Consumer & Marketplace Insights (CMI) Manager

Job description

Consumer & Marketplace Insights (CMI) Manager Position Snapshot Location Ho Chi Minh City, Vietnam Company Nestlé Vietnam Employment Type Full-time, Permanent

Position Summary

As our Consumer & Marketplace Insights (CMI) Manager, you will be the voice of the consumer inside Nestlé. Partnering with 2–3 Business Units and our CMI team, you will turn data into deep human understanding — uncovering the 'why' behind consumer behavior to shape winning brands, breakthrough innovations, and bold growth strategies. If you love connecting dots between consumers, brands, and the marketplace to drive business decisions, this role is for you.

Key Responsibilities

Integrate insights from multiple research sources to build deep consumer understanding — moving from data to insight to action. Uncover sharp, contextual consumer insights to inspire and shape campaign ideas, brand essence, and brand experiences. Apply the right research methodologies (Retail Audit, Consumer Panel, Brand Health Tracking, product tests) and accurately interpret findings to drive category growth. Partner with Marketing teams on Innovation & Renovation projects — leveraging the Idea-to-Launch process to deliver fast, consumer-led launches.

Lead product superiority testing (Good Taste methodology) to ensure our products win in market. Provide insights and research expertise to support the development, validation, and approval of Big Ideas. Measure business impact of campaigns and activations through post-launch evaluation and activity monitoring with actionable findings. Support top-to-top meetings with retail partners by surfacing compelling growth opportunities.

Play a proactive role in Business Strategy, Integrated Commercial Planning, and Brand Planning — keeping the consumer at the center of every decision. Proactively identify knowledge gaps, build the business case to fill them, and turn insights into growth opportunities. Lead, coach, and develop your team to deliver high-impact insights across multiple categories and stakeholders at pace.

Key Requirements

Experience & Background 4–8 years of experience in market research at Nestlé, FMCG companies, or research agencies. Proven experience managing direct reports and leading research projects end-to-end. Hands-on experience with Retail Audit or Consumer Panel methodologies is a must.

Technical Skills

Strong command of consumer, shopper, and market research methodologies.

Deep expertise in tracking methodologies

Retail Audit, Consumer Panel, Brand Health Track. Ability to integrate data from multiple sources into a compelling, insight-driven story. Skilled in insight mining, consumer immersion, and data visualization. Solid understanding of P&L, Integrated Commercial Planning, and brand-building frameworks (Brand Building the Nestlé Way is a plus).

Deep expertise in tracking methodologies

Retail Audit, Consumer Panel, Brand Health Track.