Emma Sleep2d ago

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Senior Global Category Team Lead

LisbonPermanent – Full Timesenior

OtherTeam Lead

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Requirements Summary

Consumer segmentation and Jobs-to-Be-Done framework Value propositions and differentiation ration

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OtherTeam Lead

Ready to lead, disrupt and reinvent the sleep industry?

We are Emma – The Sleep Company. Founded in 2015, we have grown into the world’s largest direct-to-consumer (D2C) sleep brand, with a presence in over 35 markets and more than 15 retail stores across Europe. 

Our mission is simple: to develop sleep comfort products that empower our customers to awaken their best every day. Today, our products are trusted by millions and recommended by leading consumer associations worldwide. 

It’s our people who bring this mission to life. At Emma, you’ll join a driven, international team that values ownership, collaboration, and continuous knowledge sharing. With colleagues from over 70 nationalities, we combine diverse perspectives with a shared ambition to learn, grow, and create lasting impact, together. 

About the Role

The Global Category Manager Lead is a senior strategic role within Emma's Global Category Product Management team. You are the long-term owner of one of Emma's core product categories — Mattresses or Accessories/Beds/Linen — and are responsible for defining where the category should play and how it should win at a global level.

This is a high-impact, cross-functional role that connects consumer insight, market intelligence, and business priorities into a coherent portfolio architecture, innovation pipeline, and multi-year product roadmap. You work hand-in-hand with R&D, Marketing, Finance, and regional teams to ensure Emma builds the right products, at the right price, for the right consumers — consistently and globally.

In a context where Emma is rebuilding its category strategy foundations and closing critical gaps in portfolio steering, pricing logic, and product truth, this role is central to delivering the transformation.

Define, own and continuously evolve the global category vision, strategy, and 3-year ambition

Set the role of the category within Emma's overall portfolio — what it is for, who it serves, how it grows

Identify long-term growth opportunities across consumer segments, geographies, and channels

Translate company-level strategy and growth priorities into concrete category-level direction

Present and align the category strategy with senior stakeholders including C-level

Design and own the global portfolio architecture including Good / Better / Best tiering logic

Define SKU roles, lifecycle stages, trade-up paths, and rationalisation priorities

Build and maintain a global product roadmap covering Y1 to Y3+ horizons

Run quarterly portfolio reviews: identify winners, slow-movers, gaps, and overlaps

Drive SKU rationalisation decisions in collaboration with Commercial, Finance and Regions

Maintain the product catalogue as a single source of truth across the organisation

Lead product discovery: market gap analysis, consumer Jobs-to-Be-Done, and opportunity sizing

Define innovation briefs and product concepts with clear consumer and commercial rationale

Translate strategy into structured product requirements and success criteria for R&D

Partner with R&D and engineering throughout the design & build phase

Assess competitor product launches and technology trends to guide the innovation pipeline

Maintain a 12–18 month innovation pipeline with clear stage-gate milestones

Own the structural product marketing elements that anchor every activation globally:

Consumer segmentation and Jobs-to-Be-Done framework

Value propositions and differentiation rationale (Reasons to Believe)

Product positioning and trade-up messaging

Product naming conventions and portfolio story

Claim guardrails and messaging architecture for regional activation

Launch product truth documents for every new product release

Define global pricing principles and positioning guardrails for the category

Work with the Performance & Value Manager to validate price ladders and trade-up logic

Ensure pricing strategy is coherent across SKUs, markets and channels

Flag pricing risks early and make recommendations to maintain category value integrity

Act as the global category point of contact for EU, APAC, and LATAM regional teams

Provide portfolio guardrails, launch guidance, and product truth to regional managers

Run quarterly global–regional alignment sessions to sync strategy, roadmap, and performance

Integrate regional market insights, consumer feedback, and competitive signals into global decisions

Ensure regional adaptations remain within global coherence boundaries

7–10 years of experience in Category Management, Product Management, or Portfolio Strategy in consumer goods, e-commerce, or DTC

Proven track record managing complex multi-SKU consumer product portfolios (mattress, furniture, home, FMCG, or comparable)

Experience leading product innovation from brief to launch in cross-functional environments

Strong exposure to global or multi-regional operating models

Strategic thinker who can turn ambiguity into a clear direction — and who can then execute it

Able to build category vision and roadmaps from scratch, not just maintain existing frameworks

Strong analytical skills: comfortable with performance data, business cases, and consumer research

Excellent communicator and influencer — able to align diverse, senior stakeholders across functions

Hands-on: comfortable operating at both strategic and operational levels

Experience with DTC, online-first, or omnichannel environments is a plus

At Emma, you’ll find a culture of freedom, impact, and zero politics. We give you full ownership from day one and expect you to move fast, think big, and grow even faster.

Pet-friendly environment, where you can bring your furry desk buddy;

Discounts on our top-notch products;

Health insurance including dentist;

24 days holidays/year +1 day/year at Emma (máx. 29 days);

The opportunity to collaborate with multinational teams;

Exciting events that aren't just team-building exercises but opportunities to create epic memories.