Group Brand Manager for Kidult Toys
At our company, a leader in the toy market, we are launching and scaling the kidult toys segment: an audience that grew up with pop culture, video games, and collectibles, but today makes decisions as adult, discerning consumers. This is a market with enormous potential and rapid changes – and it is precisely now that we are building it from scratch.
In this role, you will work with iconic global industry brands – from Tamagotchi to Mighty Jaxx – and be responsible for the full cycle: from strategy and positioning to market launch and impact on financial results.
It is important for us that you feel youth trends, understand the DNA of brands, and can translate cultural insights into understandable business actions.
You will work with a strong marketing team that is guided not by local habits, but by best international practices.
The structure is quite straightforward: you will work directly with the Business Unit Director and regularly interact with the CEO. This format allows for quick decision-making and a focus on results. The atmosphere is respectful and professional, without unnecessary bureaucracy.
If you resonate with the idea of building a department rather than "managing a brand by instruction," and you want to work in an environment where marketing truly influences results, we would be happy to meet you.
Responsibilities:
- Management of brand strategy in the "Kidult Toys" category.
- Development and localization of international brand positioning for the Russian market.
- Formation of pricing strategy and management of profitability.
- Management of sales plans and inventory turnover control.
- Analysis of the competitive environment and management of brand life cycles.
- Leadership of the brand manager team.
- Building cross-functional interaction (sales, procurement, marketing communications, trade marketing, finance, service functions).
- Formation and implementation of distribution strategy in conjunction with the sales department.
- Participation in planning and analyzing the effectiveness of advertising and trade marketing campaigns.
- Negotiations with foreign and local suppliers on strategy and marketing issues.
- Participation in searching for new projects and developing the business unit.
Requirements:
- Knowledge of marketing and brand marketing fundamentals.
- Understanding of category management and brand economics.
- Knowledge of marketing communications tools (ATL, BTL, digital, trade, performance, marketing 360°).
- Immersion in culture and trends. We are looking for a professional kidult – a person who understands modern consumer trends and can evaluate projects soberly and systematically, while genuinely being interested in the culture.
- Experience working with marketing and branding agencies, conducting tenders, working with estimates.
- Advanced English language proficiency, knowledge of Chinese will be an advantage.
- Advanced Excel (pivot tables, VLOOKUP, SUMIFS, and similar).
- Knowledge and understanding of video games, anime, manga, collectible formats (blind boxes, Gundam, Pokémon), as well as key market players (Bandai, Pop Mart, Good Smile, etc.) will be a serious advantage.
Conditions:
- Official employment according to the Labor Code of the Russian Federation from the 1st working day.
- Work schedule 5/2 from 10:00 to 19:00 (hybrid format, after the probationary period, it is possible to work remotely 2 days a week).
- Work in a modern office space SOK Rybakov Tower.
- Discounts on company products.
- Work in an A-class office, 7 minutes from Dynamo metro station.
