JOB SUMMARY

• The Category Manager (Health & Wellness) is responsible for defining and driving the end-to-end marketing strategy and commercial growth of The company’s Health & Wellness product portfolio. This role owns the category’s performance — from strategic planning and campaign development to execution oversight and results delivery — ensuring that all activations are commercially aligned, insight-led, and platform-relevant.
• Operating at the intersection of brand, performance, and digital commerce, the Category Manager leads cross-functional efforts across TikTok marketing, Shopee, Lazada, and other key channels to drive SKU visibility, trial, and repeat purchase. The role requires deep familiarity with TikTok content strategy and the e-commerce landscapes of major marketplace platforms.
• The Category Manager works closely with the Marketing Director, cross-functional teams, and channel partners to translate category priorities into winning campaigns and sustainable growth.

KEY RESPONSIBILITY

• Category Strategy & Growth Ownership

• Own the overall marketing strategy and growth roadmap for the Health & Wellness category.
• Develop monthly, quarterly, and annual category plans aligned with topline revenue and GMV targets.
• Identify whitespace opportunities, emerging trends, and competitive gaps to drive category leadership.
• Translate brand positioning into category-specific messaging and campaign narratives.

• TikTok Marketing & Content Strategy

• Lead TikTok strategy for the Health & Wellness category, ensuring content is trend-relevant, conversion-driven, and brand-safe.
• Collaborate with the TikTok Content Strategy Lead to develop content pillars, hooks, and creator briefs specific to the category.
• Identify TikTok content opportunities aligned with hero SKUs, product launches, and commercial pushes.
• Monitor TikTok performance metrics and drive continuous optimization of category content.

• E-Commerce Channel Management (Shopee & Lazada)

• Develop and execute category campaigns on Shopee and Lazada, leveraging platform mechanics, promotions, and sponsored solutions.
• Work with the Performance Marketing team to maximize category visibility and conversion through platform-specific strategies.
• Monitor marketplace rankings, reviews, and competitor activity to inform strategic decisions.
• Collaborate with platform teams to secure visibility placements, campaign features, and co-marketing opportunities.

• Campaign Development & Execution Oversight

• Brief and oversee the end-to-end development and execution of category campaigns across all channels.
• Coordinate with Marketing Executives to ensure product-level activations are delivered on time and on-brief.
• Align with Creative, Performance, and Operations teams to ensure cohesive and commercially effective campaign delivery.
• Review and approve campaign assets to ensure quality, compliance, and brand alignment.

• Performance Analysis & Optimization

• Track and analyze category campaign performance across TikTok, Shopee, Lazada, and other channels.
• Generate insights and recommendations to improve campaign effectiveness and category growth.
• Report category performance to the Marketing Director with clear commentary and action plans.

• Cross-Functional Collaboration

• Serve as the primary marketing point of contact for the Health & Wellness category across internal teams.
• Align with Product, Supply Chain, and Sales teams to support launches, promotions, and inventory planning.
• Coordinate with PR & Affiliate teams to amplify category campaigns and extend reach.
• Manage relationships with external partners, agencies, and platform representatives as needed.

QUALIFICATION AND REQUIREMENTS

Education

• Bachelor’s degree in Marketing, Business Administration, Communications, or related field.

Experience

• 5+ years of experience in category management, brand management, or marketing in a related field.
• Proven track record of managing product categories and driving measurable commercial results.
• Strong familiarity with TikTok marketing, content strategy, and platform mechanics.
• Solid understanding of Shopee and Lazada marketplace landscapes, promotional mechanics, and sponsored solutions.
• Experience in beauty, FMCG, health & wellness, or retail is a strong advantage.
• Experience working cross-functionally with creative, performance, and commercial teams.

SKILL AND COMPETENCIES

Technical Skills

• Category strategy development and execution
• TikTok marketing and content performance analysis
• Shopee and Lazada campaign management and marketplace optimization
• Campaign planning, briefing, and asset management
• Performance tracking, reporting, and data-driven decision-making

Soft Skills

• Strong strategic thinking with clear execution discipline
• Excellent cross-functional communication and stakeholder management
• High ownership mindset and accountability for results
• Agile and adaptive in a fast-moving, trend-sensitive environment
• Strong leadership and ability to influence without direct authority

WORK ENVIRONMENT

• Hybrid work setup based in Eastwood.
• High involvement during campaign launches, peak commercial periods, and platform mega-sales events.
• Fast-paced environment requiring rapid ideation, cross-functional coordination, and results delivery.