Market Approach & GTM Strategist

CONTEXT

Source of Asia supports international companies entering and growing in Vietnam and ASEAN, as well as Vietnamese companies expanding into overseas markets. We combine market intelligence, go-to-market strategy and hands-on commercial execution to turn market opportunities into business results.

As a Market Approach & GTM Strategist, you will convert market evidence and local business insight into decisions, market-entry recommendations and actionable sales plans. You will work across the client journey, from initial brief and proposal through GTM design and strategic support during execution.

Department : Market Expansion

Reports to : Market Expansion Director

Works closely with : Assigned Project Manager, Business Development, Sales Representation, Marketing & Digital, and relevant SOA Business Units

Location : Ho Chi Minh City; regional research and project assignments as required

OBJECTIVES

• Deliver reliable market intelligence that enables confident client investment and commercial decisions.
• Turn research into actionable market-entry recommendations and effective GTM strategies.
• Enable focused commercial execution with clear priorities, sales approaches and practical roadmaps.
• Strengthen SOA’s reusable industry intelligence, expert network and strategic advisory capabilities.

MAIN RESPONSIBILITIES

Client Briefing & Business Diagnosis

• Join BD and Project Managers in discovery, briefing and proposal development; understand the client’s business model, product, objectives and expansion constraints.
• Translate client needs into strategic questions, research methodology, scope, deliverables and information requirements.

Market Intelligence & Opportunity Assessment

• Research market demand, segments, competitive landscape, positioning, pricing, routes to market and relevant market-access conditions.
• Combine credible secondary sources with interviews, field insights and industry experts; distinguish evidence, assumptions and interpretation.
• Assess product-market fit and commercial feasibility; prioritize countries, segments, channels and opportunities against client resources.

Market Entry & GTM Strategy

• Convert findings into client-specific business implications, recommendations and alternative market-entry scenarios.
• Define target customer profiles, positioning, channel/partner models, sales approach, resource needs, milestones and implementation roadmap.
• Produce client-ready reports and presentations that clearly answer: what did we learn, what does it mean, and what should the client do next?

Commercial Execution & Cross-BU Support

• Work with Sales Representation to turn GTM plans into targeting criteria, prospecting priorities, sales arguments and action plans.
• Use market feedback and sales progress to refine targeting, positioning and channel strategy; advise the PM on necessary adjustments.
• Collaborate with Marketing & Digital on positioning, messaging and sales initiatives; involve SOA specialist BUs for technical input and identify follow-on needs.

Intelligence Resources & Delivery Discipline

• Build and maintain market/sector libraries, source databases, expert networks, research templates and reusable GTM methodologies.
• Coordinate external research or sector experts when required; manage assigned workstream time, deadlines and quality with the PM.
• Validate sources and any AI-assisted content; present conclusions clearly and flag gaps or delivery risks before client submission.

• Relevant experience in market research, market-entry advisory, strategy consulting, business analysis or international business development.
• Experience supporting foreign companies entering Vietnam/ASEAN and/or Vietnamese companies expanding overseas; trade or investment promotion exposure is a plus.
• Strong research methods, analytical rigor, critical thinking and ability to structure unfamiliar business problems.
• Proven ability to convert data into strategic recommendations, GTM plans and commercially feasible next steps.
• Understanding of B2B customer segmentation, distribution channels, competitive positioning and commercial models.
• Clear writing and presentation, ownership, accountability, curiosity and effective collaboration across functions.
• Excellent business English and Vietnamese; French is a plus.

KEY PERFORMANCE INDICATORS

• Research quality: evidence accuracy, relevance, analytical depth and credible source discipline.
• Strategic value: specificity, feasibility and actionability of recommendations and GTM plans.
• Delivery: agreed deadlines, scope, quality standards and efficient workstream resource use.
• Commercial contribution: documented strategic input to proposals, sales activation and next-mandate opportunities.
• Knowledge building: useful intelligence assets, repeatable methodologies and expert-source development.
• Collaboration: useful support to PM and Sales, including strategy adjustments based on field feedback.

Targets reflect assigned work, complexity and project scope. Strategy quality and execution readiness are evaluated within the role’s control; independent sales conversion is not an automatic KPI.

• We champion your growth, offering pathways to advance your career and celebrating your milestones along the way.
• Our benefits package is designed to support your well-being, ensuring you feel valued and part of a team that's always moving forward.
• Our consultancy transcends boundaries, tailored to meet the unique needs of each client, ensuring that your work is always fresh and impactful.
• With us, every day is a new chapter of discovery. Our agile approach to business means you'll enjoy a rich variety of missions, constantly expanding your horizons.
• We are a multicultural company located in Thao Dien, offering breathtaking views of Landmark 81 that inspire creativity and innovation.