Director of Product Marketing

2 Months ago • 15 Years + • Product Management

Job Summary

Job Description

The Director of Product Marketing at tonies will drive product and go-to-market (GTM) strategy, acting as the expert on customer needs. Responsibilities include shaping market context, defining positioning and messaging across segments, leading packaging strategy, driving global GTM plans for product launches, and developing strategies for customer retention. The role requires strong leadership, exceptional communication skills, and extensive experience in global consumer brands, particularly within the toy industry, encompassing both North American and European markets.
Must have:
  • 15+ years product marketing experience in global consumer brands
  • Substantial experience in the toy industry
  • Expertise in North American and European markets
  • Experience with omnichannel retail
  • Proven leadership in product messaging, competitive analysis, GTM strategy
Perks:
  • Global Teamwork
  • Flexible Working
  • Continuous Learning
  • Language Learning & Relaxation
  • Discounts on tonies products
  • 30 days paid annual leave + additional days off
  • toniecation days (unpaid leave)
  • Mobility options (transport, parking, bicycle)
  • Enhanced Security (pension, insurance)

Job Details

About tonies:
tonies is the world’s largest interactive audio platform for children with around 8 million Tonieboxes and more than 100 million Tonies figurines 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. As the original category creator in interactive audio for children, tonies stands apart in its pioneering approach and market leadership.

Tonieboxes have been activated in over 100 countries, the content portfolio includes more than 1,100 Tonies figurines 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:
We are seeking an experienced product marketing leader to drive product and GTM strategy across the business. You will be the expert on our customer needs, drive messaging and positioning strategy, influence the product roadmap with customer and competitive insights, and orchestrate the production of compelling content and enablement across the organization.
Your tasks and responsibilities will include:

Drive market context. Builds and maintains the necessary “outside-in” context of the market, consumers and competitors for the organization. Help shape the organziations’ perspective on what should we build for who, closely collaborating with global consumer insights, product and content teams.

Positioning and messaging. Establish a differentiated positioning and narrative for individual segments within the product portfolio. Define the market opportunity, target customer, buyer persona and create clear communications that accelerate them through the purchasing funnel. Establish clear value propositions for consumer and retailer communications.

Packaging. Leads the development and management of the packaging strategy, collaborating with the brand team on the execution. Develop product bundles, promotional, and point of purchase messaging and executions.

GTM and product launch. Drive the global GTM plan for product launches including on time delivery of the strategy and global toolkit to ensure local success. Global toolkit includes the briefing, strategy content, partnerships, and activations. It also includes development of retail and internal support materials.

Customer Retention. Develop understanding of customer lifetime for specific product segments and how to then transition customers seamlessly across the product portfolio.
What we are looking for:
  • **Candidates must be currently located in the UK (London), France (Paris), the US (Boston) or Germany (ideally Düsseldorf)**

  • 15+ years of product marketing experience at global consumer brands, with substantial experience in the toy industry (essential).  
  • Strong expertise across both North American and European markets is required, including a deep understanding of omnichannel retail in these regions.
  • Proven leadership for global  product messaging, competitive analysis and positioning, product launch management, pricing, GTM strategy, sales enablement, and customer insights to inform strategic campaigns that help drive customer acquisition, retention, and expansion.
  • Clear wins in developing and executing  product messaging and positioning globally for consumers that disrupted the marketplace. 

  • Excellent collaboration and organization skills, excelling at both high-level thinking and execution as well as influencing and inspiring others to achieve a common goal.

  • Exceptional written and verbal communication skills. This role demands someone who superpower is communicating effectively across multiple stakeholders.

  • BS/BA degree in Marketing, Business, Product Development, or related field (MBA highly preferred)

Why tonies?
Benefits vary by location; the details below apply to our Germany-based roles.
  • 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).
  • Flexible Working: Equipped with individual equipment, you can work remotely for up to 5 days in consultation with your team - depending on your area of responsibility. And if you're up for a workation, you can work from abroad for up to 30 calendar days per year.
  • 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!

Florina Varga
Senior Recruiting & Onboarding Partner

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About The Company

tonies® is the world’s largest interactive audio platform for children with more than 6.8 million Tonieboxes and 82 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 more than 1,100 Tonies figurines in several languages. 

Düsseldorf, North Rhine-Westphalia, Germany (Hybrid)

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