Global Senior Brand Manager

About tonies: 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.

What we are looking for:

• 5-8 years of experience in brand marketing, campaign management, or a related field.
• Proven experience leading integrated global marketing campaigns and end-to-end content development.
• Strong project management skills with the ability to manage multiple priorities and stakeholders.
• Excellent communication and influencing skills, with experience working cross-functionally, preferably in a global role.
• Solid understanding of channel-specific content requirements, including CRM and performance marketing.
• Experience managing budgets, forecasting spend, and partnering closely with finance teams.

Why tonies?

• Flexibility – Hybrid working with two days in the London office (fixed days - Tuesdays and Thursdays), 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.

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.

You as part of tonies:

Overview: At Tonies, we’re on a mission to bring the magic of audio to children everywhere. As Global Senior Brand Manager, you will play a pivotal role in shaping how our brand comes to life across campaigns, channels, and markets. You will translate brand strategy, consumer insights, and product benefits into clear communication frameworks, impactful global campaigns and scalable toolkits. Acting as a central brand partner to cross-functional teams and local markets, you will ensure brand consistency, relevance, and effectiveness across all touchpoints, while enabling fast and efficient local execution.

This role combines strategic brand leadership with hands-on campaign delivery and execution, strong project management, and close collaboration across global functions and local markets.

Your tasks and responsibilities will include:

• Integrated Campaign Management: Brief and manage our external creative agency to deliver insight-led, 360° global integrated campaigns, ensuring alignment with brand guidelines and market expectations.
• Collaborate closely with Global Growth, Retention, Product Marketing, Creative, and Insights teams to ensure campaign briefs & output are channel-optimised and grounded in robust data and consumer insights.
• Act as the final gatekeeper for brand aesthetics and tone of voice across all touchpoints.
• Oversee photoshoots and video productions from a brand perspective, ensuring visual consistency and long-term asset usability.
• Lead campaign retrospectives and performance readouts, distilling results, insights, and learnings into clear recommendations that inform optimization and future campaign strategy.
• Brand Strategy & Content Frameworks: Develop and maintain content toolkits, including messaging frameworks, tone of voice guidelines, to enable scalable and efficient local execution.
• Support training and onboarding for global and local teams to ensure correct and consistent application of brand and content guidelines.
• Commercial & Budget Management: Monitor KPIs & product performance, and pivot strategies based on data-driven insights.
• Manage the global brand marketing budget, ensuring accurate forecasting and reporting, and serve as the main brand liaison for Finance.
• Channel & Audience Alignment: Collaborate closely with channel owners across Performance Marketing, CRM, website, app, retail, and growth to ensure content is aligned to clearly defined audiences, lifecycle stages, and channel-specific roles within the customer journey.