Category Director -Pawfectly

Licious; Bengaluru; On-site; INR 2,000,000 - 3,000,000; Full time

Job summary

Licious is looking for a Business Owner and Brand Custodian for Pawfectly, its pet food brand, in Bengaluru. The ideal candidate will manage the end-to-end business, ensuring profitability and scalability while shaping brand positioning and strategy. Key responsibilities include leading cross-functional teams, overseeing P&L, and building brand awareness. Experience of 7-14 years in category leadership, with a strong background in FMCG and digital-first businesses, is required.

Qualifications

• 7 - 14 years of experience in category and brand leadership.
• Experience in building brands at scale and P&L management.
• Strong exposure to consumer brands, especially in FMCG or nutrition.

Responsibilities

• Own the end-to-end Pet Food business including P&L.
• Define long-term category vision and growth roadmap.
• Shape brand positioning and ensure nutritional value.

Skills

Category leadership

Brand leadership

P&L ownership

FMCG experience

Digital-first business exposure

Cross-functional team leadership

Job description

As Licious completes a decade of serving millions of Indian households with food they trust, our promise of quality has grown alongside the families we serve—including their tail-wagging and purring companions. Born within the House of Licious, Pawfectly Made is a pet food brand inspired by a pet parent and built for pet parents. Rooted in love, rigour, and responsibility, we extend Licious’ trusted promise of quality to pets who are truly our #GharKaBaccha. Crafted in collaboration with vets, chefs, food technologists, and pet parents, we create healthy, delicious meals and treats—always choosing what’s right for them. Join us as we grow, learn, and do better every day.

About Pawfectly

Pawfectly Made is a fresh, convenient pet food service that is guided by science, driven by love and made with passion. Our meals are made using human-grade ingredients, farm-fresh produce, without any preservatives of additives in extremely hygienic kitchens with love and care. Safe enough for humans to eat and are nutritionally complete, customized, and balanced specifically for your pet.

“Pawfectly Made” – Fresh, healthy, and convenient pet meals, made with love, customized for your pet’s specific needs, delivered to your home.

The role - You will act as the business owner and brand custodian for Pawfectly, responsible for strategy, scale, storytelling, and profitability.

What makes the role meaty?

• Owning the end-to-end Pet Food business (P&L)
• Defining the long-term category vision: portfolio, formats, price tiers, and growth roadmap
• Building Pawfectly into a credible, science-led pet nutrition brand, not just a product line
• Shaping Pawfectly brand positioning, purpose, and narrative
• Ensuring the brand stands for pet health, nutrition, and trust, not commoditised food
• Partnering closely with Marketing & Creative to build awareness and emotional resonance with pet parents
• Leading portfolio strategy across dry food, wet food, treats, supplements (as applicable)
• Working with NPD, QA, sourcing, and external experts to ensure:
  • Nutritional superiority
  • Consistent quality at scale
• Owning pricing architecture and margin structure across channels
• Balancing consumer value, premiumisation, and profitability
• Defining promotion philosophy without eroding long-term brand equity
• Scaling Pawfectly across:
  • Offline / vet clinics / institutional partnerships (where relevant)
• Defining channel-specific strategies without fragmenting the brand
• Defining and track north-star metrics for the business
• Driving reviews on:
  • Revenue, contribution margin, repeat, cohort health
  • Portfolio performance and SKU rationalisation
• Taking data-backed decisions while retaining strong consumer intuition
• Building and mentor a high-performing category and brand team
• Creating a culture of ownership, curiosity, and consumer obsession

We hope that you have…

• 7 - 14 years of experience in Category leadership, Brand leadership and P&L ownership
• Background in FMCG / Food / Pet Care / Nutrition / Consumer brands
• Building categories or brands at scale
• Leading cross-functional teams
• Balancing brand-building with commercial outcomes
• Strong exposure to digital-first or D2C-led businesses
• Ability to think long-term, not just quarter-to-quarter