Category Lead - NAB

Job Description for : Category Lead – Non-Alcoholic Beers

Job Tittle : Category Lead – Non-Alcoholic Beers

Job Grade : 20

Location: Bengaluru, India

Experience : 10-15 years of experience in FMCG, beverage, or lifestyle categories, with at least 3 years in category management or brand strategy.

Reports to: Head – International Business & NAB
Department: Marketing / 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 & activation plans across modern trade, on-premise and e-commerce channels.  
• Drive availability and visibility through targeted campaigns and influencer-led activations.
• Stakeholder Engagement
• Work cross-functionally with Sales, Brand teams, Finance & Corporate Affairs to drive synergies & advocate for NAB-friendly policies