Brand Manager

Spiralcute is a leading Japanese character brand management company, renowned for building 'sophisti-cute' brands that blend heartfelt narratives, wit, and charm. We specialize in developing emerging character stars into irresistible consumer products through strategic licensing and engage fans with innovative promotional campaigns through unique partnerships. Our portfolio features beloved franchises including the Japanese pop‑culture phenomenon Chiikawa, the whimsical felines of Mofusand, the encouraging penguin Koupen Chan, and more. Headquartered in Tokyo, Spiralcute oversees character brand development and operational strategies. Our Los Angeles‑based subsidiary, Spiralcute International, Inc., is dedicated to supporting partners and facilitating licensing opportunities for champions of cute worldwide. Our mission is simple: to spread joy through cuteness.

As we continue to expand our international footprint and portfolio, we are seeking an experienced Brand Manager to help shape and grow our brands internationally, ensuring they connect meaningfully with audiences and deliver consistent brand storytelling across all touchpoints. The role will report to the VP, Brand Franchise Management & Marketing (based in the UK) and will work closely with the global international team to support the strategic development and international growth of Spiralcute's character brands.

This role is currently remote but will be in office in Los Angeles in the near future.

Role Description
The Brand Manager will play an integral role in the development and day-to-day management of selected IP within the Spiralcute portfolio.

Working closely with VP Brand Franchise Management and Marketing, internal teams and external partners, the Brand Manager will help build strong global brand foundations, create compelling marketing materials, and support the international rollout of brand initiatives across multiple platforms.

This role requires a blend of strategic thinking, creative marketing and strong project management, with a passion for character brands.

Job Responsibilities
Brand Strategy & Franchise Development

Support the VP on the development and implementation of global brand strategies for each brand.

Ensure brand positioning, messaging and visual identity are applied consistently across all markets and touchpoints.

Identify opportunities to expand brand engagement across platforms, including digital, content, retail and experiential activations.

Contribute to the long‑term franchise planning for key brands, identifying opportunities for audience growth and cultural relevance.

Adapt brand strategies for regional markets while maintaining global brand consistency.

Marketing & Brand Communications

Lead the development of core marketing materials, including core brand decks, sales presentations, marketing toolkits, brand sizzles & more

Help shape brand storytelling and tone of voice across marketing communications.

Support the development and delivery of trade communications including publicity initiatives, industry announcements and partner communications across channels such as newsletters, LinkedIn and other B2B platforms, as well as supporting the planning and execution of B2B events including trade shows, exhibitions and partner events.

Collaborate with creative teams to develop brand assets, style guides and marketing materials for partners and internal teams.

Support the rollout of global marketing campaigns and initiatives, ensuring alignment across international markets and partners have necessary materials and guidance to execute effectively.

Audience & Engagement

Work with the appointed integrated marketing agency to develop and deliver global campaigns that build brand awareness, grow fan communities and drive engagement.

Support the planning and execution of integrated marketing initiatives spanning digital, social media, influencer marketing, PR, partnerships and experiential activations.

Monitor campaign performance and audience engagement metrics, working with the agency to evaluate impact and identify opportunities to optimize future activity.

Retail Marketing Support

Work closely with licensing and retail development teams to activate brand marketing initiatives that enhance visibility and consumer engagement across physical and digital retail environments.

Partner & Stakeholder Management

Build strong relationships with agents, licensees, marketing partners and external agencies to ensure brand integrity across activations.

Support partners by providing marketing guidance, brand materials and marketing approvals.

Act as a liaison between internal teams including business development, retail & partnerships, creative, product development, legal and finance.

Project & Budget Management

Manage multiple projects and timelines simultaneously across brand initiatives.

Track marketing budgets for assigned brands and ensure efficient use of resources.

Maintain clear communication with internal stakeholders on brand activity and progress.

Minimum Qualifications

4–7+ years’ experience in franchise management, marketing role.

Experience working with entertainment, character brands, lifestyle brands, toys, consumer products or kids/family IP is essential.

Knowledge and experience of international markets.

Strong understanding of brand building and audience engagement in a global context.

Comfortable working in a fast‑paced, entrepreneurial environment, across multiple time zones.

Collaborative and solutions oriented.

Skills

Strong project management skills with the ability to manage multiple initiatives simultaneously.

Excellent communication and relationship‑building skills.

Highly organized with strong attention to detail.

Ability to work under own initiative.

Proficient in PowerPoint and brand presentation development.

The pay range for this role is $85,000 – $120,000, with final offer amount dependent on education, skills, experience, and location.

This position is eligible for benefits including medical, dental and vision options. Employer paid life insurance and long term disability. As well as 10 paid holidays, PTO and sick pay.

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