Role Purpose

The EC Category Manager is responsible for leading the end-to-end development of assigned categories in omni channel, from market and business analysis, category and product strategy, to seasonal campaign planning and execution. This role requires a strong product marketing mindset and commercial acumen, with the ability to identify growth opportunities through category, consumer, and performance analysis, and translate them into effective activation plans that drive category growth.                                                                                                           

The role starts from understanding the business — market environment, consumer needs, category dynamics, portfolio performance, and competitive landscape and turns those insights into clear product priorities, communication strategies, and seasonal campaigns across eCommerce channels.                                                                         

Key Responsibilities

1. Market, Category & Business Analysis                                                                               

• Analyze market environment, category trends, competitive landscape, consumer behavior, and channel dynamics to identify growth opportunities and business risks.                                                                                  

• Monitor category performance on a regular basis, including sales, share, traffic, conversion, product mix, pricing, and promotion effectiveness.                                                                                                  

• Review portfolio and SKU performance to identify hero products, white space opportunities, and improvement areas across the category.                                                                                                             

• Develop business diagnosis and actionable recommendations based on internal performance data, market intelligence, and platform insights.                                                                                                        

• Maintain a strong understanding of category performance and key business drivers, and use this to shape future planning and priorities.                                                                                                    

2. Category & Product Strategy

• Own the category strategy for assigned products within eCommerce/retail, ensuring clear priorities across portfolio, hero SKUs, pricing, promotions, and key trading moments.                                                                             

• Identify short-term and long-term category growth opportunities and translate them into focused business plans.

• Partner with relevant teams to define product positioning, key selling points, and communication priorities based on category opportunity and consumer needs.                                                                                  

• Ensure product strategy is reflected in execution and that campaigns are built around clear product truths and category priorities.                                                                                                      

• Support annual, quarterly, and monthly category planning to deliver sales, market share growth, and profitability targets.

3. Consumer Insight & Opportunity Identification

• Leverage consumer, shopper, and platform insights to understand purchase drivers, barriers, and unmet needs within the category.                                                                                                                 

• Translate insight into clear recommendations for product focus, campaign themes, messaging direction, and activation priorities.                                                                                                               

• Identify category white space and emerging trends that can be converted into product or campaign opportunities.

• Ensure campaign and communication planning are insight-led and relevant to both business objectives and consumer needs.

4. Seasonal Campaign Planning

• Lead the development of seasonal and key commercial campaign plans based on business priorities, category opportunities, and product focus.                                                                                                        

• Define campaign objectives, target audience, hero products, key messages, promotional mechanics, and success metrics.

• Build campaign strategies that connect product communication, commercial priorities, and platform opportunities.

• Ensure campaign planning is not only promotional, but also supports product education, conversion, and long-term category development.

5. End-to-End Campaign Execution

• Own the end-to-end execution of seasonal campaigns across channels, from planning through launch and post-campaign review.                                                                                                     

• Work closely with cross-functional teams including sales, TMKT, creative, CRM, PR, insights, and supply chain to ensure campaigns are executed effectively and on time.                                                                 

• Brief agencies and stakeholders on campaign objectives, target audience, product priorities, and communication requirements.                                                                                                             

• Drive alignment across internal and external partners to ensure high-quality delivery of campaign assets, product content, platform activation, and promotional setup.                                                                      

• Monitor campaign progress and performance closely, and recommend optimization actions where needed.

6. Product Communication & Go-to-Market

• Translate category and product strategy into clear and compelling product communication for campaigns, launches, and key trading moments.                                                                                        

• Ensure key product benefits, claims, and selling points are clearly articulated and consistently expressed across campaign and product touchpoints.                                                                                         

• Collaborate with creative and content teams to develop effective product storytelling that is grounded in consumer understanding and commercial objectives.                                                                                  

• Support go-to-market planning for innovations, hero products, and category priorities in partnership with cross-functional teams.                                                                                                   

7. Performance Tracking & Business Review

• Track category and campaign performance against key business KPIs, including sales, growth, market share, traffic, conversion, ROI, and promotional efficiency.

• Conduct post-campaign and periodic business reviews to identify what worked, what did not, and what should change going forward.

• Consolidate learnings from business results, campaign performance, and market developments into actionable recommendations.

• Support management updates and planning processes with clear analysis, performance storytelling, and strategic recommendations.

8. Cross-functional Collaboration & Budget Management

• Act as a key category lead across multiple functions, ensuring category priorities and campaign plans are clearly communicated and well executed.

• Work collaboratively with internal stakeholders and external partners to align on objectives, timelines, deliverables, and performance expectations.

• Manage campaign-related budgets and monitor investment efficiency to maximize business impact.

• Ensure disciplined planning, tracking, and operational follow-through across all category and campaign activities.

 Qualifications    

• Bachelor’s degree or above in Marketing, Business or a related field.

• Relevant experience in marketing, category management, product marketing, or related commercial/marketing functions.

• Strong understanding of market analysis, category performance, portfolio planning, and consumer/shopper insight.

• Proven experience in campaign planning and end-to-end execution

• Strong marketing mindset, with the ability to connect category opportunity, consumer understanding, and campaign activation.                                                                                                               

• Strong commercial acumen and analytical capability, with confidence in using data to drive recommendations and decisions

• Excellent cross-functional collaboration and stakeholder management skills

• Strong project management, communication, and execution skills in a fast-paced environment.

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.