Category Manager

About the role

The Category Manager helps drive the success of a Lalo product category (e.g., Bath, Mealtime) from concept through launch and ongoing lifecycle management. Working closely with the Category Lead and cross-functional partners, this role manages the day-to-day execution of the category roadmap, moves products through development, and ensures new products meet Lalo's standards for design, user experience, quality, safety, and margin. Working collaboratively across Engineering, Design, Operations, Marketing, Sales, and Finance, the Category Manager turns parent needs and product ideas into thoughtful, scalable products parents know to trust. In a fast-growing, hands-on startup environment, this role keeps category work organized, on track, and moving forward.

The Category Manager turns product ideas into market-ready products by managing development, coordinating cross-functional teams, and driving execution from concept through launch and beyond.

What you'll do

Category Strategy & Innovation Pipeline

• Help shape and manage the category roadmap and innovation pipeline, translating parent needs, market insights, and brand priorities into clear, actionable product plans
• Conduct user and market research to identify white space, unmet needs, and opportunities that inform roadmap decisions
• Support volume assumptions, pricing strategies, costing models, and profitability targets for new products in partnership with Finance and Planning
• Help manage annual growth targets for assigned categories
• Balance near-term commercial opportunities with longer-term category growth, escalating trade-offs as priorities evolve
• Continuously improve how ideas move from concept to launch by simplifying processes, removing bottlenecks, and contributing practical, creative problem-solving
• Partner with CX and Sales, and actively monitor customer feedback and reviews, to identify opportunities for iteration and product improvement

Product Development & Execution

• Manage development priorities, timelines, and resourcing to ensure products launch on time, within cost targets, and aligned with margin and growth goals
• Partner with Design and Engineering to define product intent and user experience—creating products that are functional, intuitive, safe, and distinctly Lalo
• Assist with sourcing efforts and vendor selection to ensure the right vendor is selected for each project based on expertise, quality alignment, financial considerations, and country of origin/ops implications
• Work with manufacturers, Engineering, and QA to evaluate vendor materials, construction methods, testing requirements, packaging, and production feasibility
• Drive product decisions with a focus on margin structure, durability, and scalability, without compromising the parent experience
• Ensure all products meet Lalo's standards for quality, safety, compliance, and trust, recognizing the responsibility inherent in baby and toddler products
• Help oversee packaging across design, materials, content, and visual merchandising to ensure clarity, consistency, and shelf impact

Cross-Functional Collaboration

• Manage day-to-day coordination of category execution across concept, development, launch, and lifecycle, including ownership of category reporting.
• Ensure teams across Lalo have the information, timelines, and clarity needed to support development and launch
•  Communicate day-to-day progress, priorities, and execution updates clearly as products move through development, escalating key decisions and trade-offs to the Category Lead
• Build strong cross-functional partnerships, balancing creative ambition with operational and commercial realities

Go-to-Market & Lifecycle Support

• Partner with Marketing and Sales to define the technical, functional, and emotional benefits of each product
• Engage early with Marketing and Sales to help shape product positioning, claims, and use cases that support sell-in and sell-through
• Anticipate potential CX issues and support FAQ development and content creation
• Support go-to-market planning by ensuring product details, timelines, deliverables, and requirements are clearly understood across teams
• Contribute to demand planning and forecasting by aligning early volume assumptions with launch plans and DTC/retail needs
• Provide product expertise for sell-in conversations, launch materials, product collateral, and ongoing merchandising optimization
• Review post-launch performance, customer feedback, and CX insights to inform iteration, line extensions, and future roadmap decisions

Who you are

• 5–7 years of experience in product management, category management, merchandising, or product development (consumer products strongly preferred)
• Experience moving products from concept through launch and managing them across their lifecycle
• Strong project management skills—you keep timelines, budgets, and cross-functional partners aligned and moving
• Commercially minded, with a working understanding of margin structure, costing, pricing, and profitability
• A clear communicator who can translate between design, engineering, operations, and commercial teams
• Highly organized and detail-oriented, comfortable owning the day-to-day while keeping the bigger picture in view
• Pragmatic and resourceful—you make decisions with incomplete information and keep things moving
• Energized by a fast-moving, hands-on startup environment where ownership matters

Nice to have

• Experience in juvenile products, home goods, or another regulated consumer category
• Familiarity with product development processes and working directly with overseas manufacturers
• Exposure to compliance and safety standards (ASTM, CPSIA, FDA where applicable)
• Background in high-growth or design-led brands
• Experience with Airtable or similar project management software

Compensation & benefits

The salary range for this role is $100,000 – $115,000, depending on experience and location. We offer the full Lalo benefits package — health, dental, vision, 12 weeks paid parental leave, unlimited PTO, 401(k), and one of every product we make if you have little ones at home.

Lalo is an equal opportunity employer. We're building a team that reflects the families we serve.