APAC Category Growth Senior Manager

Key Responsibilities

Category & Market Analysis

• Analyse category, product, consumer and market performance to identify key growth drivers, whitespace opportunities and emerging trends.
• Consolidate insights across markets to build a regional perspective on category opportunities and priorities.
• Monitor competitor activity and broader market developments to identify relevant opportunities for CHAGEE.

Growth Opportunity & Portfolio Development

• Identify and evaluate high-growth categories, emerging opportunities and potential new growth spaces across APAC.
• Develop business cases and recommendations for priority growth initiatives, considering consumer relevance, revenue potential, margin, scalability and investment requirements.
• Support portfolio reviews across new and existing products to identify opportunities for optimisation and future growth.
• Identify successful products or propositions from individual markets that may have potential for broader regional application.

Go-to-Market & Campaign Planning

• Develop go-to-market and campaign plans for priority category initiatives, product launches and key category moments.
• Partner with Brand Planning, Campaigns, Product Innovation, Consumer Insights and local market teams to shape consumer propositions, channel approach, timing and investment.
• Track campaign and launch performance, and translate learnings into recommendations for future category growth initiatives.

Cross-Market Collaboration & Execution

• Work closely with local market teams to understand market-specific opportunities, consumer needs and execution considerations.
• Coordinate cross-market category initiatives and align regional and local stakeholders around agreed priorities and action plans.
• Build effective relationships across functions and markets to facilitate collaboration and drive initiatives forward.

Performance Tracking & Learning

• Track the commercial performance of priority categories and initiatives, including sales, gross margin, product mix, repeat purchase and campaign effectiveness.
• Use performance data to identify opportunities, risks and recommended actions.
• Develop frameworks, tools and processes to strengthen regional category planning and consolidate learnings for future initiatives.

Experience & Qualifications

• 6-10 years of relevant experience in category management, commercial strategy, marketing strategy, brand management or a related field, ideally within F&B, retail, FMCG or other consumer-facing industries.
• Strong commercial and analytical mindset, with a good understanding of key business drivers such as revenue, gross margin, pricing, product mix and return on investment.
• Experience translating market, consumer and performance data into clear recommendations and actionable growth initiatives.
• Exposure to go-to-market and campaign planning, including working across proposition, channels, investment, execution and performance tracking.
• Strong project management and cross-functional stakeholder management skills, with the ability to influence and drive alignment without direct reporting authority.
• Strong communication and presentation skills, with the ability to communicate complex analysis and recommendations clearly and concisely.
• Comfortable working in a fast-paced environment with evolving priorities and across diverse APAC markets.
• Self-motivated, curious and willing to challenge existing ways of working.