tonies® USA

Lead North America marketing strategy and team to drive brand growth across retail, digital, and social channels while aligning with global brand strategy. | 15+ years marketing leadership with experience in consumer products, brand building, multi-channel campaigns, and managing diverse teams in global environments. | We’re seeking a bold, culture-obsessed, results-driven marketing executive to lead our North America marketing strategy at a pivotal moment of brand and category expansion. As VP of Marketing, NA, you’ll lead growth strategy with a focus on building a culturally fluent, social first brand. You’ll drive omnichannel acceleration, from mass retail to DTC, while ensuring we stay unmistakably tonies at every touchpoint. You will partner closely with the global CMO to advocate for and influence global acquisition and retention strategies. You will also lead a local team to execute with excellence across social, PR, community, partnerships, content, and experiential. Please see detailed directions below for how to apply to this role. Work Location: Boston, MA Remote (Must be local to Boston, will work remotely/from home) Key Responsibilities: Own the Regional Omnichannel Strategy • 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. Drive Omnichannel Market Growth • Create campaigns that support both digital and retail channels, generating awareness, consideration, and conversion across touchpoints (tonies.com, Amazon, Target, Walmart, specialty retail, etc.). Lead Integrated Marketing Team • Manage and develop a cross-functional team including Social, PR & Influencer, Partnerships, Integrated Campaigns, and Creative Studio. Inspire a high-performance, collaborative culture focused on storytelling and measurable impact. 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 Retention • 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. Measure & Optimize • Ensure marketing investments are data-informed, focusing on KPIs that drive long-term value, brand equity, and commercial outcomes. Qualifications & Experience • 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,e 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. Mindset & Culture Fit • Curious, creative, and energized by making things happen • Bias for action, fast iteration, and high-quality output • Customer-obsessed, with empathy for both children and caregivers • Strategic but hands-on; loves owning execution • Brings energy, optimism, and a collaborative spirit to every challenge How to Apply: To be considered for this role, please send an email to us.recruiting@tonies.com with your resume and the responses to the two prompts below. Each answer should be no more than 500 words. Candidates who do not submit the written responses via email will not be considered. The tonies Talent Acquisition team will reach out to candidates directly who are selected to move forward in the interview process. • (In 500 words or fewer) Describe a past initiative or campaign you led that best reflects the kind of impact you would aim to bring to tonies. • Thinking about the mindset above, why are you the right person for a growth company like tonies right now? (250 words or fewer)