Senior/Lead Data Analyst

**About the Role**

We are looking for a Senior/Lead Data Analyst who combines strong analytical depth with sharp business acumen: someone who doesn't just build dashboards, but understands the commercial and operational realities behind the numbers, particularly in consumer goods Sales.

**You will be a member of the Data Team, leading the Sales Analytics workstream and serving the Sales function as your primary business partner.**

You will translate complex data across distribution channels (GT, MT, Horeca, e-commerce, B2B), sell-in/sell-out, inventory, promotions, and sales force performance into clear insights, standardized reporting frameworks, and decision-support tools that drive measurable impact on revenue, margin, and market coverage.

**Key Responsibilities**

**Commercial Analysis & Insights**

• Analyze sales, distribution, inventory, and promotion data to surface trends, risks, and growth opportunities by channel, region, distributor, customer, and product category.
• Evaluate the effectiveness of trade promotions, pricing, assortment, and sales resource allocation; quantify the impact on revenue, margin, and P&L.
• Analyze distribution coverage (numeric/weighted), outlet performance, route-to-market, and sales force productivity (SR, Sales Supervisor, ASM/RSM).
• Deliver data-driven recommendations and present and defend them directly to the Sales Director and seniorleadership.

**Reporting & Decision Support**

• Translate business questions into analytical frameworks and deliverables (dashboards, KPI trackers, exception reports) that non-technical stakeholders can act on immediately.
• Design and maintain dashboards across core KPIs: sales vs. target, growth, market share, sell-out, distributor inventory, OSA, fill rate, trade spend ROI, and promotion effectiveness.
• Develop standardized reporting frameworks for scheduled (weekly/monthly/quarterly) business reviews and real-time reporting.
• Lead reporting automation and exception-based management initiatives, eliminating manual processes across Sales teams.

**Data Partnership (Sales Data Workstream)**

• Own the Sales analytics workstream within the Data Team: gather requirements from Sales, define Sales KPI logic, and translate them into clear specifications for Data Engineering.
• Provide business input on data mart design for Sales data, ensuring the data model reflects how the business actually operates.
• Validate data accuracy from a business perspective (reconciliation with sales, finance, and distributor figures) and escalate data issues to Data Engineering for investigation and resolution; track issues through to closure.
• Maintain business definitions and documentation for Sales KPIs and reports, aligned with the Data Team’s standards.

**Leadership & Stakeholder Management**

• Lead, coach, and mentor junior and mid-level analysts; review the quality of the team's analyses and deliverables.
• Prioritize the analytics backlog by business value and manage stakeholder expectations.
• Act as a strategic analytics business partner to Sales, proactively identifying problems to solve rather than only responding to requests.
• Collaborate with the Data Science team to operationalize models (demand forecasting, price/promo elasticity, outlet segmentation, churn/propensity) within Sales.

**What We're Looking For**

**Required**

• Bachelor's degree or higher in a quantitative or business-related field: Analytics, Statistics, Mathematics, Economics, Business Administration, Supply Chain, or equivalent. Strong academic performance is a plus.
• 4+ years of experience in data analysis, business analytics, or BI roles, including at least 2 years focused on Sales/Commercial Analytics, with a track record of working directly with business leadership.
• Advanced SQL skills (complex queries, performance tuning); proficiency with at least one BI platform (Power BI, Tableau, Looker, or equivalent), with strong dashboard and data visualization design skills.
• Deep understanding of business context: you know what each metric means for the P&L, trade spend, margin, and growth levers.
• Experience in FMCG, Retail, Consumer Products, or F&B, especially with multi-channel distribution (GT/MT/Horeca/Ecom) and distributor networks.
• Excellent communication and data storytelling skills; confident presenting to and influencing senior leaders.
• Ability to lead and mentor others and manage multiple projects in parallel.

**Nice to Have**

• Experience with Sales/RTM analytics: trade promotion analytics, pricing and revenue growth management, outlet/route optimization, DMS/SFA data, sell-in/sell-out reconciliation.
• Experience with Supply Chain analytics: demand forecasting, inventory planning, replenishment, or DC/warehouse-tostore allocation.
• Understanding of Data Science/ML workflows (forecasting, segmentation, uplift modeling) and experience helping deploy models into operations.
• Proficiency in Python or R for advanced analysis and automation.
• Familiarity with cloud data platforms (Azure, GCP, Snowflake, Databricks).
• Experience managing a team or leading cross-functional analytics projects.

**Why Join Us**

• Work on analytics initiatives that directly influence large-scale commercial decisions at one of Vietnam's leading consumer conglomerates.
• Shape the Sales Analytics function and build and grow the analytics team.
• Join a team that values business impact over technical complexity, with a clear path toward Analytics Manager / Head of Sales Analytics.