. Ability to convert consumer claims into insights that impacts business.
Innovation and NPI Insights: Provide consumer, market and competitive insights to assess innovation opportunities, shape propositions and support robust business-case development for new product initiatives.
Cycle Planning and Evaluation: Support strategic marketing plans, annual cycle and campaign planning, performance tracking post-implementation reviews through insights.
Stakeholder and Agency Management: Build trusted partnerships with Marketing, Commercial, End Market Leadership Team and Regional Insights Teams, while leading agency selection, annual scope-of-work planning, delivery quality and performance evaluation.
Budget and Project Governance: Own the insights budget and research portfolio, ensuring effective prioritisation, governance, compliance.
What are we looking for?
Bachelor's degree in Business, Marketing, Economics, Statistics or a related field.
At least 7-10 years of experience in Consumer Insights, preferably within FMCG environment.
Advanced knowledge of qualitative and quantitative research methodologies, including consumer usage and attitude studies, brand health tracking, retail audit, etc. Experience with FMC (tobacco/ nicotine) industry would be preferred.
Strong analytical ability to integrate multiple information sources, identify trends, simplify complexity and translate findings into actionable commercial recommendations.
Excellent English communication, storytelling and presentation skills, with the ability to influence stakeholders and create alignment at all levels.
Demonstrated experience in project management, insights budget management, agency selection and external supplier performance management. Experience and willingness to drive one-self with limited supervision.
Strong cross-functional collaboration skills, a proactive mentality and the ability to manage multiple priorities in a fast-paced environment.
Proficiency in Microsoft 365, including advanced PowerPoint and Excel capabilities; experience with Power BI or other data visualisation tools is preferred.
Fluent in English and Vietnamese.
What we offer you?
We offer a market leading annual performance bonus (subject to eligibility)
Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement - it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
We prioritise continuous improvement within a transformative environment, preparing for ongoing changes
WHY JOIN BAT?
We're one of the few companies named as a Global Top Employer by the Top Employers Institute - certified in offering excellent employee conditions.
Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.
We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an own venture).
Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here.
If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.