Category Head – Home Care; La Brezza
Location: UAE / Regional (Multi-Market Responsibility)
Category: Home Care | Cleaning | Air Care | Fabric & Surface Care
About the Organization:
Clasico Brands International is a fast-scaling FMCG organisation building category-defining brands across Personal Grooming for Men, Oral Care, and Home Care.
We operate with a challenger mindset, strong distribution DNA, and an ambition to build globally relevant, high-velocity consumer brands across emerging and mature markets.
At Clasico Brands International, Home Care is a strategic growth pillar anchored by La Brezza - a brand built around efficacy, sensorial appeal, and everyday elegance.
This is a category with high frequency, high competition, and high expectations.
We are building it with intent.
About the Role:
The Category Head – Home Care is the Category CEO for La Brezza.
This role exists to build a scalable, profitable, and distinctive Home Care business across markets by owning the category end-to-end — from portfolio architecture and pricing to distribution, rotation, and consumer pull.
You will define how the category grows, where it competes, and how it wins.
The Scope:
1. Category P&L Ownership- Full ownership of category topline, gross margin, contribution, and trade spend ROI.
- Define price ladders, pack sizes, channel margins, and promo thresholds by market.
- Drive forecast accuracy, demand planning inputs, and inventory health.
- Define the long-term category roadmap across:
- Fabric Care
- Air Care & Fragrance
- Specialized & Adjacent Home Solutions
- Decide hero SKUs, must-win segments, and deliberate exclusions.
- Lead SKU rationalization to eliminate low-yield complexity.
- Build defensible differentiation through claims, formats, and sensorial cues.
- Own the innovation funnel from insight to commercialization.
- Translate consumer needs into products that deliver performance + experience.
- Partner with R&D, perfumery, packaging, and compliance teams to ensure:
- Regulatory readiness
- Lead launch sequencing, pricing strategy, and post-launch performance reviews.
- Build GTM strategies by channel:
- General Trade & Wholesale
- Modern Trade & Key Accounts
- E-commerce & Quick Commerce
- Define shelf architecture, visibility norms, planograms, and activation playbooks.
- Drive rotation, repeat purchase, and in-store conversion.
- Equip distributors with clear category selling stories.
- Adapt the Home Care portfolio for diverse geographies and consumer realities.
- Lead competitive tracking across pricing, claims, pack sizes, and promotions.
- Identify whitespace opportunities across mass, masstige, and premium tiers.
- Ensure the brand wins without eroding trust or value perception.
- Act as the single owner across Sales, Marketing, Supply Chain, Finance, and Compliance for Home Care.
- Establish KPIs, dashboards, and operating cadence.
- Drive accountability across internal and external partners.
- Build category discipline and execution excellence.
Experience & Profile:
- 10–12+ years of experience in FMCG Home Care / Household / Adjacent Categories.
- Has led category management, product management, or business unit roles.
- Strong command over pricing, margins, and trade economics.
- Deep understanding of GT, MT, and E-commerce dynamics.
- Commercially sharp, consumer-centric, execution-driven.
What will set you Apart:
- Has built or scaled a Home Care brand across multiple markets.
- Comfortable managing cost volatility and margin pressure.
- Understands sensorial branding as a growth lever, not an afterthought.
- Thinks like an owner, operates like a leader.
Why This Role Matters
Home Care is about daily trust.
Get this right, and you build habit, loyalty, and scale.
Why Join Clasico:
- Opportunity to build global FMCG brands from the core, not the sidelines.
- Direct impact, high ownership, and strategic visibility.
- Entrepreneurial culture with serious scale intent.
- Competitive compensation aligned with performance and growth.
- Executive
- Full-time
- Sales and Business Development
- Manufacturing
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