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Senior CMI & Innovation Manager

General Information: 

Lead consumer & market insight (CMI) department, responsible for driving the strategy, planning and research program for HEINEKEN portfolio to effectively support commercial function & give strategic direction to OPCO’s business and brand objectives.


To lead Heineken Cambodia’s longer–term vision and strategy for innovation, meeting the global 3-year strategic agenda for higher innovation rate.


To ensure we have an Innovation funnel with new product propositions or pack designs grounded in ‘3x superiority’: superior consumer insight, superior product, and superior brand.

Key Accountabilities: 

Market Insight

  • Develop partnerships and create alignment with leadership team, marketing, sales, and related stakeholders by playing a leading role in OpCo’s business strategy and brand planning:

1. Pull together data from a wide variety of sources and reformulate to develop a clear picture of the industry and respective players.
2. Analyse all the data to provide meaningful insights relating to the company’s brands performance, consumer perception and overall alcohol/beer industry trends.

  • Provide a full understanding of the market dynamics & economic trends competitive performances and market forecast utilizing global and in-house forecasting tools for AP/SP.  Contribute to strategic mid- and long- term planning (SP, ICP, AP) processes.
  • Develop and deploy key business data to support commercial function (brand/trade marketing team & sales) to improve on brand planning and on-going action plans.
  • Combine data from multiple sources into regular brand performance updates (KPI dashboard), collaborating with sales, finance, and marketing teams


Consumer Insight

  • Support the management team and brand marketing team in identifying a challenge and assessing the most effective research to fill the information gap.
  • Ensure CMI team to manage all consumers-facing research program by developing the research brief, assess, and choose the best proposal and challenge the agency throughout the research process on the right development of the research approach and methodology.  – CMI MANAGER responsibility
  • Drive HEINEKEN’S brand health tracking tool (BGS) by tracking brands performance quarterly against clear objectives and advise brand marketing team with insights driven strategy to grow brand’s equity and volume.
  • Develop and deploy communication protocol (ATL/BTL) ensuring all the communication assets delivered on the action standards pre and post campaign launch.
  • Support Marketing Team in insight generation based on excellent knowledge of consumer trends from multiple research’s (tracking and ad-hoc research)
  • Provide meaningful findings from all information (market and consumer) to enable commercial team to assess where the most crucial need is for brand plan and commercial plan revisions. Ensure research findings are translated into recommendations and actions.
  • Ensure appropriate tools are in place to measure effectiveness of marketing activity (retail panel, pre-testing, post testing in BGS when possible)
  • Facilitate sharing and learning practices related to data and insight across the business.
  • Set research plans for the year based on business issues, addressing strategic needs across the portfolio, and considering the key JTBD across the WWCC framework




  • Drive OpCo Innovation Strategy aligned to our dream of shaping the future of beer and beyond and ensuring our OpCo achieve IR targets.
  • Identify innovation opportunities from understanding our OpCo Demand Spaces and drive subsequent ideation and validation.
  • Develop a vision and strategy for category growth drivers in beer and beyond as part of the overall Opco strategy.
  • Facilitate the Front-End Development process, oversee funnel development and ensure all innovation stage gate processes are managed in a collaborative and timely manner, ensuring alignment with stakeholders along the way.
  • Develop and shape an innovation team, especially to drive adoption of Innovation ‘behaviours’ and helping to drive innovation mindset across the business through keeping team members regularly updated


Agency & Team management

  • Overseeing team activities and processes. Mentor team members to help manage workload and wider team expectations, as well as instilling qualities such as attention to detail, ability to question and check data, interpret information, and connect findings to business issues.
  • Provide regular and constructive feedback and guidance to support team members in their career development. Manage Innovation & CMI departmental operating budgets and costs according to annual allocation to ensure efficient usage of resources, where applicable.
  • Manage 3rd parties such as Nielsen, Ipsos, Kantar and leading research agencies through continuous contact, discussions and data findings and new solutions.
  • Partner with procurement team for vendor management and spending optimization - negotiation with 3rd parties for best methodology and research ROI. 

Key Knowledge and Experience: 

  • Functional expertise: +8 years of related FMCG, commercial, and industry experience. 
  • Significant consumer research and analytic experience required.
  • Prior people leadership and management experience required. 
  • Beverage Alcohol, Fashion, and/or other CPG experience 
  • Experience in Innovation/NPD Management will be a plus.

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