Director, Integrated Marketing - North America

tonies is seeking a Director of Integrated Marketing for North America to lead and execute an end-to-end marketing strategy, with a strong focus on social, PR, and storytelling. This senior role involves defining integrated marketing strategies, owning annual planning, and overseeing major campaigns and product launches across brand, influencer, lifecycle marketing, CRM, and go-to-market initiatives for the US and Canada. The Director will act as a central integrator between various marketing and cross-functional teams, ensuring alignment with business goals and growth targets.

Must Have

• Define and execute North America’s integrated marketing strategy, priorities, and objectives.
• Own annual integrated marketing planning, aligning with business goals and growth targets.
• Translate business strategy into clear, executable marketing plans across owned and earned channels.
• Lead end-to-end planning and execution for major campaigns, product launches, and seasonal initiatives.
• Coordinate launches across Brand & Creative, PR & Earned Media, Social & Influencer/Community, and Lifecycle (Email/SMS).
• Own the North American brand narrative, positioning, and storytelling.
• Lead PR and earned media as a strategic growth lever.
• Oversee social media, defining platform roles, content strategy, and community engagement.
• Guide influencer programs with a scalable, performance-driven framework.
• Act as the primary integrator between Marketing and cross-functional partners.
• Represent North America in global marketing forums and adapt global campaigns.
• Build, lead, and scale a high-performing, multidisciplinary team.
• Define and monitor KPIs across integrated campaigns and channels.
• 10+ years of progressive marketing experience, including leadership at Director level.
• Proven success leading complex, cross-channel marketing strategies in a matrixed organization.
• Strong ability to translate ambiguous business problems into clear, executable marketing plans.
• Experience influencing senior leaders and reconciling competing stakeholder priorities.
• Deep understanding of brand marketing, PR, social, influencer strategy, and integrated GTM.
• Experience working with global teams and balancing local vs. global needs.
• Consumer brand experience (family, kids, lifestyle, or retail-driven categories preferred).

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:

The Director of Integrated Marketing, North America is a senior marketing leader responsible for setting and executing an integrated, end-to-end marketing strategy with social, PR, and storytelling at the core - spanning brand, influencer, lifecycle marketing, CRM, and go-to-market campaigns across the US and Canada.

The role serves as the central point of integration between Brand, Growth, Product Marketing, Trade, E-commerce, and Global Marketing.

Your tasks and responsibilities will include:

Integrated Marketing Strategy & Leadership

• Partner with senior marketing and business leadership to define North America’s integrated marketing strategy, priorities, and objectives.
• Own the annual integrated marketing planning process for North America, aligning brand, social, PR, lifecycle, and GTM priorities to business goals and growth targets.
• Translate business and segment strategy into clear, executable marketing plans across all owned and earned channels.
• Make final decisions on marketing implementation to ensure clarity, focus, and operational effectiveness.
• Contribute to functional strategies with medium- to long-term impact (up to 5 years) on the success of the marketing organization and broader business.

Campaign, Launch & Go-to-Market Ownership

• Own end-to-end planning and execution for major campaigns, product launches, and seasonal initiatives.
• Ensure launches are coordinated across:
• Brand & Creative
• PR & Earned Media
• Social & Influencer/Community
• Lifecycle (Email/SMS)
• Establish success metrics, timelines, and accountability to ensure programs meet budget, quality, and schedule requirements.

Brand, PR & Social Leadership

• Own the North American brand narrative, positioning, and storytelling across channels.
• Lead PR and earned media as a strategic growth lever, shaping narratives around product launches, cultural moments, brand purpose, and executive thought leadership in partnership with agencies and internal stakeholders.
• Oversee social media as a primary brand and growth channel, defining platform roles, content strategy, creator partnerships, and community engagement across organic and influencer-led programs, while ensuring social insights inform broader brand and performance marketing decisions.
• Partner closely with Growth and Global teams to ensure high-performing social content is designed for amplification and informs paid social creative strategy.
• Guide influencer program with a scalable, performance-driven framework.
• Ensure brand activations are insight-driven, culturally relevant, and aligned with global brand standards.

Cross-Functional & Global Collaboration

• Act as the primary integrator between Marketing and cross-functional partners including Product Marketing, Trade Marketing, E-commerce, Customer Happiness, and Sales.
• Represent North America in global marketing forums; reconcile regional needs with global strategy and frameworks.
• Adapt and localize global campaigns while preserving brand consistency and strategic intent.

Team Leadership & Organizational Effectiveness

• Build, lead, and scale a high-performing, multidisciplinary team across Brand, PR, Social, and Influencer, fostering clear ownership, strong collaboration, and consistently high output.
• Set a clear vision, operating rhythm, and performance standards for the team, including goal-setting, prioritization, and accountability aligned to business outcomes.
• Provide coaching, performance management, and clear prioritization to enable high-impact execution.
• Assess team structure, workflows, and capability gaps; contribute to future workforce planning.
• Foster a culture of collaboration, accountability, and operational rigor.

Measurement, Optimization & Decision-Making

• Define and monitor KPIs across integrated campaigns and channels.
• Translate performance data into clear executive narratives, tradeoffs, and recommendations that inform investment, prioritization, and roadmap decisions.
• Provide senior leadership with clear insights, tradeoffs, and recommendations.

What we are looking for:

• 10+ years of progressive marketing experience, including leadership at the Director level.
• Proven success leading complex, cross-channel marketing strategies in a matrixed organization.
• Strong ability to translate ambiguous business problems into clear, executable marketing plans.
• Experience influencing senior leaders and reconciling competing stakeholder priorities.
• Deep understanding of brand marketing, PR, social, influencer strategy, and integrated GTM.
• Experience working with global teams and balancing local vs. global needs.
• Consumer brand experience (family, kids, lifestyle, or retail-driven categories preferred).

We are looking forward to hearing from you!

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