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.

• 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

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.

** 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 CMO 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%

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…