About Astro

ASTRO is Indonesia's quick commerce company that delivers groceries and essentials to your door within 15 minutes. Founded in 2021 by a group of seasoned e-commerce executives and is backed trusted international investors, it is our mission to make people's lives simpler and easier by saving them time, energy, and money. Just like real Astronauts that take off into outer space, Astro embodies the values of being fast, bold, adventurous, and technologically advanced. Interested in working for a company that pushes the boundaries and strives to be the best? Join us now to be a part of this ground-breaking mission!

About this role

As a Lead Private Label Indulgences, you will drive the growth and innovation of Astro’s indulgence category by leading end-to-end product development and category strategy. This role combines commercial thinking, consumer trend analysis, and strong storytelling to create products that resonate with customers and drive business impact. You will work closely with cross-functional teams to bring innovative concepts to market, optimize category performance, and shape the future of Astro’s private label portfolio.

Responsibilities

As an Astronaut, you will:

• Own end-to-end category performance including GMV, profitability, stock health, market share, and overall business growth.
• Develop and execute category and growth strategies based on consumer insights, market trends, and competitive analysis.
• Lead the full New Product Development (NPD) process from ideation to launch, including market research, concepting, product positioning, pricing, packaging, costing, and go-to-market execution.
• Identify emerging trends, flavor innovations, and growth opportunities within indulgence categories such as snacks, desserts, and beverages.
• Drive strong product storytelling, branding, and promotional initiatives to strengthen customer engagement and sales performance.
• Monitor product and sales performance, analyze business data, and translate insights into actionable growth strategies.
• Collaborate cross-functionally with Marketing, Supply Chain, Finance, Legal, and Operations teams to ensure smooth execution and timely launches.
• Lead project timelines, stakeholder alignment, and mentor NPD associates to ensure high-quality execution.

Requirements

As a future Astronaut, you need to have:

• Bachelor’s Degree in Business, Marketing, Food Science, or related field.
• Minimum 5 years of experience in New Product Development (NPD), Category Management, or Product Innovation within the F&B industry.
• Strong understanding of consumer trends, flavor innovation, and indulgence categories.
• Proven ability to translate market insights and consumer data into successful product launches and category growth.
• Strong commercial mindset with expertise in market research, competitive benchmarking, and opportunity mapping.
• Trend-driven, creative, and passionate about innovation, branding, and product storytelling.
• Strong analytical, project management, communication, and stakeholder management skills.
• Able to work in a fast-paced environment while managing multiple projects and tight timelines.