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, North America, 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 oversee three core pillars: Creative & Content, Integrated Marketing, and Trade & Retail Marketing, ensuring they operate as a single, high-performing growth engine.

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.

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.

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.).

• 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.

• 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.

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

• 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.