Head of Marketing- META

Date: May 4, 2024

Location: AE

Company: Glanbia

Head of Marketing - META


Join this dynamic team focused on delivering better nutrition for every step of life’s journey 

Glanbia is a leading global performance nutrition and ingredients group with leading market positions in cheese, whey proteins, sports nutrition and micronutrient premixes and our brands Optimum Nutrition and BSN are two of the world’s leading manufacturers of nutritional supplements in one of the fastest growing segments of the nutrition market. Our products are sold in over 130 countries worldwide and we employ 5,800 people across 30 countries, 60% of whom are in our international operations. Our shares are listed on the Irish and London stock exchanges and at GPN, our mission is to be the first choice of athletes and fitness enthusiasts everywhere to help achieve their goals through the highest-quality, most innovative performance nutrition products.


The Opportunity 

META (GCC, Levant, Africa & Turkey) has been one of GPN’s fastest growing region with strong brand presence and high-quality talent. We are seeking a transformational Head of Marketing who will lead this Region to the next level in terms of building a robust portfolio, brand strategy and development, brand communication, consumer insights, consumer advocacy across the multiple markets within META. The role being part of the META Leadership Team will contribute to overall business & people building through thought leadership. Our ambition is to build a profitable USD 200Mn business (Retail Price) in the coming 3 years.

Key Responsibilities


  • Develop & execute portfolio strategy, brand strategy & communication, trade marketing to help deliver top line revenues and bottom line profit
  • Leverage global teams to develop tailored brand strategies for key markets of META – UAE, KSA, Egypt, Turkey, South Africa across ON, BSN and Isopure
  • Assessment of consumer trends, Insights and Shopper behaviour of Key markets to ensure that brand strategy & portfolio is developed with this at the core
  • Develop and own 360 brand plans for driving consumer awareness and penetration across channels in UAE, KSA, Egypt, Turkey, South Africa [ Top 5 markets ]
  • Lead the development of regional strategies (STRAT) and annual business plans, ensuring alignment across functions and markets.
  • Oversee the annual marketing calendar, encompassing media, product launches, activations, sponsorships, and loyalty programs
  • Build a comprehensive Insights & Analytics (I&A) agenda to unlock the region's full potential
  • Brand Planning: Definition and development of Penetration Strategy.  Jobs to be done; Brand Positioning; Brand Idea; Creative Idea; Storytelling platforms
  • Develop Digital Strategy including e-commerce and Social Media platforms with clear strategy for future growth
  • Utilize a network of Key Opinion Leaders (KOLs) and athletes to enhance consumer engagement and product understanding
  • Build brand advocacy amongst consumers through education and brand expertise
  • Marketing budget responsibility as well as identifying future resource and investment needs
  • Build team and marketing function capability so as to be ahead of the business and function needs
  • Motivate and influence team members to develop ideas effectively and encourage team interaction


  • Work with NPD Manager to develop & launch innovations through the stage gate process.
  • Develop pricing strategy in the top 5 markets along with Commercial & Finance Team
  • Engage, inspire and galvanize the META organization around the GPN brand vision, position and strategies so they bring them to life in their functional areas.

Supervisory Responsibilities:

  • Coaching and providing clear direction to subordinates on individual development plans
  • Leading and driving the team in the delivery of global and localized strategic marketing plan and oversee the operational requirements

Performance indicators:

  • Manage the marketing budget across META allocating key spends to best ROI opportunities
  • Review and report all key Brand Health Tracker [ BHT ] metrics
  • Manage tracking and reporting of the KPIs during monthly business review [MBR] to Regional Leadership Team
  • Deliver on timely launch of Innovations by market to deliver on growth objectives
  • Develop business case analysis support for marketing spends/projects outside of budget spends


The Skills you will bring to the team 

We are looking for a commercially astute, digital savvy, insights-led, brand marketer who is passionate about the sports nutrition industry and able to effectively lead within this scale and pace of change in the business. Specifically, we are seeking an experienced thought leader to develop and deliver ‘Best In class’ portfolio strategy anchored into deep consumer insights and enabled through strong brand building innovation.

  • Passion for health, fitness & lifestyle industry along with a liking for building nutritional products.
  • Strong track record in category & portfolio management, portfolio expansion, driving innovation, brand development & communication
  • Must have knowledge of working on digital platforms and managing the entire digital channels.
  • Strong bias for action and project management skills to deliver consistently against key immediate milestones while maintaining course on simultaneous development of multiple projects
  • Creative appreciation & knowledge of consumer trends
  • Proven success of building organizational capacity and performance preferably in a young & high growth/ competitive environment.
  • Strong influencing skills across a culturally diverse group of people and markets
  • Is persistent and resilient in the pursuit of objectives, willing to take on new challenges and works to resolve issues
  • Strong thought leader, with ability to see the product's holistic role in satisfying the consumer, the customer and matching our supply chain capability in specific
  • Effective collaboration and partnership skills with global team
  • Ability to cross-reference & benchmark and multi-task
  • Should be a self-motivator, passionate about working in a startup/ developing brand
  • Willing to work with small teams like a self-driven entrepreneur
  • One who can handle volatility, uncertainty, complexity & ambiguity


Experience Required:

  • Experience in a lead/management marketing role preferably within GCC FMCG categories
  • Experience of working in a high growth and fast-paced organization.
  • Must have experience in building new categories
  • Well versed with localization & adaptation
  • Should have experience in building high growth teams

If you think you have what it takes, but don't necessarily meet every single point on the job description, please apply!

Where and how you will work  

The opportunity will be based in Dubai withhybrid working arrangements available through our Smart working modelwhich allows you a greater choice in how you work and live, giving you a better work-life balance.  

What we would like to offer you!  

The opportunity to develop your career on a global stage, continuous learning through an on-demand learning platform, and a competitive compensation package including staff discounts, generous family leave policy and health plan.


About Glanbia  

The Glanbia Group comprises three divisions: Glanbia Performance Nutrition, Glanbia Nutritional's, and Joint Ventures. Collectively and with our partners we offer an incredible breadth of expertise in nutrition. We employ a team of 6,000 people, work with global food and beverage companies, and sell our award-winning and market-leading products in 130 countries worldwide.  


At Glanbia, we celebrate diversity, because we know that our individual strengths make us stronger together. We welcome and encourage interest from a variety of candidates, we will give your application consideration, without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.


At Glanbia, our culture celebrates individuality, knowing that together we are more.