Manuel Efaraimo has been appointed to the role of chief operating officer.

After more than two decades in the business and eight years as a general manager, Efaraimo has taken a well-earned spot as a C-level executive.

"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," Efaraimo says.

Efaraimo 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," Efaraimo says.

"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," Brother New Zealand managing director Warwick Beban says.

Efaraimo is proudly of Samoan and Māori heritage and says his culture is a major driver of his success.

"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," Efaraimo adds.