Director of Brand Marketing, Activities & Crazy Aarons

Director Of Activities

Goliath is an international manufacturer and distributor of toys and games, operating in 15 countries and reaching over 100 countries worldwide. At the heart of our business is a belief in great products and the magic of innovation. Our mission is to bring fun to every household, which we achieve through teamwork and clever collaboration.

The Director of Activities is a key role within the Global Brand Marketing organization, responsible for leading the strategy, positioning, line planning, and commercial success of Goliath's Activities portfolio, including Colorific and Crazy Aaron's.

This position reports to Angela, Global VP of Brand Marketing, and will work cross-functionally with Product Development, Sales, Creative, Licensing, and regional marketing teams to ensure the Activities portfolio is clearly positioned, consumer-relevant, retailer-ready, and built for growth.

The Director of Activities will help define the product and brand strategy for assigned categories, ensuring each item has a clear consumer hook, strong retail story, and a meaningful role within the broader portfolio.

Activities Portfolio Strategy

Lead the overall strategy for the Activities portfolio, including Colorific, Crazy Aaron's, compounds, creative play, arts and crafts, and related activity-based categories.

Define the role of each product within the portfolio, including target consumer, price point, retailer fit, positioning, and growth potential.

Identify opportunities to expand, refresh, rationalize, or reposition the Activities line.

Ensure the portfolio has the right balance of innovation, evergreen products, seasonal opportunities, and commercially proven items.

Partner with Angela and senior leadership to align the Activities strategy with broader Global Brand Marketing and company objectives.

Brand Marketing & Product Positioning

Lead brand marketing direction for assigned activity brands and product lines.

Define the consumer positioning, product story, key selling points, packaging direction, and go-to-market messaging for Colorific, Crazy Aaron's, and related activity products.

Ensure every product has a clear reason to exist, a strong consumer hook, and a compelling retail story.

Partner with Creative on packaging, naming, copy, visual assets, and presentation materials.

Ensure products are easy to understand, easy to sell, and compelling at shelf, online, and in retailer presentations.

Line Planning & Portfolio Management

Lead the annual and seasonal line planning process for Activities.

Evaluate current items, new product concepts, refresh opportunities, and category gaps.

Manage assigned product timelines, launch details, internal milestones, and key deliverables.

Partner with Sales to support retailer line reviews, previews, presentations, and sell-in strategy.

Provide product rationale, positioning, and portfolio recommendations for key customer meetings.

Review item performance and recommend actions to maximize sell-through and long-term brand value.

Category & Consumer Insights

Monitor trends across creative play, activities, compounds, arts and crafts, collectibles, sensory play, kid trends, and parent-driven purchase behavior.

Use consumer and category insights to inform portfolio decisions, product development, packaging direction, and brand strategy.

Identify white space opportunities where Goliath can win through innovation, stronger positioning, clearer value, or sharper consumer appeal.

Stay close to what kids, parents, gift-givers, and retailers are responding to within the activities space.

Cross-Functional Leadership

Serve as the brand marketing lead for Activities across internal teams.

Work closely with Product Development to ensure new activity products are commercially viable, consumer-relevant, and aligned with brand and retailer needs.

Partner with Licensing where applicable to evaluate licensed activity opportunities and ensure licensed products feel authentic to the property and strong within the category.

Work with regional marketing teams to ensure global brand strategy can be adapted effectively across markets.

Keep internal teams aligned on product strategy, item status, positioning, launch timing, and commercial priorities.