Description:

Role Summary:

The Category Head Kids is fully accountable for the end-to-end success of the Kids category.

This is a P&L owning role with responsibility across revenue, margins, growth strategy, partnerships, and performance-led creative execution.

This role does not design or write copy, but owns outcomes by directing the right teams, asking the right questions, and making sharp commercial decisions.

WHAT THIS ROLE ACTUALLY OWNS:

Business & P&L Ownership (NON-NEGOTIABLE):

- Own the Kids category P&L end-to-end.

- Set and deliver revenue, margin, and contribution targets.

- Decide budget allocation across:

- Performance ads.

- Creator spends.

- Product launches.

- Track SKU-level performance:

- Revenue, margins, velocity, cannibalization.

- Identify underperforming SKUs and take commercial corrective actions.

Product Understanding & Positioning (NOT R&D):

- Develop deep understanding of kids products:

- Ingredients, claims, use-cases, parent concerns.

- Own product positioning, claims, and differentiation.

- Build a tight feedback loop with Founder / R&D based on:

- Market response.

- Consumer feedback.

- Competitive landscape.

Growth Strategy (CORE RESPONSIBILITY):

- Own the overall growth strategy for the Kids category.

Decide:

- What content formats scale.

- Which creatives convert.

- Which platforms matter most.

- Work closely with:

- Performance marketing.

- Content & social teams or Influencer/creator teams.

- Build repeatable growth loops, not one-off campaigns.

- Translate insights into clear execution briefs.

Partnerships & Alliances (WITH SUPPORT):

- Identify strategic partnerships relevant to Kids:

- Schools & institutions.

- Parenting communities.

- Paediatricians / doctors.

- Platforms, creators, brands.

- Lead conversations and close deals with support from partnerships/sales teams.

- Own commercial outcomes, not just introductions.

Creative Oversight (NOT DESIGNING):

- Review all major creatives for the Kids category.

- Ask performance-first questions:

- Why did this work?.

- Why did this fail?.

- Push teams toward data-backed, performance-led creativity.

- Ensure brand, compliance, and category sensibilities are respected.

WHO SHOULD DO THIS ROLE (PROFILE TYPE):

You should apply if you have:

- Previously run a category or owned a P&L.

- Experience in D2C / Consumer / FMCG / Nutrition / Kids brands / Beauty & Personal Care.

- Strong commercial and analytical thinking.

- Ability to influence cross-functional teams without micromanaging.

- Comfort balancing brand, growth, and profitability.

This role is NOT for:

- Pure marketing managers without P&L exposure.