When Manuel Efaraimo first joined Brother, it was simply to earn some money while on a study break from Victoria University, chasing his bigger dream of becoming a professional rugby player.
On his first day as a Warehouse Officer, he arrived in a full suit, knowing he would soon swap it for shorts and steel-capped boots.
“Back then, it was about making an impression and respecting high standards,” he recalls.
Manuel never imagined that day would turn into 25 years of service, rising through the ranks to become Brother NZ Chief Operating Officer.
The turning point came at age 24, when his daughter was born. It was decision time: continue chasing the rugby dream or commit fully to work.
“I hadn’t made any teams in New Zealand and had looked overseas, but the reality was that life and family were in Wellington. Working and providing for my young family became the priority.”
When asked about success, he recalls, “I didn’t initially focus about what success looked like, only that I needed to be better for more than just myself. Over time, my view of success has evolved, and I assume at each different stage of life it will keep evolving.”
At first, success meant simply covering life’s necessities, and in the early days of fatherhood, that was a real challenge.
“Progressing through the company made that a bit easier each time. I quickly learned that success comes from showing up and working hard every single day, especially when no one is watching. Stepping into management became the next natural focus."
Manuel credits his parents as his earliest role models, setting a strong example of hard work both at home, in their work and their commitment to fitness. That same work ethic shaped who he is and his career. A desire for constant improvement became part of his DNA.
“I’ve always been curious, so I naturally started poking my nose into bits of the business outside my own team. It wasn’t about stepping on toes, more that I like to understand why things are done the way they are and then look for ways to improve the business for our teams and especially our customers. It’s just the way I think, to keep looking for better ways at doing what you do.”
He also credits strong leadership and influential people in the past that have set great examples of integrity, strength, passion and care.
His leadership style has helped others unlock their potential. People like Abe Wilson, now National Logistics and 3PL Manager, who was shoulder tapped as a logistics manager role five years ago.
“I’m not the same person I was when I walked in here,” Abe says. “I’m an introvert, but Manuel has pushed me outside my comfort zone and brought the best out of me. As a Polynesian, it can feel like our destiny is to be a labourer. He’s opened the door for me and made me realise I can do this. I have skills and ambition I never saw before.”
Manuel says the culture at Brother appealed to him immediately, and it’s played a big role in keeping him in the company for so long.
“This culture is built on generosity and care for people and their families. It isn’t mine; it was here when I arrived. I just try to maintain it. When you look after people, they look after you. When you need people to jump into action, you usually don’t even need to ask.”
“I’ve always felt confident in the integrity of the business, and that alignment has allowed me to fully commit,” he reflects. “Not everyone chooses to stay as long as I have, but at every stage, my goal has been to keep growing, both personally and professionally.
“If you invest in yourself and your craft, you’ll be ready to seize opportunities when they come. And with the right mindset, you can even create opportunities of your own”.
Over the past 25 years, Manuel has earned seven promotions, culminating in his appointment as Chief Operating Officer in 2022, the same year he completed his Master of Business Administration at The University of Waikato. He credits these achievements to the unwavering support and encouragement of his wife, Michelle, and to the inspiration he draws from his children to be the best example he can.
“Manuel is held in the highest esteem by everybody he encounters,” said Brother New Zealand managing director Warwick Beban.
“He commands respect without asking for it, and his drive and his passion are evident in the way he operates and leads. The results his teams have achieved over a long period of time are consistently among the best in Brother’s global business.
“We have been very lucky to have Manuel in our team. We’re sad to see him go, but we have no doubt he will have a hugely positive impact in his next move and we wish him, Michelle and their family all the very best.”
