Brand Manager – Kids

Published on: 24th June 2022

About The Smiley Company

As one of the world’s top 100 licensors, award-winning The Smiley Company is working with over 460 licensees and best-of-class retailer partners globally to launch the iconic Smiley and Newmoji brands across fashion, home and entertainment sectors. We are a collective of fun-loving people with a passion for creating and storytelling. As part of our commitment to diversity, we cultivate a workplace of learning and inclusiveness. For nearly 50 years, Smiley has shaped the way by sharing optimism and happiness, expressing itself through iconic and creative products. With a commitment to create a happier, more equal and sustainable world, The Smiley Company also funds philanthropic non-profits the Smiley Movement, a matchmaker for good, and the Charity Film Awards, the world’s biggest campaign for charity and caused-based films, driving donations, views, media coverage and celebrity engagement. Today, Smiley has become more than just an icon: it’s a brand and a lifestyle, reminding people just how powerful a smile can be.

About the Role

The Marketing Department is a central hub of the Smiley business and has both a trade and consumer facing function. We are a small, dedicated team doing big things – positivity, agility and adaptability are critical for this fast-paced role. The Brand Manager – Kids will drive and support the brand management across the business including brand strategy, messaging, tone of voice and guidelines, and own the messaging for The Smiley Company’s core business internally and externally. As part of this, you will need to design, manage and implement the Kids brand strategy to ensure that objectives are met with maximum efficiency.

This role reports into the Brand Director.

Core Responsibilities

  • Strategy & Vision

The Brand Manager – Kids will manage the establishment of the business’s brand building strategies across all channels, and oversee content creation and product development for the Promotions, Retail Activations, Education and Entertainment categories. This will be done in collaboration with key department stakeholders across the business.

You will be a digital first Brand Manager with an understanding of media, gaming and digital platforms (eg: YouTube, Roblox and TikTok) and kid consumption trends within the broader web, app and video landscape.

You will manage and maintain a distinctive, differentiated and engaging customer brand proposition, including visual identity, tone of voice, product and service style that informs ‘what we do and how we do it’ across the entire customer journey.

You will ensure that all relevant teams receive direction and support for the ongoing brand development and adherence to any guidelines.

  • Insights

You will manage and maintain insight and research efforts inclusive of consumer insights, consumer segmentation, competitive intelligence, industry trends and developments.

Customer insights: you’ll monitor the evolving market conditions and brand health to ensure the long-term financial and reputational success of the Smiley brand.

You will also conduct and manage focus groups and quantitative studies.

Specific Responsibilities

  • Project management, relationship building, asset management
  • Content creation, idea generation, product development & approvals
  • Process-oriented approach and finding ways to drive efficient work
  • Strategic thinker with a growth mindset


  • +5 Years of experience in Licensing Brand Management and Marketing with children’s lifestyle brands, with an understanding of Media and Digital platforms
  • An ability to work independently and proactively with minimal direction
  • Proven track record of driving and delivering results, with the ability to collaborate and build relationships
  • Exceptional task management across multiple work streams with attention to detail
  • Experience on Kids specific brands required

Interested applicants are advised to send their CV and a covering letter to Charlene Beedie –


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