Job Description
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Job Title:  Consumer Market Insights Manager
Posting Start Date:  06/09/2025
Req ID:  1260

About Us

Masan Consumer is one of Vietnam’s largest local diversified FMCG companies. The company manufactures and distributes a range of food and beverage products, including soya sauce, fish sauce, seasoning, chili sauce, instant noodles, instant congee, instant coffee, instant cereals, bottled beverages, processed meat, and beer. Masan Consumer has grown its product portfolio and domestic distribution channels to establish a leading position in Vietnam’s branded consumer food and beverage market. Its key brands include CHIN-SU, Omachi, Kokomi, Vinacafé, Wake-up, Wake-up 247, Compact, Lemona, Vĩnh Hảo, Vivant, Quang Hanh, Sư Tử Trắng và Red Ruby. With acquisition of NETCO, Masan Consumer extends in the home and personal care space, offering such products as Joins and Super Net washing powder, Chante’ and Sopa liquid detergent, Homey dishwashing liquid and La'Petal body wash.

Job Summary

The CMI Manager is responsible for: Identify consumer’s unmet needs and potential segment for brands to enter and win in that segment; Describe products prescription to serve unmet needs via Business research & Assessment, Consumer in love building & management, Product development assessment

Job Responsibilities

  • Define I&O (issue & Opportunities) to propose Jobs to be done for brands.
  • Develop and implement market research initiatives (category, consumers, competitors, customers, influencers).
  • Monitor brand equity & build up insight for brand communication
  • Build, manage & improve a competitive market intelligence database and system.
  • Recruit Consumers in Love and build specific Consumers In Love group & lead conversation with that group, make them excited to input for our innovation/ brand equity Jobs to be done.
  • Maintain great relationships and participations of Consumer in Love to our continuously products improvements, innovations.
  • Explore, exploit Consumers in Love to find out insights, burning needs of consumers in which our solutions must tackle to win.
  • Based on consumer’s insights to define unmet need to design solution.
  • Describe products features & effectively communicate with R&D to develop suitable solutions/ identify technology, model needed...
  • Work with cross functional team to develop and assess product’s 6Ps: total offer to satisfy consumer's needs
  • Lead team and develop team members.

Job Responsibilities - Continued

Skills

  • Advanced Research skills (Qualitative research)
  • Data Analytics
  • MS Office
  • Marketing Knowledge
  • Presentation & Communication
  • Stakeholders Management (i)

Functional Competencies

  • Adaptability/Flexibility
  • Innovation
  • Business Acumen
  • Problem Solving

Masan's Core Competencies

    Masan's Leadership Competencies

    Education

    • Bachelors trong Marketing hoặc Business Administration

    Certifications

      Conditions of Employment

      • Ability to travel on business trips

      Physical Requirements

        Relevant Industries

        • FMCG

        Interview Questions
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