Category Lead

13 hours ago


Bengaluru, Karnataka, India The HEINEKEN Company Full time ₹ 20,00,000 - ₹ 25,00,000 per year
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

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