Sabra Obela
Country Manager Germany (DACH)

  • Consumer Goods
  • General Management
  • Sales

The Company

In 2005, Food multinational Strauss Group acquired 51% of Sabra, a small Mediterranean salads brand in the US. With Strauss’ know-how in fresh foods, the Sabra brand grew and entered a growing number of households across the United States. PepsiCo witnessed Sabra’s success, and given its desire to expand in fresh and healthy food categories (Sabra’s hummus based products are non-genetically modified, vegetarian, organic, gluten-free, kosher and vegan), it entered a 50/50 partnership with Strauss in 2008. Together, the two companies have made Sabra Dipping Company LLC the leader in refrigerated Dips & Spreads, with more than 60% market share in the hummus category in the US and substantial market shares in guacamole and dairy dips.

Obela Global was established in 2011 when both companies decided to extend their existing partnership in order to create a global brand of fun and healthy food, packed with great flavors. The partnership is based on their combined capabilities:

  • in-depth expertise in superior product development
  • processes to manufacture fresh foods;
  • unique expertise on how to manage complex food supply chains
  • an extensive international reach

Soon after its creation, Obela took its first steps into Mexico and Australia, offering its base products, but also new variations, adapted to local flavours and preferences. Today, the turnover in these regions amounts to approx. € 25M. The successes in these countries inspired Obela to expand its reach to new geographies and continue to spread the hummus culture around the world.

In 2016 Obela acquired 100% of the shares of a small Dutch company (Florentin) which develops and manufactures organic products (most hummus based). At the time of the acquisition, it employed approx. 40 staff and generated € 5M turnover in Benelux, Germany, France and other Western- European markets. Shortly after the acquisition, the company established a dedicated production line for Obela at the Florentine premises. The Florentin Brand will remain the Western European brand for Organic products, sold through related specialized channels. Obela will be used as the brand for its own product range, sold through traditional retail and food service channels. The first contracts with some major retailers in Germany (through a distributor) and The Netherlands (direct) for the Obela brand are already in place.

The Position

As country manager of this growing, dynamic start up business which is critical to the company’s broader international strategy, the successful incumbent will quickly grow and demonstrate success in the DACH market which is currently in its infancy stage of development, including full P&L management.

Sabra and Obela has experienced tremendous growth in the U.S. and other markets. The mission in Germany is to replicate this success and have it become key market for the Sabra Obela global organization.

The key challenge of the Country Manager is to:

  • Become a passionate Hummus leader and expert
  • Drive substantial business profitable growth
  • Develop and implement go to market strategies Obela / Florentin for DACH
  • Lead and ensure the right supply chain strategy is developed and implemented
  • Accelerate the category and share growth while driving top and bottom line performance
  • Build and engage a high performing team

Job Responsibilities:

  • Full country and P&L ownership
  • Financial/regulatory governance
  • People safety
  • Sales and marketing
  • Innovation
  • Logistics, quality and Food safety
  • Organizational Development
  • Talent development
  • Lead a small team of direct reports and our distribution partners
  • Drive the team to understand the consumer insights, needs and demand moments to design a strategy that will address all these aspects and drive significant household penetration and buy rate
  • Execute on strategy to make Obela and Florentin Hummus a household name in DACH and part of the daily lives of DACH consumers
  • Leverage parent company support and matrixed relationship to full potential
  • Manage critical relationships globally and establish collaborative partnerships with Sabra Obela Headquarters functions and leaders
  • Act like an entrepreneur and owner while respecting broader organizational needs and guardrails
  • Work in synergy with all factory functions at the Netherlands

Job Requiremants:

  • 5+ years working in a high growth CPG or start up organization leading diverse functions
  • Marketing and sales experience
  • Proven success understanding the German consumer and building strategy that answers needs through demand moments
  • Branded mind set with experience building a brand
  • Keen understanding of key accounts and joint business plans
  • Education: BA/BS degree required, MBA preferred
  • Germany based job
  • Strong proven leadership of challenging, complex business environments
  • Exceptional interpersonal skills and a strong collaborative style that drive business performance
  • Must have a daring approach and strong drive to make meaningful positive impact on our customers and consumers
  • Strong presentation and communication skills with the ability to manage diverse stakeholders in a matrixed environment
  • Travel as needed mainly locally and some internationally (total- approximately 30%-50%)