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tonies® USA · 1 day ago

Vice President, Marketing - North America

United States

Full-time

Remote

Director/Executive

15+ years exp

tonies USA is seeking a bold, culture-obsessed, results-driven marketing executive to lead their North America marketing strategy at a pivotal moment of brand and category expansion. As VP of Marketing, you will oversee the growth strategy, focusing on building a culturally fluent, social-first brand while managing three core pillars: Creative & Content, Integrated Marketing, and Trade & Retail Marketing.

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Responsibilities

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

Qualification

Integrated marketingBrand strategyMulti-channel campaignsLeadership experienceConsumer products experienceCultural relevanceCommunity engagementCustomer obsessionCollaborationCreativity

Required

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

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