Category Manager - Retail

Category Manager

- Selection: For every micro-market, the Category Manager will need to build the ideal

assortment shelf to adequately showcase the width and depth of Licious selection, while
balancing out constraints on discovery, wastage etc. This will need deep understanding of
consumer behaviour and consumption at a regional level as well as competitive behaviour by
way of both offline stores as well as online competition.

- Product Quality: Licious is a brand that obsesses about product quality in order to delight
customers. To this extent, the Category Manager plays a key role in constantly improving /
tweaking our product range basis both consumer as well as market feedback. This will also
involve working closely with cross functional teams including NPD, Sourcing, Processing etc.

- Pricing: Pricing is a key input to customer conversion and the Category Manager plays a

key role in defining and executing category pricing strategy for every micro market basis
competitive pricing as well as profitability goals. This will also tie into the categorys
assortment strategy and what role each part of the assortment plays to deliver overall
objectives.

- Catalogue: Licious is the Meat Expert and dons this role to be able to engage and educate
customers in their meat consumption journeys. To this extent, the catalogue needs to play a
key role in providing the right information to consumers in an easily consumable fashion
that will allow them to pick and choose the ideal products for their use case. This will involve
several touch points including product images, title logic, tags etc.

- Profitability / Cost Management: The Category Manager firmly owns Gross Margin

targets for their category and will hence need to influence all directly and indirectly
controllable cost heads, to deliver gross margin goals. This will include all aspects of the PnL
including buying price, selling price, discounts, wastage, packaging cost, processing cost etc.

- GTM / Channels: While the D2C channel is the primary distribution channel for Licious,
there are other online and offline channels as well that need to be leveraged by the Category
Manager to meet business objectives. The Category Manager will need to partner with
Channel teams on developing and executing strategies around assortment, pricing,
promotions etc. to deliver on channel objectives.

Business Health: As the primary owner of the business, the Category Manager will:

- Have customer obsession and a drive to keep improving the customer experience with
Licious

- Are highly data oriented and analytical in order to solve complex business problems as well
as take high quality decisions

- Are able to work with multiple stakeholders.

- The Category Manager role will work deeply with Sourcing, Processing, Packaging, QA,
NPD, Growth, Marketing and so on to deliver category objectives. Think Big The ability to
come up with large, disruptive ideas to change the way India shops and consumes meat.

- Have experience in Category Management / PnL ownership roles in online / offline retail
companies

- Have Exposure to digital first business models