[Remote] Vice President of Marketing, North America

Note: The job is a remote job and is open to candidates in USA. tonies is the globally leading interactive audio platform for children, and they are seeking a bold, results-driven marketing executive to lead their North America marketing strategy. The VP of Marketing will oversee the growth strategy, ensuring a culturally fluent brand presence while managing integrated marketing efforts across various channels.

Responsibilities

• Own the North America trade and retail marketing strategy, ensuring brand strategy translates into compelling retailer storytelling, shopper conversion, and sustained sell-through across mass, specialty, and e-commerce partners
• Develop and lead integrated marketing plans across DTC, retail, Amazon, and social commerce to drive brand visibility and commercial impact
• Partner with sales and retail teams to develop retailer-specific marketing plans that bridge brand with key audiences
• Lead breakthrough retail activations and shopper journeys that convert brand love into velocity
• Create campaigns that support both digital and retail channels, generating awareness, consideration, and conversion across touchpoints (tonies.com, Amazon, Target, Walmart, specialty retail, etc.)
• Partner closely with Sales to align marketing investment to retail priorities, seasonal moments, and growth targets, translating brand demand into measurable retail velocity
• Lead, develop, and scale a senior leadership team across Creative, Integrated Marketing, Social, PR, Influencer, Lifecycle, and Trade, setting vision, operating cadence, and performance standards for the North America marketing organization
• Lead a best-in-class social media strategy, including in-house and creator-driven content, influencer partnerships, and real-time cultural engagement
• Leverage social as a primary brand-building platform and growth driver, not just a channel
• Develop and scale UGC, earned media, and community flywheels to drive organic reach and brand fandom
• Identify and activate cultural moments that matter for tonies through bold creative and earned storytelling
• Champion a customer-first lens across the funnel, with a deep understanding of family behavior and lifecycle value
• Partner with global retention, analytics, product, and content teams to deliver programs that spark repeat use, brand loyalty, and advocacy
• Execute always-on engagement strategies across CRM, loyalty, and community, customizing for unique NA drivers
• Act as a connective tissue between global brand strategy and U.S. execution - advocating for local market needs while maximizing global alignment and efficiency
• Serve as the senior marketing voice for North America in executive forums, influencing global roadmap decisions while holding accountability for regional performance
• Partner closely with the President/GM to align marketing priorities with regional growth strategy and commercial goals
• Own North America marketing measurement and performance accountability, defining KPIs that link brand health, household growth, retail velocity, and lifetime value to business outcomes
• Translate performance data into clear executive insights and tradeoffs, informing budget allocation, channel mix, and prioritization across brand, social, retail, and lifecycle marketing
• Partner with Finance, Sales, and Analytics to assess incrementality, optimize ROI, and balance short-term commercial impact with long-term brand equity

Skills

• 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
• 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
• 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

Company Overview

• tonies® is the world’s largest interactive audio platform for children with more than 10 million Tonieboxes and 134 million Tonies sold. It was founded in 2014, and is headquartered in Düsseldorf, Nordrhein-Westfalen, DEU, with a workforce of 501-1000 employees. Its website is https://us.tonies.com.

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