Job Title:  Associate Manager - Insights

Job Number:  15898

Country: Viet Nam

Location: TP Ho Chi Minh 

Function: Marketing & Sales 

Level: Experienced Professional 

Grade: G35 

Job Type: Permanent 

Contractual Legal Entity: VINA-BAT JV HCMC Branch (VN13) 

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Role Profile


Job Title

Consumer Insights Manager

Reports To

Insights Manager

Leadership Passage

Manage self



Sub Function

Strategy Planning & Insights (SPI)






JUNE 2014


Purpose Statement

This role is to generate Consumer Insights in line with Global and Regional agenda, and drives business to consumer centricity


Key Accountabilities


i. Business


·         Support the development of in market consumer insights in line with Global and Regional agenda by:

o    Developing full analysis from the data gathered and research methodologies deployed and available in the market and seek for synergies with other research carried out across the group

o    Ensuring delivery of actionable and forward looking insights

·         Drive the delivery of the Insights Learning Review to feed global strategy deep dives

·         Provide input into marketing projects in related areas to ensure the timely input of a consumer centric perspective and up to date findings

·         Support Manager in identifying and recommending new business opportunities through actionable and forward looking insights delivery

·         Provide insights to understand consumer behavior, perceptions and needs in relation to the product landscape, to drive the development of differentiated offers into our portfolio.

·         Support development and delivery of End Market Consumer insights and diagnostics to inform brand strategy, improve deployment and drive business towards consumer centricity.

·         Additionally, this jobholder shares accountabilities with other areas in terms of:

o    Overall sales volume

o    Overall market share

o    Brand portfolio financials (P&L, margin)

·         Continually improve the quality of recommendations and insights within the function to support the delivery of consumer centricity


Apart from above, this person will be responsible for the following:

- Consolidation of reports

- Operational tasks such as coordination with different stakeholders, markets to get work done

- Specific projects, other ad hoc research/tasks as and when required

- Active support to the development of strategic analysis and report required by senior stakeholders


ii. People

·         Ensures effective relations within the SPI team and cross functional networking to develop effective and integrated insights

·         Ensure effective cross category networking to support assessing smokers holistically as consumers

·         Support research projects delivery through close coordination within MR&I as well with other key stakeholders

·         Self-development by undertaking a capability gap analysis (leadership & functional competency) then pro-active drive development plan to ensure the skill and knowledge levels are met expectations.

·         Exhibit leadership capabilities in engagement with key stakeholders through behaviors and attitudes which are in line with the guiding principles



i. Context


·         Vietnam is a growth market with the market size of approx. 100bns/year

·         Within this market, 60% of total population is under 35 years old. As the result, we see a big potential of growing ASU30.

·         The market is grey with anti-tobacco developing activities in the country, and strong environment lobby.

·         Over the last 2 years, premium segment and VFM are growing and leading the category growth at the expense aspirational premium

·         SPI is at the forefront of the Marketing process, driven through the push for Consumer Centricity. This modernisation of our Marketing approach is dependent upon initiating and supporting strategy development at all levels of the organization, aligning planning with consumer and customer segment needs and providing a continuous stream of actionable break through insights. The delivery of these is key to unlock new growth opportunities, and to inspire the organisation to believe in the new approach.

·         The role of the Consumer Insights Manager is embedded in the Strategic Planning & Insights Department. The overall role of this function is to measurably increase the focus and yield of Marketing investment by driving the strategic planning and decision- making process through actionable understanding of consumer needs, insights and mechanisms of the market place. Working closely with other members of the Marketing Team, the job holder plays a key role in monitoring and reporting on the successful application of Marketing strategies


Contextual Information



ii. Other Knowledge, Skills and Experience


·         BSc (Science) Degree (advantageous in Psychology, Business Administration, Economics or Statistics[THNK1] )

·         Good knowledge in Excel and Powerpoint software.

·         Strong analytical focus to be able to identify the right information source to gather information. 

·         Minimum four year MR&I experience in a leading FMCG company covering all aspects of research methodologies and principles including both conventional and state of the art techniques and interpretation of results and implications

·         Advance IT literacy with a basic knowledge of statistical and forecasting techniques

·         Experience in managing a research/information budget and in selecting and managing external suppliers

·         Effect communication and presentation skills

·         Fluent English language ability

·         Display leadership qualities.

·         High integrity and honesty.

·         High level of attention to detail, thorough analytical skills, rational decision making, objectivity, creativity and good negotiation capacity.

·         Strong interpersonal skills and being a “team player” are essential.

·         Advantageous:

-         Basic project management skills.

-         Consumer marketing experience.


iii. Key Success Factors



The most important metrics by which successful performance will be judged are:

-      Comprehensive consumer insights deliveries including actionable recommendations

-      Integrity of forward looking & actionable insights

-      Timely and qualitative delivery of Insights Learning Review

-      A consumer centric culture is embedded within the organisation


iv. Working Relationship




-           Develop close relationship mainly with Brand teams in order to align business needs

-           Alignment with Research Teams to ensure expected project outcomes will provide the right information and evidence to facilitate the insights generation

-           Effective networking with SPI community to ensure learnings from other End Markets are captured and fed into local knowledge




-           Work with research and communication Agencies to support consumer centric insights delivery

-           Liaise with external Agencies to ensure cross category knowledge built










British American Tobacco is one of the world’s leading multinational companies, with brands sold in over 200 markets, made in 44 factories in 42 countries.

We are proud that we are consistently among the top 5 companies on the London Stock Exchange.

Our portfolio includes our world-famous Global Drive Brands – Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans – along with many other leading international brands, such as Vogue, Peter Stuyvesant and State Express 555.

Alongside our traditional tobacco business, we are also developing products that offer consumers potentially less risky alternatives to regular cigarettes. Our Next Generation Products are already leading the way in the Industry of vapour and tobacco heating devices. We continue to develop a solid portfolio of consumer solutions which already include well known global brands like Vype, glo and Voke.

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