Category Manager - Wellness Portfolio

- Identify and size wellness opportunities across aromatherapy and adjacent need-states using consumer insights, cohort segmentation, and market potential assessment.
- Prioritize adjacencies based on market potential, science/formulation feasibility, brand fit, and business case rigor; recommend portfolio expansion choices.
- Define category positioning and differentiation; translate consumer needs into clear product constructs (format, fragrance profile, sensorial experience).
- Partner with Product Development to build credible claims backed by validation and to develop formulations that deliver measurable consumer benefits.

- Lead end-to-end proposition development from concept to product specs, packaging inputs, and launch readiness, balancing brand, technical, and commercial requirements.
Brand Ownership:
- Own Pranah's brand strategy-purpose, narrative, positioning, and multi-year growth roadmap in India's wellness landscape.
- Build a cohesive brand world (visual identity, tonality, and experience standards) to ensure consistency across all touchpoints.
- Translate strategy into portfolio and architecture choices (product hierarchy, sub-brands), channel focus, and partnership models.
- Set the go-to-market and marketing-mix direction (pricing, distribution, promotion, and media) aligned to target cohorts and business goals.
- Partner with Operations, Procurement, and Supply Chain to align priorities, timelines, and decision points and enable on-time, in-full delivery.
- Steer brand-building programs and track outcomes, ensuring execution strengthens brand equity and delivers business impact.