tonies® USA

Vice President of Marketing

tonies® USA

full-time

Posted on:

Location Type: Remote

Location: United States

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Job Level

Lead

Tech Stack

Spark

About the role

  • Own the Regional Omnichannel Strategy
  • 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 Integrated Marketing Team
  • 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.
  • Spark Cultural Relevance & FOMO
  • 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 Lifecycle Marketing
  • 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.
  • Bridge Global & Local
  • 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.
  • Measure & Optimize
  • 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.

Requirements

  • 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.
Benefits
  • Required Travel (domestic and international): 30 - 40%
  • To be considered for the Vice President, Marketing North America role, all candidates must submit a cover letter answering the following prompt in 500 words or less.

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
integrated marketingdigital marketingsocial media strategycampaign managementcustomer relationship management (CRM)data analysisbrand storytellingretail marketinge-commerce marketinglifecycle marketing
Soft skills
leadershipcollaborationcreativitystrategic thinkingcommunicationadaptabilityteam buildingcultural relevanceinfluencingcustomer-first mindset