Senior Brand Manager

Company Description

Planet Fun is a leading toy distributor in New Zealand, bringing more global toy brands to the local market than any other company.

From its vibrant Freemans Bay headquarters, a young and energetic team manages over 80 iconic brands enjoyed by Kiwi families, including Bluey, Pokémon, Squishmallows, and Monster Jam. The company has a history of introducing generations of toy favorites, such as Paw Patrol, Bluey, Monster Jam, Bratz, Pokemon and Squishmallows.

Planet Fun combines strong retail partnerships, strategic planning, and creativity to turn great toys into beloved brands and lasting family memories. The culture is fast paced, collaborative, and driven by data, relationships, and imagination.

Role Description

The Senior Brand Manager is a full-time, on-site role based in Auckland Central, responsible for leading brand strategy and execution across Planet Fun’s portfolio of toy brands. In this role, the individual will develop and implement brand plans, manage product launches, and oversee marketing campaigns that drive awareness, demand, and long-term brand equity.

Day-to-day responsibilities include analyzing market and consumer data, collaborating with sales and retail partners, briefing and managing creative agencies, and monitoring brand performance against commercial targets. The Senior Brand Manager will work closely with cross-functional teams to ensure cohesive go-to-market strategies, effective promotional activities, and consistent brand storytelling.

This role also involves budget management, reporting, and mentoring junior team members to support the growth of the brand function.

Qualifications

• Demonstrated experience in brand management, product marketing, or FMCG/consumer goods marketing, ideally in toys, entertainment, or related categories.
• Strong skills in market analysis, consumer insights, and data-driven decision making to inform brand and campaign strategies.
• Experience developing and executing integrated marketing plans across digital, social, retail, and experiential channels.
• Proficiency in project management, including coordinating cross-functional teams, managing timelines, and overseeing budgets.
• Excellent communication, presentation, and stakeholder management skills, with the ability to influence internal teams and external partners.
• Background in managing relationships with retailers, distributors, or key commercial partners to drive in-store and online brand presence.
• Capability to work in a fast-paced environment, balancing strategic thinking with hands-on execution and problem solving.
• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.
• Experience coaching or mentoring team members and contributing to a collaborative, inclusive workplace culture.