Category Development Manager

About UBL:

At United Breweries (The HEINEKEN Company), we brew the joy of true togetherness to inspire a better world.

At United Breweries which is a top operating company of Dutch brewing major Heineken, we strive every day to champion a culture of belonging - where everyone feels safe, included, heard, and valued for who they are. We believe that embracing and celebrating diversity enriches our lives and strengthens our business, and that we all contribute to create an environment where everyone can thrive.

We are a partner of choice for our customers, a leader for our market, and a champion for our employees. We foster a workplace that is inclusive and provides equal opportunities for all. We are driven by a spirited team which aims to brew a better world for everyone

Our strong consumer connect and the iconicity of Indias favorite beer Kingfisher has helped us become the market leader and delight consumers. Our portfolio ranges from beer to nonalcoholic beverages, with brands such as Kingfisher Strong, Kingfisher Ultra, Heineken, Amstel, Heineken 0.0 and Radler. Our most popular beer, Kingfisher Premium Lager beer, is currently available in 69 countries and leads the way among Indian beers in the international market.

Job title: CDM (Category Devlopment Manager)-Modern On Trade/ On Premise/ On Trade/HORECA/ Institutional

Function: Sales

The Role Reports to: ASM-MONT

Key Responsibilities:

1. Sales & Business Development

• Deliver monthly and annual sales targets for Modern On Trade accounts.
• Expand distribution and ensure product availability across assigned outlets.
• Identify and onboard highpotential ontrade outlets to grow business footprint.

2. Outlet Relationship Management

• Build strong relationships with key stakeholders (owners, purchase managers, bar managers, F&B leads).
• Conduct regular market visits to understand outlet performance and challenges.
• Negotiate visibility, placements, activation slots, and menu listings.

3. Execution & Activation

• Implement brand activation plans as per calendar and guidelines.
• Ensure execution of visibility elements (POSM, branding, display assets).
• Monitor activation ROI and share postactivation evaluation.

4. Operations & Commercial Management

• Manage order planning, forecasting, and stock movement with distributors.
• Ensure compliance with commercial policies, claims, and pricing.
• Track market dynamics, competitor activities, pricing, and consumer trends.

5. Reporting & Analytics

• Maintain accurate outletwise sales tracking and performance dashboards.
• Prepare weekly and monthly performance reports for leadership.
• Highlight opportunities, gaps, and corrective actions.

Key Skills & Competencies

• Strong understanding of Modern On Trade channels (bars, lounges, restaurants, hotels).
• Excellent communication, negotiation, and relationshipbuilding skills.
• Execution-focused with high attention to detail.
• Strong analytical and planning skills.
• Ability to work independently and manage multiple stakeholders.
• Good knowledge of sales fundamentals and market operations.

Education & Experience

• Graduate / MBA preferred (Sales/Marketing).
• 25 years of sales experience, preferably in FMCG/Alcobev/Beverages/Consumer Goods.

Prior experience in Modern Trade or On Trade sales is highly desirable