senior category manager(J103787)

Summary of Key Responsibilities

Responsibilities and essential job functions include but are not limited to the following

◆ Innovation & Product Development

◆ Lead end-to-end beverage innovation from ideation through commercial launch, translating consumer trends and market insights into differentiated product offerings that drive brand relevance and business growth.

◆ Manage the full NPD lifecycle, including concept validation, formulation, testing, and go-to-market execution with cross-functional partners.

◆ Build and maintain a robust beverage innovation pipeline that balances quick-win line extensions with breakthrough platform innovations.

◆ Responsible for customer value proposition and GTM strategy development to ensure successful launch.

◆ Category Business Management

◆ Own P&L accountability for the beverage category, driving top-line revenue growth, margin improvement, and market share expansion.

◆ Develop and execute category strategies, pricing architecture, and portfolio optimization plans to maximize business performance.

◆ Analyze sales data, consumer insights, and competitive landscape to identify growth opportunities

and mitigate category risks.

◆ Cross-functional Leadership & Execution

Lead cross-functional teams (R&D, Marketing, Operations, Supply Chain) to align on product vision,

priorities, and launch timelines.

Establish clear KPIs and post-launch performance tracking mechanisms to measure success and

drive continuous improvement.

◆ Serve as the primary category expert and strategic partner to senior leadership on beverage

portfolio decisions.

Required Experience, Knowledge, Skills and Abilities

◆ 7 years+ of experience in FMCG or retail experience with innovation and marketing background

◆ Extensive experience in category strategy development, business analytics and portfolio management experience expected to have strong strategic thinking to design platform architecture and generate actionable business growth plans.

◆ Strong communication skills and project management capability to collaborate with cross-

functional teams (Supply Chain, Store Operations, Marketing) and drive new initiative

implementation from pilot to national scale.

◆ Self-motivated, results driven, strong learning agility and attention to details ◆Excellent English

and Chinese both in oral and written

◆ Deep passion for coffee and Starbucks brand lover preferred.

Leadership Core Competencies in Starbucks

• ◆ Creating a culture of warmth and belonging, where everyone is welcome by demonstrating
• authenticity and inclusion.
• ◆ Acting with courage, challenging the status quo by demonstrating candor, innovation and
• courage.
• ◆ Being present, connecting with transparency, dignity and respect by demonstrating trust-based
• relationships
• ◆ Delivering our very best in all we do, holding ourselves accountable for results by demonstrating
• excellence and accountability