Vice President of Marketing
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Job Description
Vice President leading North American marketing for tonies’ screen-free children’s audio platform. Driving social-first brand growth, omnichannel retail, DTC, lifecycle, and cultural campaigns.
Responsibilities:
- Own the North America trade and retail marketing strategy across mass, specialty, and e-commerce partners
- Develop and lead integrated marketing plans across DTC, retail, Amazon, and social commerce
- Partner with sales and retail teams on retailer-specific marketing plans
- Lead retail activations and shopper journeys that drive conversion and velocity
- Create campaigns supporting digital and retail channels across tonies.com, Amazon, Target, Walmart, specialty retail, and social commerce
- Align marketing investment with retail priorities, seasonal moments, and growth targets
- Lead, develop, and scale a senior marketing leadership team across Creative, Integrated Marketing, Social, PR, Influencer, Lifecycle, and Trade
- Set vision, operating cadence, and performance standards for the North America marketing organization
- Lead social media strategy, creator content, influencer partnerships, and real-time cultural engagement
- Develop UGC, earned media, and community programs to drive organic reach and brand fandom
- Identify and activate culturally relevant moments through creative and earned storytelling
- Champion customer lifecycle marketing across CRM, loyalty, and community
- Partner with global retention, analytics, product, and content teams to drive repeat use, loyalty, and advocacy
- Bridge global brand strategy with U.S. execution and advocate for local market needs
- Serve as the senior marketing voice for North America in executive forums
- Partner with the President/GM on regional growth strategy and commercial goals
- Own marketing measurement and performance accountability, defining KPIs linked to brand health, household growth, retail velocity, and lifetime value
- Translate performance data into executive insights to inform budgets, channel mix, and prioritization
- Partner with Finance, Sales, and Analytics to assess incrementality and optimize ROI
Requirements:
- 15+ years of experience
- 3+ years in leadership of brand and/or integrated marketing experience in consumer products
- Preference for experience in entertainment, retail, or youth brands
- Proven track record of leading multi-channel campaigns across social, earned, retail, and digital channels
- 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 and ability 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
- 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
- Candidates must be based in the United States
- Required cover letter submission answering the specified prompt in 500 words or fewer
Benefits:
- Remote work
- Permanent employee status
- Required travel: domestic and international travel (30–40%)
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