Global Growth Marketing Manager - CRO & Referrals

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:

We are seeking a Global Growth Marketing Manager - CRO & Referrals to accelerate acquisition by leveraging our digital ecosystem - including web, app, and CRM.

You will lead the global strategy and operating model across three key pillars:  Prospect CRO (converting paid/organic traffic),  Referrals, and Digital Growth Experiments .

You will define roadmaps, prioritize high-impact opportunities, and manage execution via our global CRO agency and cross-functional partners. Collaboration with Performance Marketing, Product, and local market teams is essential to turn insights into scalable growth.

We need an innovative, AI-first, and independent strategic thinker with strong stakeholder management skills to drive alignment and execution across global markets.

Your tasks and responsibilities will include:

1. Prospect CRO and Agency Management

• Strategy and Roadmap Ownership: You will define the global prospect CRO strategy, owning the roadmap for paid landing pages, lead capture, and acquisition entry points while establishing the operational model across cross-functional teams like Performance Marketing and CRM.

• Agency and Process Management: You will manage the global CRO agency to ensure high-impact work is delivered efficiently, overseeing the entire testing lifecycle from intake and prioritization to execution, QA, and learning.

• Conversion Optimization and Scalability: You will drive improved conversion rates through refined messaging, audience relevance, and journey optimization, ultimately transforming successful experiments into scalable templates and market playbooks across US, Canada, France, Germany, Australia/New Zealand and UK

2. Referral Growth

• Strategy and Roadmap Ownership: You will lead the global referral program strategy, defining the product feature roadmap, prioritizing product and collaborating with Product, CRM, and Martech teams to execute improvements.

• Performance Management: You will define KPIs and reporting frameworks to ensure visibility into program health, acquisition impact, and economics, while continuously monitoring metrics like advocate behavior and ROI to optimize results.

• Market Guidance and Activation: You will support local teams with campaign guidance, incentive analysis and activation recommendations, ensuring optimal market-level execution 

3. New Digital Growth Experiments

• You will develop and test new acquisition journeys across website, app and CRM, including quiz flows, guided buying and lead generation.

• You will use customer insight, funnel data and market feedback to identify new ways to move prospects from interest to action.

• You will build business cases, success metrics and scale criteria for new concepts.

What we are looking for:

Required Experience

• 4-6 years’ experience in growth, CRO, performance marketing, ecommerce, experimentation or acquisition optimisation.

• Proven experience improving conversion across landing pages, acquisition journeys, ecommerce flows or lead capture funnels.

• Experience managing a CRO, digital product, performance marketing or experimentation agency.

• Experience building and managing structured testing roadmaps.

• Experience managing referral programmes or other incentive-based acquisition levers.

• Experience fostering cross-functional collaboration, driving alignment across Product, CRM, Data, Martech, and local market teams.

• Strong analytical and commercial judgement.

• Excellent communication and stakeholder management skills.

Nice to Have

• Experience testing quiz flows, guided selling journeys or lead generation funnels.

• Experience in D2C, ecommerce, subscription or consumer product businesses.

• Experience working across multiple European markets.

• Familiarity with tools such as Optimizely, Amplitude, GA4, Shopify, Tableau, Looker or similar.

• Experience using AI tools to improve growth workflows, experimentation and analysis.

Good to know:

What Success Looks Like

• Higher conversion from prospect traffic into sales, high-intent actions or leads .

• A smooth global operating model for prospect CRO and digital acquisition journey optimisation.

• A clear, prioritised testing roadmap delivered through the global CRO agency and internal partners.

• Increased referral-led acquisition and improved referral programme economics.

• New acquisition journeys tested, validated and scaled across markets where relevant.

• Strong alignment between Performance Marketing, CRM, Digital Product, ecommerce, Martech and local teams.