We’re seeking a Consumer Insights Manager / Lead to build and lead our consumer insights function based in Vietnam, with a strong focus on the US market. This role will shape how we identify our best customers, activate and retain them, and design loyalty programs that drive long-term value, upsell, and engagement.

You’ll work alongside a world-class AI (LLM) and data engineering team that is building data → insight → action loops at scale. We’re looking for someone who not only understands consumer insights deeply, but also sees how AI-powered analytics will redefine customer understanding and personalization in the years ahead.

Our team includes leaders and practitioners from Bain, Nielsen, Google, Tiki, and Trusting Social.

What You’ll Own

Define the Vision

• Set the strategic direction for consumer insights, engagement, and retention across retail and e-commerce.

• Define what “best-in-class” customer understanding looks like and how it translates into business impact.

Build the Foundation

• Establish customer segmentation frameworks, lifecycle stages, retention metrics, and engagement models from the ground up.

• Create the analytical backbone for understanding customer behavior, value, and loyalty.

Design Retention & Loyalty Programs

• Build data-driven loyalty programs, lifecycle campaigns, and win-back strategies that measurably improve LTV, retention, and repeat purchase.

• Translate insights into scalable programs that drive real commercial outcomes.

Lead Through Doing

• Operate as a true player–coach: setting strategy while staying hands-on with data, dashboards, and analysis.

• Work side-by-side with the team to test hypotheses, iterate quickly, and learn what works.

Leverage AI & Advanced Analytics

• Partner closely with AI and data engineering teams to apply LLMs and modern analytics tools for customer analysis and insight generation.

• Push the organization toward next-generation, AI-driven consumer intelligence.

Measurement & Reporting

• Define the KPIs that matter and build reporting around customer health, cohort performance, retention, and lifetime value.

• Ensure insights are actionable, timely, and trusted by leadership.

Cross-Functional Impact

• Collaborate with product, marketing, and operations to turn insights into concrete actions, experiments, and product improvements.

• Influence decision-making across teams using data-backed narratives.

You Might Be a Fit If You

• Have 5–7+ years of experience leading consumer insights, retention, or growth initiatives in consumer-facing businesses (e-commerce, marketplaces, DTC, delivery platforms preferred).

• Have worked with US or international markets and communicate confidently in English, especially around data and strategy.

• Have built customer programs from 0 to 1 and know how to envision the end state and work backwards.

• Are comfortable being both strategic and hands-on—setting direction while digging into data and execution.

• Deeply understand retention economics, including cohort analysis, churn drivers, and LTV optimization.

• Are analytically strong and able to turn raw data into meaningful business insights.

• Thrive in ambiguous, fast-moving environments and know how to create structure from scratch.

• Are genuinely excited about AI and LLMs and how they can transform customer understanding and personalization.

Nice to Have

• Experience in data-driven consumer insights for retail or e-commerce.

• Background building or scaling retention programs in high-growth companies.

• Technical fluency with SQL, Python, data warehouses, and customer data platforms.

• Strong interest or hands-on exposure to using LLMs or ML for analytics and insights.

• Some familiarity with the US licensed medical cannabis industry.

Why You’ll Love Working Here

• Own the strategy: Build customer engagement and retention from the ground up for a major e-commerce acquisition and help scale data-driven marketing across the US.

• Real impact: Your work directly influences retention and customer value across a $600M+ business scaling toward $1B+ in revenue.

• US market exposure: Opportunities to travel to the US and gain firsthand exposure to US business culture and operations.

• Modern tooling: Access to cutting-edge AI capabilities and data infrastructure to do your best work.