About tonies:
tonies is the world’s largest interactive audio platform for children with around 7.8 million Tonieboxes and more than 95 million Tonies 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, and 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.
What we are looking for:
* Proven experience in leading brand strategy and creative direction within a consumer-focused organization.
* Expertise in managing multi-channel media campaigns, including digital, ATL, and social media.
* Strong leadership skills with experience managing cross-functional teams and external agencies.
* Exceptional communication and presentation skills, with a strong ability to influence stakeholders.
* Analytical mindset with experience in utilizing research and insights to inform decision-making.
* A passion for creativity and innovation, with a deep understanding of the UK market and cultural trends.
You as part of tonies:
The Brand Manager is responsible for implementing global brand strategies within the local market, adapting global campaigns, and ensuring that all branding efforts are aligned with local consumer needs and market trends. This role will focus on maximizing the impact of global toolkits while overseeing the production of additional local content as needed.
Your tasks and responsibilities will include:
Media Campaigns:
* Collaborate with the global brand team to receive and adapt the global brand toolkit to suit local market specifics.
* Provide input to the global team on local market needs and campaign effectiveness to refine and enhance global strategies.
* Manage the adaptation and implementation of global campaigns, including translating materials and tailoring messages to the local audience.
* Oversee the production of local content, ensuring it aligns with global brand guidelines while meeting specific local needs.
* Develop and maintain strong relationships with external agencies and suppliers to ensure high-quality and cost-effective production of local materials.
* Analyse market trends and consumer insights to propose and implement strategic adjustments to the branding efforts in the local market.
* Manage and track the local marketing budget, ensuring all activities are delivered within financial constraints.
* Lead, mentor, and develop a team of marketing professionals to build local capabilities and enhance team performance.
* Work closely with the central brand team and other local markets to ensure consistency.
* Ensure all branding activities comply with local regulations and cultural norms.
* Manage the relationship with the local media agency, aligning on strategy, customer targeting, channels, and phasing.
Trade Marketing:
* Lead the trade marketing function to build a strong and consistent brand presence in retail.
* Support the development and execution of in-store activations and point-of-sale (POS) materials that align with broader campaign objectives.
* Oversee partnership with sales teams and retailers to create engaging trade marketing strategies that drive footfall and sales.
* Ensure a seamless consumer experience across online and offline channels.
Creative Direction:
* Oversee the UK’s creative output and manage a team of copywriting, design & social media talent.
* Ensure all creative aligns with the brand's tone, vision, and strategic objectives.
* Localise global assets to ensure relevance and resonance with UK audiences while maintaining brand consistency.
Public Relations and Events:
* Lead all PR activities in partnership with an external agency to strengthen tonies’ innovation and market leadership and help position the brand as an icon.
* Elevate the tonies brand & drive excitement for new product launches with new product launch support, consisting of press, consumer & retailer events and new product features.
* Tap into societal-relevant topics to establish a theme-based PR approach that presents tonies as the leading voice, thus helping to increase brand relevance.
Strategic Research & Insights:
* Conduct brand tracking and other research initiatives to monitor brand health and consumer perception.
* Utilise insights to inform strategic decisions and continuously refine the brand’s approach.
Product Marketing:
* Use marketing to drive awareness of different product use cases and the variety and depth of the product portfolio.
* Work closely with Trade, Ecommerce and Amazon teams to aid discoverability of our Tonies selection and drive conversion.
Why tonies?
What we offer:
Flexibility – Hybrid working with two days in the London office, up to 30 days working abroad, and Summer Hours (June-August).
Time Away – 30 days annual leave + bank holidays, 3 Wellbeing Days, paid sick leave, bereavement leave, volunteering day plus bank holiday swaps and more.
Health & Wellbeing – Private medical insurance via Vitality, mental health support with our Employee Assistance Program, life assurance (4x salary), free Calm subscription, Specsavers eye test voucher, lunch on Tasty Tuesday and more.
Financial & Career Growth – Competitive salary, pension match up to 4%, £200 learning & development budget, and Babbel subscription.
Family & Lifestyle Perks – Enhanced maternity & paternity leave, Tonies gifts for major life events, and exclusive staff discounts.
Equity and Diversity: At tonies, we’re passionate about sparking imagination and joy in childhood—and that same energy drives how we build our team. We believe everyone should feel empowered to grow, contribute, and thrive, both at work and in life. That’s why it’s important for tonies to create an environment where all voices are heard, valued and respected, regardless of background or experience. Our stories, content, I&D Champion Group and tonies team are shaped by a wide range of perspectives, and we actively seek out individuals who bring fresh ideas and unique experiences to the table.
Tonies is committed to fostering an inclusive and accessible experience for all candidates. If you need any accommodations to support you during the recruitment process, please contact your Recruitment Partner.
Ready to join us? Apply today to help us create joyful moments for children and families worldwide.
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