CRM Manager, UK

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.

As UK CRM Manager, you’ll play a pivotal role in turning one‑time purchasers into deeply engaged Tonies fans by designing smart, joyful, and highly personalised CRM experiences that inspire repeat purchase, deepen brand love, and maximise customer lifetime value. You’ll own the planning, execution, and optimisation of CRM across multiple channels, ensuring every touchpoint, from first purchase to years into the tonies® journey feels relevant, seamless, and delightfully on‑brand. This is a role for someone who combines creativity with commerciality, using data, automation, and customer insight to unlock retention at scale.

Your tasks and responsibilities will include:

• Build, develop and execute CRM campaigns across email, push notifications, SMS, and other owned channels
• Build and optimise automated customer journeys across the lifecycle journey
• Create audience segmentation strategies to improve targeting and personalisation
• Manage campaign calendars, timelines, and end‑to‑end delivery of CRM activity
• Analyse campaign and customer performance data to identify insights and optimisation opportunities
• Conduct A/B testing to continuously improve engagement and conversion rates
• Collaborate cross‑functionally with marketing, product, creative, and analytics teams to deliver campaigns on time, including last‑minute requests where required
• Take ownership of CRM workflows and timelines, managing creative design/briefing
• Ensure CRM best practices, data accuracy, and compliance with GDPR and privacy regulations
• Support reporting on CRM KPIs, including retention, engagement, and customer lifetime value, while owning the wider CRM discount strategy—defining the approach and mechanics, and establishing a regular reporting cadence to monitor performance and impact
• Partnering closely with the global CRM team to localise and implement global CRM flows tailored to the UK market
• Partnering with the Customer Happiness team to efficiently manage and resolve customer queries relating to CRM campaigns and promotional codes

What we are looking for:

• Experience in CRM, lifecycle marketing, or customer engagement roles
• Hands‑on experience using Braze CRM platform
• Strong understanding of customer segmentation, automation, and personalisation strategies
• Experience building and managing multi‑channel CRM campaigns
• Analytical mindset with the ability to interpret campaign data and performance metrics
• Strong organisational skills with the ability to manage multiple priorities and deadlines independently
• Excellent cross‑functional collaboration and stakeholder management skills
• A proactive, self‑starting attitude with strong ownership and accountability
• Detail‑oriented and committed to delivering high‑quality work

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.

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