Integrated Research (Market & UX)

• Own the research roadmap: market segmentation, brand/adoption health, competitive mapping, and core UX (usability, journey mapping, concept testing). 
• Ensure rigor across quantitative & qualitative: survey design, sampling, sizing/modeling, interviews/diaries/ethnography; clear validity and limitations.
• End-to-end studies: uncover needs, behaviors, and unmet opportunities across the messaging lifecycle. 

Marketing & Product Influence

• Translate insight → decisions: turn complex data into clear, concise, actionable recommendations for product roadmaps, marketing campaigns, content strategy, pricing/packaging, and conversion UX. 
• Validate bets: design and run A/B/MVT, concept and usability tests to de-risk hypotheses and inform planning. 

Strategic Leadership

• Be a thought partner to PMs and senior leadership: frame problems, set hypotheses, define prioritization frameworks and go-to-market approaches. 
• Data storytelling: craft persuasive narratives that influence Product, Design, and Marketing at the VP/C-level. 
• Business Level: for each "product/segment", determines the competitive approach: user experience, operating costs, and unique business model. 
• Corporate Level: decides if Zalo should expand into new areas or focus on existing segments. 

Team Ops, Enablement & Collaboration

• Mentor and level-up the team; manage vendors, budget, and intake with clear prioritization tied to business KPIs. 
• Build dashboards, repositories, and frameworks for fast access to actionable insights; embed research into decision rhythms with Data, Product, Design. 
• Educate partners on customer-centric strategy and lean validation.