POSITION TITLE: SHOPPER INSIGHTS MANAGER

1. POSITION SNAPSHOT

• Function / Team: Insights / Commercial Development
• Function / Team: Communication & Marketing Services
• Location: Ho Chi Minh City, Vietnam

2. POSITION SUMMARY

Lead the end‑to‑end Shopper & Route‑to‑Market Insights agenda to strengthen Nestlé’s commercial decision‑making across all environments – including in‑store, out‑of‑home, e‑commerce, and rural. The role develops a holistic understanding of how shoppers behave across channels and missions, turns this into actionable guidance for Category, Sales, CDT and Marketing, and ensures shopper‑led thinking is consistently embedded into ICP, MBP and customer plans. As the organization’s insights expert, this role elevates commercial conversations with customers and internal stakeholders through clear, data‑driven, and channel‑relevant insight narratives.

3. KEY RESPONSIBILITIES

1. Build and manage an integrated Shopper & RTM insights program: Deliver a continuous understanding of shopper behaviour across channels, missions and environments, ensuring insights clearly inform category, channel and customer strategies.

2. Generate clear, actionable insights through robust analysis: Synthesize quantitative and qualitative data from multiple sources to identify trends, barriers, opportunities and marketplace shifts that guide ICP/MBP inputs.

3. Develop and maintain insight dashboards and tools: Create and refresh dashboards using internal and external data to support decision‑making across categories and channels, ensuring consistency and accessibility.

4. Strengthen customer and internal engagement with shopper‑led stories: Partner with Category, CDT and Sales to translate insights into compelling narratives for customer discussions and commercial plans.

5. Evaluate commercial initiatives using insight‑based measurement: Provide pre‑ and post‑evaluation of key activities using standardised metrics to guide future optimization.

Measurements / KPIs

1. Insight quality and relevance: Insight outputs clearly answer business questions and are used in ICP, MBP and customer plans.

2. Timeliness and consistency of dashboards & reports: All shopper and channel dashboards/tools are updated on time with consistent, reliable metrics.

3. Strength of analytical outputs: Analyses identify meaningful trends, barriers and opportunities, and translate data into clear commercial implications.

4. Cross‑functional engagement & satisfaction: Category, CDT, Sales and Marketing teams rate insights as actionable, relevant and easy to apply in decision‑making.

5. Effectiveness of initiative evaluationsPre‑ and post‑evaluations provide clear readouts on results, learning, and implications for future initiatives.

4. KEY REQUIREMENTS

1. Critical Experiences

1. Minimum 5+ years of experience in Shopper, Category or Channel Insights.

2. Hands‑on experience partnering with commercial teams to shape decisions.

3. Demonstrated ability to translate shopper data into commercial strategies.

4. Experience working with multiple data sources and external agencies.

5. Evidence of influencing business stakeholders through insights.

2. Skills / Competencies

Functional:

- Advanced analytical capability.

- Shopper insight synthesis & interpretation mastery.

- Compelling insight storytelling.

- Strong RTM logic.

- Category and channel logic fluency.

Leadership:

- Influence with evidence.

- Strategic focus & prioritisation.

- Collaborative leadership.

- High‑quality communication.

3. Qualifications / Certifications

- Relevant tertiary education in Business, Marketing, Economics, Statistics or related fields.

- Knowledge of shopper, category and channel insight methodologies.

- Familiarity with ICP & Dynamic Forecasting.

- Understanding of Competition Law and Marketing/Sales best practices.

- Skilled in interpreting panel, retailer, qualitative and quantitative data sources.

- Strong presentation and narrative development skills.