(Lead/ Expert) - Product Growth & Analytics

We’re reimagining how people connect with financial products - making them useful, meaningful, and part of everyday life. This is a senior individual contributor role designed to strengthen the specialist capabilities of Product Growth Analytics. You will build the research capability that connects market understanding, user behavior, and marketing effectiveness with growth decisions. As agentic AI expands the team’s execution capacity, you bring the research judgment needed to frame the right questions, validate evidence, and turn findings into actionable recommendations. You turn business questions into research, evidence into insights, and insights into concrete recommendations: which users to prioritize, which needs to address, which propositions to develop, and which growth initiatives to improve, scale, or stop. This role brings consumer and market evidence into growth analytics. Your core tools are desk research, qualitative research, surveys, and effectiveness studies, complemented by product and campaign performance data. Your success is measured by the decisions your work improves and the growth opportunities it helps the team validate. Mô tả công việcResearch Ownership for Growth DecisionsOwn the research agenda for your product scope, prioritizing questions that matter to acquisition, activation, repeat usage, retention, and business value. Translate growth challenges into clear research questions, hypotheses, and studies with an explicit decision to inform. Lead research end-to-end, from study design and participant recruitment to fieldwork, synthesis, recommendations, and stakeholder alignment. Connect research findings with available product and campaign data to explain observed behavior and identify actionable growth levers. Make clear recommendations, documenting supporting evidence, assumptions, trade-offs, and what requires further validation. Desk Research Growth Opportunity DiscoveryResearch market developments, consumer behavior, competitors, and relevant product models in Vietnam and other markets. Analyze why a product or growth approach works: the user need, value proposition, adoption mechanism, and conditions required for success. Assess what can be adapted to MoMo and what needs local validation. Identify underserved needs, promising segments, and use cases that can support meaningful, repeated product usage. Translate findings into prioritized opportunities, product propositions, and practical next steps. Qualitative Research Behavioral UnderstandingConduct in-depth interviews, contextual research, diary studies, focus groups, and usability testing as appropriate to the business question. Understand users’ motivations, existing alternatives, decision processes, trust concerns, and barriers to adoption or continued use. Develop actionable segmentation based on needs, behaviors, and usage contexts to guide product and growth initiatives. Validate concepts, value propositions, onboarding experiences, and recurring-use journeys before wider investment. Explain why users adopt, disengage, or return, and recommend changes to product experience, communication, or lifecycle interventions. Marketing Growth EffectivenessEvaluate whether target users understand, believe, and find relevance in product propositions and marketing messages. Design concept, message, and creative testing to improve positioning and campaign execution. Develop fit-for-purpose research to assess awareness, consideration, perceived value, trust, and barriers to adoption. Partner with Marketing and quantitative analytics colleagues to connect consumer responses with campaign outcomes and subsequent product behavior. Distinguish campaign reach and stated intent from evidence of meaningful adoption; clarify what the research can and cannot establish. Turn findings into recommendations on audience selection, messaging, channel approach, and future investment. Research-Led Experimentation LearningIdentify the assumptions most likely to affect the success of a product or growth initiative. Design proportionate validation plans, from rapid interviews and concept tests to surveys and product pilots. Define learning objectives and decision criteria before research begins. Work with Product, Growth, and Analytics colleagues to combine user feedback with observed outcomes. Maintain a learning agenda and evidence repository so findings inform future decisions across products and campaigns. AI-Assisted Research Team CapabilityUse AI tools to accelerate research planning, source discovery, transcript analysis, synthesis, and knowledge retrieval. Verify sources and interpretations, preserving context and distinguishing evidence from AI-generated hypotheses. Standardize practical research workflows that improve speed and quality. Help the growth team frame better questions, interpret research responsibly, and apply insights to daily decisions. Yêu cầu công việcWhat You Will ImpactBetter growth opportunities: Identify the user needs, segments, and use cases most worth pursuing. Stronger adoption and retention: Surface barriers and motivations that inform product and lifecycle improvements. More effective marketing: Improve proposition clarity, audience relevance, and campaign learning. Better investment decisions: Validate critical assumptions before committing significant product or marketing resources. Faster organizational learning: Build reusable evidence that strengthens growth strategy over time. What We Need From YouMust-HaveStrong hands-on experience in consumer, market, or product research, with the ability to independently lead studies from business question to recommendation. Proven desk research capability: source evaluation, competitor benchmarking, synthesis, and assessment of applicability to local users. Strong qualitative research skills, including interviewing, moderation, behavioral interpretation, and synthesis. Experience using research to influence product, growth, or marketing decisions, with clear examples of what changed as a result. Strong business acumen and product sense: able to connect user needs with adoption, retention, and commercial opportunities. Working knowledge of survey design and research measurement, including sampling limitations, bias, and responsible interpretation. Ability to interpret product and campaign metrics and collaborate with quantitative analysts. SQL proficiency is not required. Clear communication: able to move from evidence to insight to a specific recommendation. Practical experience using AI tools in research, with sound judgment in validating their outputs. Nice-to-HaveExperience in fintech, consumer platforms, payments, or financial management products. Experience with brand health tracking, proposition testing, creative testing, or marketing effectiveness research. Familiarity with segmentation and prioritization methods such as Jobs to Be Done, Kano, or MaxDiff. Experience connecting research findings with product experiments and behavioral data. Experience mentoring researchers or establishing research standards across teams.