Global Head of Brand

tonies is the world’s largest interactive audio platform for children with around 7.8 million Tonieboxes and more than 95 million Tonie figurines 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 more than 1,100 Tonies figurines 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.

At Tonies, we’re on a mission to bring the magic of audio to children everywhere. As Head of Global Brand, you will champion and evolve the tonies® brand worldwide, setting a clear strategic vision and bringing it to life across every market and touchpoint. Acting as the central connector between global teams, local markets, and external partners, you will drive alignment, consistency, and long‑term brand growth.

Managing a team of four, you will lead the creation of impactful integrated campaigns, ensure a unified brand positioning, and equip regional market teams (DACH, UK, US, FR, and ANZ) with the tools and guidance they need to execute effectively. This role is ideal for a visionary, collaborative brand leader who can balance strategic clarity with agile execution to deliver fast, effective campaigns that strengthen brand love, fuel customer acquisition, and increase lifetime value across regions.

Your tasks and responsibilities will include:

• Lead the creation of insight‑led global integrated marketing campaigns that drive awareness, customer acquisition, and CLV expansion.
• Determine the optimal global campaign toolkit to ensure consistency, efficiency, and seamless localisation.
• Collaborate closely with Global Growth, Retention, Product Marketing, Creative, and Insights teams to develop global campaigns that are channel‑optimised and grounded in robust data and consumer insights.
• Lead the relationship with our agency partner, ensuring all campaigns align with strategic objectives and are delivered in full, on brief, and on time, while raising the creative bar.

• Define and maintain consistent brand messaging, positioning, and brand identity across all global communication channels, while adapting thoughtfully to cultural nuances in each market.

• Develop processes to ensure quality local market inputs, consistent alignment between global brand and local marketing and iterative process for improvements.

• Establish and track KPIs that measure the effectiveness of global marketing campaigns.
• Analyse performance results to identify opportunities for optimisation and continuous improvement.
• Assess cross‑market collaboration success based on business goals and performance outcomes.

• Ensure globally produced assets are effectively used by local teams and adapted appropriately for regional needs.
• Identify and maximise synergy potentials across local marketing teams to increase efficiency and consistency.

• 10+ years in global brand management, integrated marketing, campaign management, or related roles.
• Expertise in partnering with agencies to lead multi‑channel, integrated global campaigns from brief to execution.
• Excellent communication skills with the ability to influence senior leaders and inspire cross‑functional teams.
• Strong command of performance metrics, KPIs, and insights‑driven optimisation.
• Experience developing and implementing scalable workflows, frameworks, and toolkits.
• Strong track record of partnering with Creative, Growth, Product Marketing, Consumer Insights, and regional marketing functions.
• Ability to inspire teams,…