Marketing Director, UK & Ireland

About tonies:

tonies is the world’s leading interactive audio platform for children, with over 12 million Tonieboxes and 165 million Tonies sold globally. Our intuitive, screen-free system empowers children to learn and play independently in a safe and engaging way.

With a presence in over 100 countries and a diverse portfolio of ~1,500 Tonies across multiple languages, we continue to redefine how children experience storytelling and learning. Since our IPO in 2021, our global team of 630+ colleagues is united by a shared mission: shaping the future of play, learning, and imagination.

As we continue to grow across the UK & Ireland, we're looking for an exceptional Marketing Director to help make tonies the most loved family brand in the market.

You as part of tonies:

This is a unique opportunity to lead the UK & Ireland Marketing function for one of the world's fastest-growing children's brands.

Reporting to the UK Managing Director, you'll develop and deliver the local marketing strategy, bringing our global brand to life through culturally relevant storytelling, outstanding campaigns and meaningful customer experiences.

Working across Brand, PR, Social, Retail Marketing and Retention, you'll ensure tonies remains front of mind for families whilst partnering closely with our global Brand, Performance and CRM teams to maximise commercial impact.

You'll lead a high-performing team and play a key role within the UK Leadership Team.

Your tasks and responsibilities will include:

Local Marketing Strategy & Budget

• Develop the UK & Ireland marketing strategy aligned to commercial objectives.
• Translate global marketing plans into locally relevant campaigns that resonate with UK & Irish families.
• Own the UK Marketing Budget, deploying investment across key stages of the marketing funnel to maximise ROI
• Identify opportunities to grow awareness, consideration and customer engagement through local plans and campaigns
• Champion the voice of the UK market within the global organisation.
• Use customer insight, analytics and market trends to shape future strategy.

Brand & Cultural Relevance

• Build tonies into the most culturally relevant children's entertainment brand in the UK & Ireland.
• Deliver integrated campaigns that combine global assets with locally relevant execution.
• Lead social-first storytelling that drives awareness, engagement and advocacy.
• Develop impactful PR, partnerships, influencer and experiential programmes.
• Create moments that earn attention beyond paid media.
• Protect and evolve the tonies brand locally while remaining true to our global positioning.

Commercial Marketing

• Own the local marketing calendar across key commercial moments.
• Lead seasonal campaigns, new product launches and promotional activity.
• Partner closely with and Retail team to deliver best-in-class trade marketing activity
• Ensure consistent execution of the tonies’ brand across all consumer touchpoints.
• Maximise opportunities across both retail and owned channels.

Performance & Customer Insight

• Partner closely with the Global Growth team to maximise UK Acquisition performance.
• Understand performance marketing metrics including CAC, ROAS, conversion and customer lifetime value. Working closely with the Global Growth team on local budget allocation across mid and lower funnel performance execution 
• Challenge performance results and ensure marketing investment delivers commercial impact.
• Translate data into actionable business recommendations.

Customer Lifecycle and CRM

• Partner with the Global Lifecycle and CRM team to maximise lifecycle performance within the UK market.
• Identify local opportunities to strengthen UK customer CLV and performance across key lifecycle stages
• Feed local lifecycle results from test campaigns into global programmes.
• Support execution of local CRM driving trade performance & local promotions

Leadership

• Lead, coach and inspire a high-performing marketing team.
• Foster a collaborative, inclusive and ambitious culture.
• Develop future talent across the function.
• Represent Marketing within the UK Leadership Team.
• Build strong relationships across Global functions to ensure alignment and successful execution.

What we are looking for:

An experienced consumer marketer who combines creativity with commercial thinking.

You love building brands, understanding customers and creating culturally relevant marketing that people genuinely engage with.

You will be equally comfortable discussing campaign ideas, customer insight and commercial performance.

Essential Experience

• 10+ years' experience in senior consumer marketing leadership roles.
• Proven experience building culturally relevant consumer brands.
• Strong social-first marketing capability.
• Experience leading PR, partnerships and brand activation.
• Experience working with physical consumer products.
• Strong understanding of marketing analytics and commercial performance.
• Ability to interpret data and turn insight into action.
• Experience leading and developing high-performing teams.

Nice to Have

• Experience within children's, family or entertainment brands.
• FMCG or CPG experience.
• Experience operating within a global matrix organisation.
• Experience across both Retail and D2C businesses.

Why tonies?

• Global Teamwork: We collaborate across departmental and country borders. You’ll be part of a truly international community where every voice is heard.
• Come as you are: This applies to the dress code and everything else. We believe you give your best when you feel truly comfortable being yourself.
• Competitive Package: We offer a competitive salary and a range of comprehensive benefits tailored to your specific location, which we’ll share during the recruiting process.
• Collaboration & Community: We’re big on "we." You’ll join a team that values connection and celebrates wins together, no matter the time zone.
• Continuous Learning: Benefit from internal/external training and an individual learning budget to keep your skills as sharp as a Tonie’s ears.
• Tonie Discounts: Enjoy attractive discounts on our entire range of products. You’ll quickly become the favorite guest at every birthday party!
• Rest & Recharge: Great work requires a clear head. You’ll enjoy generous paid time off to ensure you have plenty of time for your own stories.

Good to know:

As part of our principles, we are committed to supporting inclusion and diversity at tonies. We actively celebrate our colleagues’ different abilities, ethnicities, faith and gender. Everyone is welcome and supported in their development at all stages in their journey with us.  We look forward to hearing from you!

About us

Here at tonies, we are changing the way children listen to their favourite audio content, by making digital audio tangible. We have created a safe and playful way for children to experience stories, music and educational content that is loved by parents and children alike. By combining the best of digital technology with the magic and playfulness of figurines (the so-called Tonies), our screen-less toniebox provides the perfect platform to enjoy all the benefits and fun of great audio content, without adding to children’s screen time.