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Ever wondered what an NBM role really looks like inside a fast-moving, brand-led business like Bobby?

In this episode, we sit down with James Powers, National Business Manager at Bobby, to unpack the role in all its depth - far beyond the job title. James takes us behind the scenes of what it really means to be a commercial leader in today’s competitive FMCG landscape, where strategic thinking and day-to-day hustle go hand in hand.

We explore how he balances big-picture planning with on-the-ground execution, the art of working cross-functionally across sales, marketing, and supply chain, and why embracing “commercial intensity” is key to staying ahead. James also shares what it’s like to wear multiple hats, build retailer relationships that last, and stay agile in a business that’s always pushing for more.

Whether you're currently in an NBM role, aspiring to step into one, or just curious about the real challenges and opportunities behind the title — this conversation is packed with insights, practical advice, and a few career reflections you’ll want to take notes on.