Category Lead - NAB (Non Alcoholic Beers)

As a Category Lead for Non-Alcoholic Beers (NAB) at UBL in Bengaluru, India, your role involves spearheading the strategic growth, innovation, and market penetration of NAB offerings across India. You are expected to be a visionary business leader who can blend consumer insights, product innovation, and commercial strategy to position NABs as aspirational, lifestyle-driven choices. - **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 behavior 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. As a preferred attribute, having a passion for consumer wellness and sustainability, the ability to navigate ambiguity, and drive innovation will be beneficial. Experience working in culturally diverse and regulated markets would be an advantage.,