Vedran joined Myprotein six years ago as Country Manager for Croatia, taking on a market that was small, with limited brand awareness. Driven by THG's meritocratic culture, he has progressed to his current role as Senior Regional Manager for DACH and CEE, with Germany now the largest market in Europe outside the UK.

Reflecting on his journey, Vedran shares how his progression at Myprotein has felt like a natural and rewarding evolution. From building a brand in niche markets to overseeing broader, high-growth regions, he highlights the importance of adaptability, ownership, and authentic relationship-building. 

We sat down with him to talk about the power of influencer marketing, the shifting landscape of sports nutrition, and how he’s learned the value of agile and adaptable leadership.  

Can you introduce yourself, your role, your team, and how long you've been at THG? 

I've been with THG for six years now. I initially joined as a Country Manager for Croatia when it was a very small market with almost no revenue and very little brand awareness. About two years later, I became a Regional Manager for the Balkans, which expanded my responsibilities to include Romania and Slovenia. That was an exciting step up. 

Around three years ago, the Balkans region grew to include the Adriatics, adding Greece, Bulgaria, and Cyprus to my remit. Then last summer, I became the Senior Regional Manager for DACH and CEE which is the largest EU region in the business. This is now a significantly large region, with Germany being the biggest market in Europe outside of the UK. 

My progression within THG has felt very natural and logical, and I really appreciate that. It’s been an exciting journey, and I look forward to many more years ahead. 

When you first joined as Country Manager for Croatia, what was that like? 

It was a tiny operation - a website selling just a few hundred pounds a day. But what I loved about it was the freedom. One of the biggest reasons I took this job was because it felt like running my own small business. At the start of a career, most people end up in roles where they don't have much responsibility. Here, I had control over everything - marketing, pricing, emails - right from day one. That level of ownership was really exciting. 

What attracted you to Myprotein and the sports nutrition industry? 

To be honest, I didn't choose this job because of the industry. I wasn’t particularly interested in sports nutrition or fitness at the time. I had played sports my whole life and had used Myprotein products before, but my decision was more about the company culture. I knew some people who worked here and had heard that if you worked hard and were ambitious, you would progress quickly. That turned out to be true for me. Over time, I developed a deep understanding of the industry, but in the beginning, I was just drawn to the fast-paced, meritocratic environment. 

The sports nutrition market has changed a lot in the past six years. How have you seen it evolve? 

When I started, the industry was quite niche. There were a few companies selling products in retail stores, but there wasn’t a big online market for sports nutrition. That has changed dramatically. One of the most interesting shifts has been in influencer marketing. We were ahead of the curve, especially in international markets. About four and a half years ago, we went all-in on influencers while most competitors hadn’t even considered it. It was incredibly successful at first, but within two years, it became oversaturated and highly competitive. Now, it's about constantly adapting - finding the next big opportunity before everyone else does. That’s what I love about this industry: even if I stay in the same role for ten years, my job will evolve multiple times within that period. 

Is influencer marketing still the biggest driver of success? 

Absolutely, because it allows us to control the narrative more than any other marketing channel. In the Balkans, where I built my career, we grew almost entirely through influencer marketing because it was the most accessible tool for us. A paid Google ad is just an image - it can tell a story, but not in a way that truly resonates. Meanwhile, an influencer speaking directly to their audience can build trust and create a real emotional connection with a product. 

The challenge now is that the space is highly competitive and expensive. But a well-chosen influencer is still incredibly powerful. In smaller countries, influencer marketing can be much more cost-effective than other advertising methods. The key is to have a well-balanced mix of marketing channels and tailor strategies to each market. 

How does influencer marketing differ across regions? 

The core principles are the same everywhere. The key to success is not treating influencers as mere advertising tools. It’s about building a community. Sports nutrition products aren’t essential for daily life, so people need to feel a real connection to them. That’s why we invested heavily in micro-influencers early on - people with as few as 300 followers, as long as they were passionate about the brand. We built personal relationships, rewarded them with free products, invited them to events, and fostered a sense of belonging. Over time, this approach scaled massively. In Croatia, we aimed to have every gym-goer aware of Myprotein, and while that might not be 100% realistic, even getting halfway there is an incredible achievement. Our first Move Club event in Croatia sold out in two minutes. That sense of community is what really drives engagement. 

What do you think is the key to building a strong influencer community? 

Authenticity. People can tell when someone is being fake. The most successful influencers are those who are genuinely passionate about what they do. When an influencer naturally incorporates our products into their lifestyle - rather than just listing the price and protein content—that's when the message resonates. It’s all about making the content feel organic.  

We’ve had great success identifying talented individuals early and investing in their growth. For example, one influencer we recruited in Croatia had only 250 followers at the time. But she was dedicated and created high-quality content, so we supported her. Now, she earns a full-time income from this and has built a career as a fitness influencer. That long-term investment in real people is what makes influencer marketing so powerful. 

How has building relationships influenced your career? 

Massively. Two things helped my career the most. First, volunteering for extra responsibilities. Early on, I covered for colleagues managing larger markets during Black Friday. It was intense, but a year later, when a senior manager was looking for a new Regional Manager, he remembered that I had stepped up when needed. That’s how I got my big break. 

Second, building strong personal relationships. In a fast-paced environment like ours, it’s easy to get frustrated with people or processes. But taking the time to understand others’ perspectives makes a huge difference. I initially clashed with another senior colleague because we had different priorities. Once we actually sat down and talked, I realised how much they were doing to support us, and our collaboration improved dramatically. Relationships are the most powerful tool you can have in your career, and they help you learn so much along the way. 

How has your leadership style evolved? 

Managing the German market has been a valuable experience. The team is incredibly organised and efficient, with a strong preference for established ways of working. I bring a slightly different perspective - one that’s focused on exploring what works best in the current landscape. It’s been a real learning experience, and that’s what I find most rewarding about this role. No matter how much experience you have, there’s always room to adapt, grow, and discover new ways of working.