Consumer Marketing Insight Manager

About Diag

Diag is one of the largest and fastest-growing diagnostic laboratory and multi-specialty clinic chains in Southern Vietnam, serving millions of customers annually. We are committed to delivering accurate, accessible, and customer-centric healthcare services through innovation, quality, and data-driven decision-making.

1. Job Purpose

The Consumer Marketing Insight Manager plays a critical role in driving Diag’s growth by transforming consumer data, market intelligence, and behavioral insights into strategic recommendations. This role leads the insight agenda for all B2C healthcare services, enabling the Marketing team and cross-functional stakeholders to optimize product offerings, campaigns, customer experience, and pricing strategies.

2. Key Responsibilities

A. Consumer & Market Insight Ownership

• Lead the design, execution, and analysis of consumer research (qualitative & quantitative), including brand health, campaign evaluation, usage & attitude (U&A), customer journey mapping, and satisfaction studies.

• Build and maintain a comprehensive insight framework for Diag, consolidating internal data (CRM, digital analytics, sales) and external data sources (market reports, competitors, macro trends).

• Translate insight findings into actionable recommendations to support strategic decisions.

B. Marketing Strategy & Campaign Insight

• Partner closely with the Marketing team to evaluate campaign effectiveness, optimize targeting, and guide content direction based on consumer behavior.

• Provide pre- and post-campaign insights for key B2C services (wellness check-ups, lab tests, vaccination, specialties at Diag clinics).

• Identify new growth opportunities and customer segments.

C. Business Intelligence & Performance Analysis

• Work with BI, Operations, and Product teams to interpret performance data, identify gaps, forecast trends, and develop customer lifetime value (CLV) models.

• Develop dashboards & KPI reports to track consumer behavior, funnel performance, and service adoption.

D. Product & Experience Optimization

• Support product development teams by exploring unmet customer needs and validating new concepts/pricing.

• Champion customer-centricity across the organization; collaborate with Operations to improve patient experience and touchpoint satisfaction.

E. Vendor & Budget Management

• Manage relationships with research agencies and ensure quality of deliverables.

• Oversee the research budget and ensure cost-effective study designs.