Director of Product Marketing (all genders)

Contrat à durée indéterminée (CDI), Temps plein · US - East Coast

About tonies:

tonies® is the world’s largest interactive audio platform for children with around 9.3 million Tonieboxes and 119 million Tonies 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.Founded in 2013 by two fathers in Germany, where every second child now owns a Toniebox, the company is replicating its successful business model and expanding internationally. tonies brings the joy and magic of interactive audio entertainment and audio education to children around the world, with products available in over 28 countries on 4 continents and more to come. Tonieboxes have already been activated in over 100 countries.

tonies offers a range of more than 1,300 Tonies figurines to be placed on top of the Toniebox and around 4,400 digital titles through mytonies (library and app) – ranging from tonies Originals productions to content from around 400 licensing partners worldwide, including Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, Sony Music and many more.With an average playtime of ~270 minutes per week it is the perfect everyday companion for little ones.tonies has more than 560 employees, achieved a group revenue of €481 million in the last fiscal year 2024 (+33% YoY) and is listed on the Frankfurt Stock Exchange (tonies SE).

You as part of tonies:

tonies has created a new global consumer category, redefining the way children play and learn through screen-free, interactive audio. We are looking for an experienced and strategic Director of Product Marketing to elevate our product marketing function and connect our portfolio to the needs of families worldwide. Reporting into the Chief Marketing Officer, you will be responsible for defining product-level strategy, shaping the go-to-market approach, and ensuring that each tonies product contributes to our broader mission of building a global iconic brand.

Your tasks and responsibilities will include:

Shape the product narrative

Define compelling, insight-driven narratives for each product line that ladder up to tonies’ global category leadership.
Builds and maintains the necessary “outside-in” context of the market, consumers and competitors for the organization.
Help shape the organizations’ perspective on what should we build for who, closely collaborating with global consumer insights, product and content teams. Partner with global brand and content teams to ensure products tell a consistent story that resonates across markets.

Positioning and messaging

Establish a differentiated positioning and narrative for individual segments within the product portfolio. Establish clear value propositions for consumer and retailer communications.
Define the market opportunity, target customer, buyer persona and create clear communications that accelerate them through the purchasing funnel. Create messaging frameworks and communication strategies that accelerate consideration and purchase across channels.
Balance emotional resonance (parents and children) with functional benefits (safety, learning, screen-free play).

Go-to-market strategy & product launches

Own global GTM strategy for new products, delivering playbooks and toolkits that enable local market success. Global toolkit includes the briefing, strategy content, partnerships, activations, and the development of retail and internal support materials.
Coordinate across brand, content/licensing, and sales to activate seamless retail, e-commerce, and DTC launches.
Develop retailer sell-in stories and sales enablement tools that strengthen distribution and merchandising impact.

Packaging & Merchandising

Leads the development and management of the packaging strategy, collaborating with the brand team on the execution. Lead packaging strategy as a critical storytelling touchpoint.
Partner with brand and retail teams on packaging, bundling, promotions, and point-of-sale activations that differentiate tonies in-store.

Consumer Lifecycle & retention

Use customer insights and data to understand CLV, retention, and portfolio engagement.
Develop strategies that transition customers seamlessly across products, driving loyalty and cross-sell within the ecosystem.

Licensing & content collaboration

Partner with content/licensing teams to bring IP-driven products to market with impact.
Ensure co-marketing activations align with partner requirements while reinforcing tonies’ brand narrative.

Leadership & cross-functional influence

Build and mentor a high-performing product marketing team.
Champion the voice of the customer across product, content, brand, and commercial teams.
Collaborate closely with local market teams to ensure global strategy adapts to local context.

What we are looking for:

**Candidates must be currently located in the UK (London), the US (Boston) or Germany (ideally Düsseldorf)**
15+ years of experience in product marketing for a global consumer brand, with proven success across NA and EMEA retail and e-commerce.
Track record of defining product positioning and GTM strategies that disrupted the marketplace and drove significant growth.
Expertise in insights-driven marketing, product launches, packaging, pricing, and lifecycle strategies.
Experience integrating retail and DTC strategies to maximize customer acquisition, retention, and lifetime value.
Strong collaboration skills with licensors/content partners and local market teams
Exceptional leadership and communication skills — able to inspire, influence, and drive alignment across diverse global stakeholders.
Operate with an ownership mentality, leaving their thumbprint on the product marketing function.
Balance strategic vision with hands-on execution.
Bring positive, solution-oriented energy while navigating ambiguity.
Collaborate across functions and geographies with a global mindset.
BS/BA degree in Marketing, Business, or related field; MBA highly preferred.

*This is an excellent opportunity for a senior manager in a larger organization looking to advance into a director-level leadership role, managing one direct report.

Why tonies?

Benefits vary by location; the details below apply to our Germany-based roles.

Global Teamwork: We collaborate across departmental and country borders on our vision to bring the Toniebox into every child's room in the world.
Come as you are: This applies not only to the dress code but also to everything else. Because only where you truly feel comfortable can you give your best.
Mobility: Choose the option that suits you best - a Deutschlandticket (public transport ticket) for unlimited mobility, a monthly contribution for an office parking space, a leasing bicycle, or a remote work subsidy.
Enhanced Security: Benefit from subsidies for company pension plans, occupational pension schemes, and occupational disability insurance.
Rest & Time Off: Enjoy 30 days of paid annual leave as well as three additional days off such as Rosenmontag, Christmas Eve, and New Year's Eve. After one year of employment, you can also use up to 10 "toniecation days" (unpaid leave days).
Flexible Working: Equipped with individual equipment, you can work remotely for up to 5 days in consultation with your team - depending on your area of responsibility. And if you're up for a workation, you can work from abroad for up to 30 calendar days per year.
Continuous Learning: Benefit from our internal and external training opportunities as well as an individual learning budget to continuously expand your knowledge.
Language Learning & Relaxation: Improve your communication skills with the language learning app Babbel and find relaxation through our access to the meditation app Calm.
Discounts: Benefit from attractive discounts on our entire range of tonies products.

Good to know:

Please note: The hiring team for this position conducts the recruitment process in English. We kindly ask that you submit your application documents in English.

As part of our principles, we are committed to supporting inclusion and diversity at tonies®. We actively celebrate our colleagues’ different abilities, ethnicities, faith and gender. Everyone is welcome and supported in their development at all stages in their journey with us.

We look forward to hearing from you!

Florina Varga
Senior Talent Acquisition Manager

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