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  5. Brother New Zealand names Manuel Efaraimo as COO

Brother New Zealand names Manuel Efaraimo as COO

More big moves within Brother New Zealand have seen employee of 22 years, Manuel Efaraimo, appointed to the role of chief operating officer. After more than two decades in the business and eight years as a general manager, Manuel has taken a well-earned spot as a C-level executive.

Speaking to his promotion, Manuel said, “When I started my employment, a role like this wasn’t my end goal. But as time passed, my family situation changed and so did my aspirations.”

Manuel started working for Brother at the age of 20 in the warehouse and parts department, but at the time his sights were set on a professional rugby career. “The changing moment for me pursuing rugby was having my first child. I had to reassess my reality and rethink what future success looked like to me and my family, so I applied myself to growth in my work at Brother. My journey has been about constantly setting new goals and achieving them,” said Manuel.

Over the following years he stepped into six more roles at Brother, from warehouse supervisor to general manager operations and service, before accepting the position of COO. He credits the support and influence of managers and mentors at Brother and his wife, assisting his personal tenacity at each stage of his career.

Warwick Beban, managing director at Brother New Zealand said “The operations team are the lifeblood of our business and form a vital connection between our company and our customers. In looking to the future and our growth plans, it is clear that the operations team will be absolutely central to supporting this growth and ensuring Brother stands out as a genuinely customer focussed company.  I am delighted to have someone of Manuel’s experience, drive and mana in such a pivotal role in our business and I know Manuel will help move Brother to a new level of excellence.”

Manuel is proudly of Samoan and Māori heritage and says his culture is a major driver of his success, adding, “A big motivation for me representing my culture in a corporate environment is being able to set a positive example and hopefully influence or inspire people, especially our youth.”

Brother supported Manuel’s desire to undertake an MBA at the University of Waikato, which he completed earlier this year, also offering flexibility to attend classes. He said, “Completing the MBA whilst working in one of the busiest times of my career was arduous, especially during COVID-19, but I am grateful for the opportunity and the experience.”

Outside of the office, Manuel remains an avid fan of sports and his family, as a constant side-line figure for his two teenagers’ activities. He also volunteers at the Tauranga Boxing Academy (part of the Bay of Plenty Youth Development Trust) as a mentor and gym trainer.

Manuel already has aspirations for his new role including developing his team, focusing on improving robust business process and utilising technology to enable scale and growth to improve the customer experience.

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