The posting
We are looking for a Principal, Category Leader to own and scale our ''Low ASP (Average Selling Price)'' program and other strategic cross-border initiatives across the MEA region. This is a high-ownership, high-visibility role at the center of one of the fastest-growing portfolios in the MEA XB organization — spanning emerging marketplaces (Egypt, KSA) where the Low ASP opportunity is reshaping how customers discover and buy affordable selection.
You will set the strategic direction, own the P&L, and lead the end-to-end execution of the Low ASP program — building the selection, pricing, CX, and economics that unlock mass-market affordability for millions of customers. You will operate as a general manager: defining the 3-year vision, writing the narratives that align senior leadership, and driving cross-functional teams across Selection, Pricing, Marketing, Supply Chain, and Tech to deliver outsized growth.
Key Responsibilities
Strategy & Vision - Own the long-term (3YF) strategy and annual operating plan (OP1/OP2) for the Low ASP program across MEA emerging marketplaces. - Define the Low ASP customer value proposition and the strategic levers — unified fulfillment/shipping (FST), selection rigor, fee structure, and personalization — that drive sustainable, profitable growth. - Develop the units + incrementality framework to measure true program impact and inform investment decisions.
P&L & Business Ownership - Own the Low ASP P&L end to end — volume, revenue, contribution profit, and the path to profitability. - Lead volume modeling, cold-start/CPI solutions, and marketing investment reviews to balance growth and economics. - Build the business cases and financial models that justify investment and sequence the roadmap.
Selection & Pricing - Build an affordable, locally relevant selection strategy tailored to price-sensitive customers. - Partner with Pricing and Fees teams to design a competitive, sustainable fee and pricing structure for Low ASP selection. - Drive selection expansion through vendor, 3P seller, and cross-border sourcing programs.
Customer Experience - Define and improve the Low ASP CX mental model — from discovery and basket building to delivery and returns. - Partner with Tech and Product on CX weblabs, personalization (CAS), and the mobile shopping experience for emerging-market customers.
Cross-Functional Leadership - Lead a matrixed team across Selection, Marketing, Supply Chain, Finance, and Tech without always owning direct reporting lines. - Write and present 6-pagers, business/weekly reviews (WBR/MBR), and strategic narratives to senior leadership (VP/SVP level). - Influence partner teams and secure prioritization for the program roadmap.
Operational Excellence - Establish the metrics, mechanisms, and cadences (WBR, MBR, deep dives) to run the business and drive accountability. - Identify and remove bottlenecks across the fulfillment and selection pipeline.
- 10+ years of team leadership experience - Bachelor's degree or equivalent - Experience influencing multiple stakeholders and leading cross functional teams across geographies and business units - Experience using complex financial models, KPIs, and data analysis to inform strategic business decisions and influence cross-functional stakeholders, with proven business impact (e.g., financial savings, operational improvements, or customer benefits), or experience in tax, finance or a related analytical field - Experience converting insights into strategy and communicating complex ideas clearly and logically in written communication - - 8+ years of experience in retail, category management, product management, consulting, or general management, with a track record of owning a P&L or a major business line.
- Experience working with large global teams - Experience within e-commerce or Retail fields - Experience in financial analysis, retail buying, retail planning & allocation, product/project management, marketing, business development, consulting, negotiation or supply chain - Experience leading the design, development and/or implementation of new business processes or programs - MBA or equivalent advanced degree. - Experience in emerging markets (MEA, India, LATAM, SEA) and with price-sensitive / mass-market customer segments.
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