Vice President of Marketing, North America

About tonies:

tonies is the globally leading interactive audio platform for children with more than 10 million Tonieboxes and 125 million Tonies sold. The intuitive and award-winning audio system has changed the way young children play and learn independently with its child-safe, wireless, and screen-free approach. Tonieboxes have been activated in over 100 countries, the content portfolio includes around 1,400 Tonies in several languages. Since its inception, tonies has achieved significant milestones, including listing on the Frankfurt Stock Exchange in November 2021 as well as a globally present team of over 550 dedicated professionals operating from various countries.

Joining our tonies team means being part of an inspiring mission to create innovative and meaningful experiences for children around the world. Together, we’re shaping the future of play, learning, and imagination.

You as part of tonies:

**To be considered for this role, please see the prompt at the end of the job description that is a required submission via cover letter**

We’re seeking a bold, culture-obsessed, results-driven marketing executive to lead our North America marketing strategy at a pivotal moment of brand and category expansion.

As VP of Marketing, North America , you’ll lead growth strategy with a focus on building a culturally fluent, social first brand. You’ll drive omnichannel acceleration, from mass retail to DTC, while ensuring we stay unmistakably tonies at every touchpoint. You will oversee three core pillars: Creative & Content , Integrated Marketing , and Trade & Retail Marketing , ensuring they operate as a single, high-performing growth engine.

You will partner closely with the Global Marketing organization to advocate for and influence global acquisition and retention strategies. You will also lead a local team to execute with excellence across social, PR, community, partnerships, content, and experiential.

This role is remote, candidates must be based in the United States with a strong preference for US East Coast. Required Travel (domestic and international): 30 - 40%

Your tasks and responsibilities will include:

Own the Regional Omnichannel Strategy

• Own the North America trade and retail marketing strategy, ensuring brand strategy translates into compelling retailer storytelling, shopper conversion, and sustained sell-through across mass, specialty, and e-commerce partners.

• Develop and lead integrated marketing plans across DTC, retail, Amazon, and social commerce to drive brand visibility and commercial impact. 

• Partner with sales and retail teams to develop retailer-specific marketing plans that bridge brand with key audiences.

• Lead breakthrough retail activations and shopper journeys that convert brand love into velocity.

Drive Omnichannel Market Growth

• Create campaigns that support both digital and retail channels, generating awareness, consideration, and conversion across touchpoints (tonies.com, Amazon, Target, Walmart, specialty retail, etc.).

• Partner closely with Sales to align marketing investment to retail priorities, seasonal moments, and growth targets, translating brand demand into measurable retail velocity.

Lead Integrated Marketing Team

• Lead, develop, and scale a senior leadership team across Creative, Integrated Marketing, Social, PR, Influencer, Lifecycle, and Trade, setting vision, operating cadence, and performance standards for the North America marketing organization.

Spark Cultural Relevance & FOMO

• Lead a best-in-class social media strategy, including in-house and creator-driven content, influencer partnerships, and real-time cultural engagement.

• Leverage social as a primary brand-building platform and growth driver, not just a channel.

• Develop and scale UGC, earned media, and community flywheels to drive organic reach and brand fandom.

• Identify and activate cultural moments that matter for tonies through bold creative and earned storytelling.

Champion Lifecycle Marketing

• Champion a customer-first lens across the funnel, with a deep understanding of family behavior and lifecycle value.

• Partner with global retention, analytics, product, and content teams to deliver programs that spark repeat use, brand loyalty, and advocacy.

• Execute always-on engagement strategies across CRM, loyalty, and community, customizing for unique NA drivers

Bridge Global & Local

• Act as a connective tissue between global brand strategy and U.S. execution - advocating for local market needs while maximizing global alignment and efficiency.

• Serve as the senior marketing voice for North America in executive forums, influencing global roadmap decisions while holding accountability for regional performance.

• Partner closely with the President/GM to align marketing priorities with regional growth strategy and commercial goals.

Measure & Optimize

• Own North America marketing measurement and performance accountability, defining KPIs that link brand health, household growth, retail velocity, and lifetime value to business outcomes.

• Translate performance data into clear executive insights and tradeoffs, informing budget allocation, channel mix, and prioritization across brand, social, retail, and lifecycle marketing.

• Partner with Finance, Sales, and Analytics to assess incrementality, optimize ROI, and balance short-term commercial impact with long-term brand equity.

What we are looking for:

• 15+ years of experience, 3+ years in leadership of brand and/or integrated marketing experience in consumer products, with preference for entertainment, retail or youth brands

• Proven track record of leading multi-channel campaigns (social, earned, retail, digital) with real cultural and commercial impact

• Deep understanding of U.S. parent audiences, especially parents of toddlers and preschoolers

• Experience building brand awareness and driving retention through creative storytelling and community-first tactics

• Strong leadership presence; able to rally and grow a diverse, creative, and execution team

• Highly collaborative and experienced working in matrixed, global environments

• Proven success leading regionally nuanced campaigns within a global brand framework.

• Strong commercial acumen and ability to connect creativity to growth outcomes.

• A builder’s mindset: hands-on, adaptive, and obsessed with impact.

Mindset & Culture Fit

• Curious, creative, and energized by making things happen

• Bias for action, fast iteration, and high-quality output

• Customer-obsessed, with empathy for both children and caregivers

• Strategic but hands-on; loves owning execution

• Brings energy, optimism, and a collaborative spirit to every challenge

Good to know:

To be considered for the  Vice President, Marketing North America  role, all candidates must submit a cover letter answering the following prompt in 500 words or less. Candidates who do not submit the written response will not be considered.

• In 500 words or fewer, describe a past initiative or campaign you led that best reflects the kind of impact you would aim to bring to tonies.