Job Tittle: Category Lead Non-Alcoholic Beers
Job Grade
Location: Bengaluru, India
Reports to: Head International Business & NAB
Department: Sales / Category Management
Role Overview
The Category Lead for Non-Alcoholic Beers (NAB) will spearhead the strategic growth, innovation, and market penetration of UBL's NAB offerings across India. This role demands a visionary business leader who can blend consumer insights, product innovation, and commercial strategy to position NABs as aspirational, lifestyle-driven choices.
Key Responsibilities
- Category Strategy & Growth
- Develop and execute a comprehensive category strategy aligned with health-conscious trends, evolving social norms, and regulatory landscapes.
- Identify and unlock growth drivers such as sober curiosity, premium positioning, health & moderation considerations and inclusive social occasions.
- Consumer & Market Insights
- Leverage internal and external data to understand consumer behaviour, and sharpen the JTBD (Jobs to be Done).
- Monitor global benchmarks and apply learnings to local market dynamics, especially from markets similar to India with low beer penetration.
- Innovation & Product Development
- Collaborate with R&D and brand teams to launch differentiated NAB brands / products
- Ensure taste profiles, variants and packaging resonate with the target audience.
- Channel & Portfolio Management
- Optimize assortment, pricing, and merchandising strategies across modern trade, on-premise, and digital channels
- Drive availability and visibility through targeted campaigns and influencer-led activations.
- Stakeholder Engagement
- Work cross-functionally with Sales, Brand teams & Corporate Affairs to drive synergies & advocate for NAB-friendly policies
Qualifications & Experience
- 10-15 years of experience in FMCG, beverage, or lifestyle categories, with at least 3 years in category management or brand strategy.
- Proven track record in launching and scaling consumer products, preferably in health-forward or premium segments.
- Strong analytical skills with experience in market forecasting, panel data, and trend analysis
- Excellent communication and stakeholder management abilities.
Preferred Attributes
- Passion for consumer wellness and sustainability.
- Ability to navigate ambiguity and drive innovation.
- Experience working in culturally diverse and regulated markets
