Principal, Category Leader — Low ASP & Strategic Programs

Job description

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.