Category Manager - Premium AlcoBev

Role:

We are looking for an aggressive, commercially driven Premium Brand & Category Manager who can build a Premium/luxury portfolio in a challenger environment.

This role is not about maintaining brands, it is about creation, driving premium mix and winning in market.

You will own the category's growth agenda end to end from positioning to GTM, innovation to activation, and trade sell into consumer pull.

Responsibilities:

- Drive volume and growth for assigned portfolio.

- Improve premium mix and price realization.

- Own the brand strategy and make GTM plans.

- Define sharp, differentiated positioning that stands apart from legacy multinational brands.

- Translate brand story into strong trade and consumer narratives.

- Ensure premium codes in packaging, pricing, and presence.

- Identify quick-win innovations (packs, finishes, limited editions).

- Drive visibility standards in premium retail and top on premise accounts.

- Prioritize high ROI activations over vanity spends.

- Drive experiential and influencer led premium visibility.