Category Lead -NAB ( Non Alcoholic Beers)

Job Tittle: Category Lead – Non-Alcoholic Beers

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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