tonies® is a global leader in interactive audio platform for children with over 70 million tonieboxes and approaching 100 million tonies sold worldwide. The company is the creator of a new multibillion global consumer category. 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 700 tonies figurines. In 2023, the average playtime per week was over 260 minutes across all countries and tonieboxes. Since its inception, tonies has achieved significant milestones, including listing on the Frankfurt Stock Exchange (ETR: TNIE) in November 2021. With a global presence, the team of approximately 500 dedicated professionals operates from key locations such as the headquarters in Düsseldorf, Germany as well as offices in London, Paris and a completely remote work setup across the US.
CMO Overview:
Tonies is seeking a dynamic and experienced Chief Marketing Officer (CMO) to lead the global omni-channel marketing department and shape the strategic direction of the tonies brand. The CMO will be responsible for overseeing the global omni-channel marketing strategies that fuel
commercial growth. The leader will manage a team of ~20, across brand, product, growth and franchise marketing. This role will report into the CXO and work closely with the Chief Product Officer, Chief Content Officer, Consumer Insights and local marketing teams.
Key Responsibilities:
● Strategic Leadership: Develop and implement comprehensive marketing strategies that align with the company's vision and growth objectives, emphasizing data driven decision-making and agile responses to market changes. Able to communicate with senior executives across the Omni-Channel, including working with Mass Retailers and Ecommerce.
● Brand Development: Enhance and evolve the tonies brand identity across all platforms, ensuring a consistent and compelling message that resonates with diverse consumer segments. Build breakthrough big ideas that tap into the consumer tension and motivates consumers to buy into the brand promise to move short-term and long-term brand metrics. Build the tonies brand into a global icon with franchise opportunities.
● Product Marketing: Maximize the product portfolio with clear value proposition and differentiated positioning for each segment that is based in consumer insights and market opportunities. Develop consumer and retailer strategies.
● Growth Marketing: Maximize media investment to drive customer acquisition and retention strategies that expand CLV through inhouse media team. Oversee the global CRM strategy, tools, and governance. Understand how to build successful consumer retention programs that speak to all stakeholders.
● Go to Market strategies: Design global integrated marketing strategy that seamlessly connects the consumer experiences across touchpoints. Design Go-To-Market campaigns that maximize global efficiencies. Provide local marketing teams with a toolkit including strategies, communication, content and retailer sell through tools. Define measurement and testing strategies to drive effectiveness at the local level.
● Team Management: Lead, mentor, and develop a high-performing marketing team, fostering a culture of creativity, collaboration, and innovation across a globally diverse team, with team members on the ground in Europe, North America and around the world.
● Global and local Collaboration: Create process and mindset that fuels local to global and global to local iterative learnings.
Qualifications:
- 20+ years of experience in marketing, with a proven track record in the consumer goods industry, particularly strong track record of hands on experience with omnichannel sales in North America. 5+ in the senior leadership role of a global brand.
- Strong expertise in multiple marketing disciplines, including brand development, product marketing, growth marketing, social marketing, e-commerce strategies, and omni-channel marketing across global markets.
- Proven leadership skills with extensive experience in managing and developing high-performing teams across the globe, including recruiting new team members in all markets.
- Exceptional communication skills, both verbal and written, with the ability to inspire and influence at all levels of the organization, and sensitivity to geographic localization issues.
- Strategic thinker with strong analytical abilities, capable of interpreting complex data and translating insights into actionable strategies, across geographies.
- Bachelor’s degree in marketing, Business Administration, or a related field; MBA preferred.
- Travel 40% of time in markets (Germany, US, UK, France). Due to the global nature of this role, and regular meeting with the Germany Headquarter team, must be available to work 8-5 pm EST, plus flexibility for international meetings weekly. Boston preferred
Mindset
Importantly, this potential team member will have the mindset to:
- Leave their thumbprint (an ownership mentality, not ego-driven, but results-driven)
- Have hard conversations to keep projects on track
- Provide positive, solution-oriented energy
- Contribute everywhere, with a collaborative-spirit
- Adapt to the tools and situations to find solutions
If this job is interesting to you, in addition to applying on this LinkedIn Job, please email usajobs@tonies.com with your resume and a short description on these two prompts:
- Thinking about the attitudinal mindsets above, why are you the right person for a growth company like tonies right now? (250 words or fewer)
- Describe a successful Global Omnichannel Consumer Marketing Program that you created and led, and how you used Data Analytics to drive the pivots that occurred during the program.
Only successful candidates will be contacted.
