Pee Safe - Category Lead - Feminine Hygiene

Category Lead - Comfort

Role & Responsibilities:

Key Metrics:

- Category Revenue and CM (Comfort range) - Market share gain vs. other players

Category P&L Ownership:

- Own revenue and contribution margin for the Comfort range (Pads, Period Panties, Liners). Drive growth from 40 Cr toward 100 Cr (FY27 target). Track spends vs. returns across marketing, trade, and channel investments.

Consumer & Market Strategy:

- Build sharp, consumer insight-led positioning for Comfort vs. competition. Identify the switch-trigger and build the narrative that converts other brand loyalists into Pee Safe trialists. Own competitive intelligence for the premium pad segment.

Go-to-Market Execution:

- Build channel-wise activation briefs - what the Comfort category needs from QC, Ecom, GT/MT, and D2C respectively - and hand these off to channel leads for execution. Hold channel leads accountable to category SoV and distribution targets

Channel Growth Plans:

- Build category-specific growth plans by channel - QC/EC (acquisition + repeat), GT/MT (repeat + shelf), D2C (tof)

NPD Pipeline Management:

- Work with R&D/NPD team to build a pipeline of product upgrades and adjacent launches within Comfort.

- Translate consumer feedback and competitive signals into actionable NPD briefs. Rationalise the long tail where needed.

Cross-functional Coordination:

- Serve as the integrating node across Marketing (for campaigns and brand), Sales (GT/MT/QC channel leads), Supply Chain (Demand planning and availability), and Finance (P&L and trade scheme approvals).

- Flag cross-functional trade-offs early - don't let misalignment surface at the S&OP table. Own resolution, not just escalation.

S&OP Participation:

- Represent category demand signals in the monthly S&OP cycle. Provide forward-looking demand inputs to supply chain to prevent stockouts or excess inventory during campaign periods.

Key Leadership competencies:

- Must-have: Consumer-first mindset, strong analytical rigour, ability to hold cross-functional accountability without direct authority.

- Good-to-have: Experience at mass-premium FMCG (HUL, P&G, Marico) or fast-scaling D2C brand (Nua, Plum, Mama Earth).

Knowledge and experience required:

- Typical role requires 8 - 10 years in FMCG or D2C brand management with direct P&L ownership.

- Prior experience in personal care, women's hygiene, or fast-growing consumer categories strongly preferred. Should have managed a brand through a high-growth phase (2x+ in 2 - 3 years).