Brand Manager, Sport & Performance Nutrition

Role overview

New Country Healthcare is seeking a Brand Manager to own the growth, market positioning, and portfolio development of its sport and performance nutrition range in the UAE. The role is centered on building trust and authority for the brand among athletes and active lifestyle communities, especially those involved in endurance disciplines.

This position is best suited to someone who genuinely lives and breathes endurance and performance sport such as cycling, running, marathons, triathlons, or similar activities. Beyond knowing sports nutrition in theory, the person hired should understand the real routines, training demands, recovery habits, buying behavior, and brand expectations of athletes because they are part of that world themselves.

A strong grasp of athlete nutrition is essential, including preparation before activity, fueling and hydration during exertion, recovery after training or competition, and supplementation strategies that support overall performance. Just as important is an understanding of the wider endurance ecosystem in the UAE, including specialist sports nutrition stores, races, clubs, coaches, gyms, practitioners, and community-based activations. The role combines brand building, education, partnerships, and community-led growth to expand the company’s presence in the fast-growing performance nutrition segment.

Brand strategy and portfolio growth

• Define and steer the brand’s positioning across the sports nutrition and performance supplementation space.
• Oversee the product range across four core areas: preparation before activity, energy and hydration during activity, recovery after training, and performance technology solutions.
• Spot opportunities to broaden the portfolio while protecting the brand’s quality standards and performance focus.
• Keep product messaging aligned with athlete needs, training phases, and performance goals.

Athlete and community engagement

• Build strong connections within the cycling, triathlon, running, and wider endurance communities.
• Work with athlete ambassadors, coaches, clubs, and community leaders to create authentic engagement.
• Position the brand as a reliable performance partner for athletes and sports enthusiasts.

Events, activations, and grassroots presence

• Lead the brand’s involvement in races, endurance events, fitness competitions, expos, community activations, and sports initiatives.
• Create athlete-centered campaigns such as sampling, hydration and fueling stations, training collaborations, and experiential marketing activities.
• Partner with event organizers, training venues, sports clubs, and fitness communities to increase awareness, trial, and engagement.
• Maintain a visible and credible brand presence across key endurance and performance touchpoints in the UAE.

Education and brand communication

• Support educational efforts around sports nutrition, endurance fueling, hydration, supplementation, and recovery practices.
• Collaborate with athletes, coaches, influencers, and communities to produce genuine performance-focused content and storytelling.
• Ensure communication balances scientific credibility with practical relevance for athletes.
• Turn athlete insights and performance trends into marketing ideas and consumer engagement initiatives.

Commercial expansion and specialty channels

• Help grow the brand across specialist sports nutrition retail, cycling and running stores, gyms, fitness studios, pharmacies, modern trade, and online channels.
• Work with commercial and retail teams to improve shelf visibility, education, and product uptake.
• Identify opportunities to strengthen the brand in niche, performance-oriented channels where athlete engagement is highest.
• Support partnerships and activities that drive both brand value and commercial results.

Market intelligence and performance insights

• Track regional and global developments in endurance sport, athlete wellness, supplementation, hydration, and recovery.
• Collect feedback and market signals from athletes, communities, retailers, events, and competitors to uncover gaps and opportunities.
• Monitor brand performance, activation outcomes, community engagement, and market response to improve execution.
• Share practical recommendations that support stronger athlete engagement, brand positioning, and long-term growth.

Qualifications, fit, and preferred background

A bachelor’s degree in Sports Science, Nutrition, or a related field is expected, although real-world involvement in endurance and performance sport matters just as much. The ideal candidate should have a genuine passion for endurance sports, athlete wellness, and performance nutrition, along with active participation in communities such as cycling, running, triathlons, marathons, endurance racing, functional fitness, or similar spaces.

They should understand athlete fueling, hydration, supplementation, recovery, and performance optimization, and ideally have knowledge of the sports nutrition and specialty retail landscape in the UAE. Strong relationship-building, communication, and community engagement abilities are essential, as is the ability to speak credibly with athletes, coaches, sports practitioners, clubs, and performance-focused groups. Commercial awareness, the ability to convert athlete insights into growth opportunities, and a hands-on, self-driven approach suited to fast-moving, community-led environments are also important. Prior exposure to sports nutrition, endurance brands, specialty sports retail, or athlete-focused businesses would be an advantage.

Measures of success

• Building strong credibility and visibility for the brand within the endurance and performance community.
• Growing the brand’s presence across specialty sports retail, events, clubs, and athlete ecosystems.
• Creating meaningful athlete engagement, partnerships, and grassroots activations.
• Supporting sustainable portfolio growth across the key performance nutrition channels.