Brand Director, Action & Entertainment

Responsibilities

• Own and execute the multi-year global strategic roadmap for the Action & Entertainment brands, including brand positioning, target audience definition, and growth ambition.
• Define the global brand architecture and ensure consistency of brand meaning across all regions, categories, and licensing extensions.
• Conduct market research, consumer insight work, and competitive analysis to identify white space, emerging trends, and opportunities within the boys’ action and collector landscape.
• Serve as the internal authority on the collector consumer — collecting behavior, community sentiment, secondary-market dynamics, and fandom health.
• Partner with the Marketing Director to ensure global brand strategy translates into an executable marketing and communications plan.
• Lead brand development for new Action & Entertainment properties, from concept and positioning through launch, including the new sports and entertainment brands in the pipeline.
• Own the global product portfolio ensuring the right product mix for the target audience across sub-brands, categories, price points, and retail channels.
• Partner with Product Development and Packaging to guide the creation of innovative toys and collectibles that resonate with the target audience.
• Manage product lifecycle end to end including the innovation pipeline, line architecture, SKU optimization and phase-outs.
• Lead license selection for the portfolio with Product Development and the Licensing teams, deciding which inbound licenses to pursue and integrating them into the line.

Requirements

• Education: Bachelor’s degree in Business, Marketing, or a related field. MBA preferred.
• Experience: 8+ years in brand management, brand planning, or strategic planning within the toy or collectibles industry.
• People leadership: 3+ years directly managing and developing a team, with demonstrated success building and retaining talent.
• Global scope: Proven track record managing large, global brands across multiple regions and retail channels.
• Product fluency: Hands-on experience with product development processes, line planning, and bringing physical product to market.
• Commercial rigor: Experience managing a brand P&L, forecast, and pricing architecture.
• Category insight: Demonstrated understanding of boys’ action, collector, or fandom-driven categories — including collector motivations, rarity and chase mechanics, community dynamics, and content- or entertainment-led brand building.

Preferred

• Experience with brands serving both kid and adult-collector audiences, and an understanding of how those audiences differ.
• Familiarity with entertainment and content pipelines (series, shorts, gaming, digital) as brand-building vehicles.
• Proficiency in market research tools, syndicated data (e.g., Circana/NPD), and data analysis platforms.
• Experience with licensing.
• Exposure to international markets and the differences in how consumer categories behave outside the U.S.
• Experience taking a new brand from concept to market, not only growing an established one.