Brand Manager – Toys & Accessories

Company Overview

Pets Choice is an ever‑evolving FMCG branded pet products manufacturer and supplier. As one of the fastest‑growing producers in the pet‑care industry, we’re committed to elevating our large, diverse portfolio of trusted brands, including Webbox, Bob Martin, Felight, Vets Kitchen, Hownd and Meatiful.

Our products range from food, treats, toys, accessories, and healthcare, giving us a uniquely broad presence across the pet‑care landscape. We manufacture and supply into a wide range of channels including Grocery, Discounter, Wholesale, eCommerce, Pet Specialist, and Export markets, ensuring our brands reach pet owners across the UK and beyond.

Role Overview

As the Brand Manager of Toys and Accessories, you will manage the responsibility of developing and executing brand strategies that drive growth and profitability across our portfolio of different brands. You will liaise with cross-functional teams such as Sales, Finance and Supply Chain to ensure products are positioned effectively to meet consumer needs and deliver commercial success.

Main Responsibilities

Brand Building, Positioning & Strategy

– Lead the development and execution of brand strategies that drive sustainable growth and profitability across the portfolio of brands.

– Translate consumer, customer, category, and market insights into clear strategic initiatives that strengthen brand equity and deliver commercial growth.

– Develop and implement annual brand plans aligned with business objectives

– Identify opportunities for innovation, portfolio development, and market expansion through analysis of consumer trends and competitor activity.

– Lead the development of product positioning, pricing, and go-to-market strategies.

Brand Management

– Take full ownership of brand performance, monitoring and reporting on brand and commercial metrics, including sales, profitability, consumer awareness, and category performance

– Develop and deliver commercial marketing campaigns across digital, social and trade events

– Manage NPD and product launch activities from concept through to launch, ensuring successful execution

– Work closely with Sales and Category to develop customer-led brand plans and maximise opportunities across retail and distribution channels

– Evaluate marketing activity and promotional effectiveness, identifying key learnings and recommendations to optimise future performance and return on investment.

– Manage brand budgets effectively, ensuring investment is allocated appropriately and delivers against business objectives.

– Lead relationships with suppliers and agencies to ensure high-quality delivery of marketing and brand initiatives.

– Drive innovation development, ensuring all opportunities are consumer-relevant, commercially viable, and aligned with brand strategy.

– Ensure all products, packaging, and marketing communications comply with relevant legal and regulatory requirements.

Team & People Management

– Build strong cross-functional relationships with Sales, Marketing, Product Development, Finance, Supply Chain, Operations, and senior stakeholders.

– Influence and collaborate effectively across the business to ensure alignment on brand strategy and priorities.

Other

– Represent both the business and brands at trade shows across the UK and internationally where required

– Stay informed of consumer trends, competitor activity, and market developments to identify opportunities and risks

– Undertake any other responsibilities connected to the role and in support of the wider business objectives

Skills, Qualifications and Experience

Essential

– Previous experience of brand management in a FMCG environment

– University Degree in Business or Marketing related subject

– Confident and comfortable around pets (cats, dogs, small animals).

– Excellent verbal and written communication skills, with the ability to influence and engage stakeholders at all levels

– Experience leading and developing team members, with the ability to motivate, coach, and manage performance

– Ability to build effective relationships across cross functional teams and stakeholders

– Experience managing budget tracking, invoicing or campaign spending

– Strong commercial awareness with a customer-focused approach.

– Substantial experience managing product launches and marketing campaigns

– Highly organised with a focus on detail

– Strong analytical and problem-solving skills

– Ability to interpret sales and market data

– Ability to manage multiple projects simultaneously

– Passionate about brands, products, and consumer trends

– Full Clean Driving Licence

Desirable

– Experience within the toy, pet care, consumer goods or licensed products industry