Senior Lifecycle Marketing Manager (Hybrid) London

About tonies: tonies is the world’s largest interactive audio platform for children with around 7.8 million Tonieboxes and more than 95 million Tonie 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.

You as part of tonies:

Overview At Tonies, we’re on a mission to bring the magic of audio to children everywhere. We are looking for an exceptional Lifecycle Manager, your aim is to maximise £ value from existing customers. Working closely with the Global Lifecycle Team, you will act as the UK local expert on retention, ensuring global initiatives are effectively executed and local opportunities are identified and delivered within the global frameworks. This is a highly cross-functional role, requiring close collaboration with Marketing, Portfolio, Sales Channels and Operations to turn insight into action.

Your tasks and responsibilities will include:

• Be the key link between the Global Lifecycle Team and local teams, ensuring strong alignment and execution of lifecycle initiatives.
• Use global data and insights to build expertise in the market’s retention performance, identifying trends and escalating key developments.
• Bring local insights, learnings, and opportunities into global discussions, contributing ideas to improve retention and the overall customer experience.
• Execute and localise global retention initiatives, working with cross-functional stakeholders to deliver measurable outcomes.
• Ideate key opportunities along local levers like pricing, promotional mechanics, range optimisations, POS experience and drive change by working with relevant market teams.
• Run structured test-and-learn initiatives within the global testing framework, ensuring consistency and measurable impact.
• Support delivery of key retention KPIs (e.g. listening time, repeat purchase, churn, customer profitability), ensuring clear financial impact and robust tracking in partnership with Finance.
• Act as the voice of the customer in the market, ensuring visibility, alignment, and continuous improvement of the end-to-end customer experience.
• Manage 1 direct report, UK CRM Manager.

What we are looking for:

• Demonstrable experience in retention, lifecycle, or growth (recurring revenue streams, e.g. subscription/ DTC preferred).
• Strong commercial mindset, with the ability to ideate opportunities and to think strategically.
• Highly data-driven, able to translate complex data into simple, actionable insights with a commercial focus; experience working with BI/analytics teams.
• Strong understanding of customer, financial and other key business metrics.
• Ability to structure problems, prioritise opportunities, and drive execution of initiatives in a fast-paced, cross-functional environment across multiple teams.
• Strong stakeholder management skills including ability influence and align across functions.
• Self-starter with a growth mindset, comfortable with ambiguity and ownership.

Why tonies?

• Office - 2 days a week in the London office (Tues & Weds).
• Time Away – 30 days annual leave + bank holidays, paid sick leave, bereavement leave, volunteering day plus bank holiday swaps and more.
• Health & Wellbeing – Free Lunch on Tasty Tuesday, Private medical insurance via Vitality, mental health support with our Employee Assistance Program, life assurance (4x salary), free Calm subscription, Specsavers eye test voucher.
• 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.

The Recruitment Process:

• Intro call with the People & Culture talent team.
• Virtual call with the Hiring Manager.
• Case study interview.
• Final stage with general manager.

Ready to join us? Apply today to help us create joyful moments for children and families worldwide.

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.