Description

Job Description

At New Country Healthcare (NCH), our journey started with a powerful vision of fostering a healthier community, guided by the vision of our Chairman, Dr Ghazi Al Koudsi. Through unwavering dedication, we have not only fulfilled our commitment to the community but also emerged as a prominent leader in the healthcare sector. Over the last 32 years, New Country Healthcare has established itself as the leading healthcare distributor in the UAE, with an extensive portfolio featuring over 1500 top-quality products from over 50 international brands manufactured across the United States, Canada, Europe, Asia, and the Middle East.

At NCH, we have a holistic approach to health, and today, we import and distribute trusted international brands in pharmaceuticals, nutraceuticals, health and functional foods, sports nutrition, cosmeceuticals, and personal products, solidifying our position in the local and GCC markets. As we continue to grow, we remain committed to our core values, providing innovative and high-quality healthcare products while upholding our legacy of excellence.

Culture at NCH:

At New Country Healthcare (NCH), our people-centric culture thrives on collaboration, continuous growth, and innovation. We believe in the power of continuous education, empowering our teams to reach their full potential and contribute fresh ideas. With a strong focus on Learning and Development, we nurture a culture of learning through engaging seminars and ongoing training programs. United by a shared mission and values, our diverse team prioritizes sustainability, customer well-being, promotes healthy lifestyles, and fosters community education. At NCH, you’ll find a supportive environment where collaboration and teamwork are at the heart of everything we do, working together to make a positive impact on the health and well-being of our community.

Position Overview

The Performance Nutrition Brand Manager is responsible for leading the development, positioning, and growth of NCH’s performance nutrition portfolio in the UAE. The role focuses on building a strong and credible presence within the sports nutrition category, supporting products designed for athlete preparation, energy and hydration during activity, and post-activity recovery.

The role combines brand strategy, market development, and operational execution to ensure effective portfolio management and sustainable commercial growth. The Brand Manager will work closely with cross-functional teams, retail partners, and sports communities to strengthen brand visibility, support product adoption, and ensure alignment between marketing initiatives and commercial objectives. A strong understanding of the endurance sports ecosystem and athlete needs is important to effectively position the brand as a trusted performance partner within the market.

Roles and Responsibilities

Brand Strategy & Portfolio Development

• Lead the overall brand strategy and positioning within the sports nutrition and performance supplementation category.
• Manage the product portfolio across the brand’s core pillars: Preparation (pre-activity nutrition and readiness), Energy & Hydration (during activity fuelling), Recovery (post-activity recovery and muscle repair), and Performance Technology (advanced solutions supporting athletic performance).
• Identify opportunities to expand the product portfolio while maintaining the brand’s high quality and performance-driven standards.
• Ensure clear product positioning aligned with athlete needs, training cycles, and performance objectives.

Athlete & Community Engagement

• Develop strong relationships within cycling, triathlon, running, and broader endurance sports communities.
• Identify and collaborate with athlete ambassadors, coaches, clubs, and sports communities to build authentic brand engagement.
• Position the brand as a credible and trusted performance partner for athletes and sports enthusiasts.

Events & Sports Activations

• Lead the brand’s presence at key endurance sports events, competitions, and community initiatives.
• Develop partnerships with sports clubs, training groups, and event organisers.
• Implement sampling initiatives, athlete engagement programmes, and experiential brand activations to strengthen brand visibility and community engagement.

Marketing & Communication

• Develop targeted marketing initiatives tailored to the endurance athlete and performance sports segment.
• Collaborate with athletes and influencers to generate authentic brand storytelling and community-driven engagement.
• Ensure brand messaging consistently reflects the science, quality, and performance focus of the portfolio.
• Commercial Development & Channel Growth
• Support the growth of the brand across key channels including sports retailers, specialty stores, modern trade (hypermarkets), pharmacies, gyms, and digital commerce platforms.
• Work closely with internal teams to drive product visibility, customer education, and market penetration across channels.
• Performance Monitoring & Market Insights
• Track brand performance, campaign effectiveness, and category trends to inform marketing and commercial decisions.
• Analyse market feedback, athlete insights, and competitive activity to identify growth opportunities and optimise brand initiatives.
• Provide regular performance insights and recommendations to improve brand visibility, engagement, and commercial outcomes.

Qualifications & Skills

Education & Experience

• Bachelor’s degree in Marketing, Sports Management, Business Administration, Nutrition, or a related field.
• Minimum 5 years of experience in brand management, sports marketing, nutrition, health and wellness, or lifestyle consumer brands.
• Strong understanding of the sports nutrition and performance supplementation category.
• Experience managing product portfolios, brand positioning, and consumer marketing initiatives.
• Demonstrated exposure to sports communities, athlete partnerships, or performance-driven consumer segments.
• Personal involvement or active participation in endurance or competitive sports such as cycling, triathlon, running, or functional fitness is highly preferred.

Technical & Functional Skills

• Strong knowledge of brand management principles including portfolio management, product positioning, and consumer engagement strategies.
• Experience planning and executing marketing campaigns, athlete partnerships, and brand activations.
• Understanding of sports nutrition products, endurance athlete needs, and performance-focused consumer behaviour.
• Ability to collaborate with sales teams to support retail visibility, channel development, and product education.
• Capability to analyse market trends, competitor activity, and brand performance to support strategic decisions.

Soft Skills & Competencies

• Strong relationship-building skills with athletes, sports communities, partners, and internal teams.
• Strategic thinking combined with hands-on execution and accountability for outcomes.
• Entrepreneurial mindset with the ability to grow and scale brands within emerging categories.
• Strong communication and storytelling skills to engage both athletes and consumers.
• High level of collaboration, adaptability, and resilience in dynamic market environments.

Key Performance Indicators:

• Brand Revenue Growth: Achieve annual sales and revenue targets for the performance nutrition portfolio across all commercial channels.
• Market Penetration & Distribution Expansion: Increase brand presence across key channels including sports retailers, specialty stores, modern trade, pharmacies, gyms, and digital commerce platforms.
• Brand Visibility & Athlete Community Engagement: Strengthen brand recognition within endurance sports communities through partnerships with athletes, clubs, and sports events.
• Marketing & Activation Effectiveness: Deliver measurable impact from marketing campaigns, sports activations, and community initiatives through increased product awareness, trial, and engagement.
• Portfolio Performance: Ensure balanced growth across the brand’s key product pillars including preparation, energy and hydration, recovery, and performance technology.
• Strategic Partnerships Development: Establish and maintain strong collaborations with athlete ambassadors, sports communities, event organisers, and retail partners.
• Return on Marketing Investment (ROMI): Ensure marketing initiatives and brand activations generate measurable commercial value and support sustainable brand growth.