Director Marketing DACH

About tonies:
tonies is the globally leading interactive audio platform for children with more than 10 million Tonieboxes and 125 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. Tonieboxes have been activated in over 100 countries, the content portfolio includes around 1,400 Tonies 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.

You as part of tonies:
Join us in Düsseldorf and lead the integrated, full-funnel marketing strategy for our core DACH market

As the Director Marketing DACH, you will be a key member of the DACH Leadership Team, responsible for accelerating market growth and ensuring a consistent, premium consumer experience across all brand, retail, and digital touchpoints. You will be the orchestrator of how consumers are engaged throughout their entire lifecycle, from awareness to loyalty.

Your tasks and responsibilities will include:

• Define and Execute Strategy: Lead the integrated, full-funnel marketing strategy for the DACH region, translating global brand direction into locally resonant campaigns, storytelling, and creative.
• Team Leadership: Lead and develop the three DACH marketing sub-teams: Brand Communication (campaigns, PR, social), Trade & Activation (retail activation, shopper marketing), and the Growth Team (lifecycle marketing, digital experience).
• Budget Ownership & ROI: Own the DACH marketing budget, including annual planning, allocation, forecasting accuracy, and driving ROI accountability across all marketing sub-teams.
• Omnichannel Alignment: Partner closely with global and local stakeholders to align commercial plans, product positioning, and launch narratives with marketing strategy.
• Customer & Global Alignment: Act as the primary DACH interface to the Global CMO organization, ensuring global frameworks are properly localized and informed by local consumer needs and customer happiness insights.
• Local Execution: Oversee the high-quality local execution of brand campaigns, retail activation, CRM, lifecycle marketing, and digital customer experience.

What we are looking for:

• Experience: 10+ years of experience in brand, digital, or full-funnel marketing leadership roles.
• Financial Acumen: Strong experience managing multi-million-euro marketing budgets with proven ROI discipline.
• Marketing Expertise: Deep understanding of full-funnel marketing, including CRM, lifecycle marketing, digital experience, retail activation, and social/influencer ecosystems.
• Leadership: Demonstrated ability to lead and develop a multi-disciplinary marketing team and drive cross-functional influence across Sales, Portfolio, and Global teams.
• Language: Fluent in German and English.
• Global Mindset: Experience in matrix/global organizations is preferred.

Why tonies?

• 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).
• 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:
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

Esther Sommerfeld

Team Lead Talent Acquisition - Central