Head of Global Social Media (all genders)

##### 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:

tonies has created a new global consumer category, redefining the way children play and learn through screen-free, interactive audio. We’re looking for a Head of Global Social Media to define and drive tonies’ global social presence, setting the vision for how our brand shows up, engages, and grows across platforms. This role will combine creative storytelling with data-driven strategy to turn tonies into one of the most loved and talked-about parenting and kids’ brands online.

Reporting directly to the CMO, this leader will build the global social strategy, guide content direction, and partner with market teams in the U.S., U.K., DACH, France, and ANZ to deliver best-in-class storytelling and measurable results.

##### Your tasks and responsibilities will include:

Shape the global social vision

• Define the long-term vision and role of social media in tonie's brand ecosystem, ensuring social contributes meaningfully to awareness, engagement, community growth, and sales.
• Build and maintain a strong "outside-in" understanding of cultural trends, platform evolution, creator dynamics, and audience behaviors to inform strategy.
• Partner with brand and insights teams to articulate how social storytelling brings tonies' mission of screen-free play and active listening to life globally.

Brand storytelling & narrative development

• Establish clear content pillars and storytelling frameworks that express tonies' brand voice consistently across markets, while allowing for local creativity and nuance.
• Develop and evolve a differentiated social narrative that depends emotional connection with parents, celebrate kids' imagination, and amplifies brand love.
• Guide creative development for global tentpole moments and always-on storytelling, ensuring each initiative builds equity and distinctiveness over time.

Global social strategy & activation

• Lead the creation of global social playbooks, content strategies, and campaign frameworks that enable markets to execute effectively and efficiently.
• Drive clarity around the role of each platform (Instagram, TikTok, Youtube, Meta, etc.) within the funnel, from discovery and inspiration to conversion and advocacy.
• Oversee planning for global product launches and brand campaigns, ensuring social plays an integral role in building anticipation, participation, and share of voice.

Measurement & insight-driven optimization

• Define what success looks like for social globally, from reach and engagement to conversion and brand sentiment, and build a measurement framework that ties activity to business outcomes.
• Translate analytics and audience insights into actionable recommendations that inform creative direction, investment decisions, and cross-channel strategy.
• Partner with Performance, CRM, and eCommerce teams to ensure social learnings drive broader marketing optimization.

Leadership & collaboration

• Build and mentor a global social team that blends creative instinct with analytical rigor.
• Act as a strategic partner to market leads across the US, UK, DACH, France, and ANZ, sharing best practices, aligning on strategy, and fostering global collaboration.
• Champion the role of social within the broader marketing organization, inspiring teams to see it a driver of brand love, cultural relevance, and commercial growth.

##### What we are looking for:

• 8-12 years of experience leading social or digital marketing strategy for global consumer brands, ideally across lifestyle, entertainment, toy, or CPG categories.
• Proven success defining and scaling global social strategies that built brand love, community engagement, and measurable business growth across regions.
• Deep understanding of how creativity, culture, and data intersect; able to translate social insights into brand storytelling that drives both emotional connection and commercial results.
• Experienced in developing global frameworks that empower local markets to execute with consistency, creativity, and efficiency.
• Adept at partnering across Brand, Performance, Product, and Insights teams to ensure social plays an integral role in the broader marketing ecosystem.
• A confident, inspiring leader with exceptional communication skills; able to influence across teams and geographies, even without direct authority.
• Operates with an ownership mentality, balancing strategic vision with hands-on execution when needed.
• Thrives in a fast-moving, collaborative environments and brings positive, solutions-oriented energy to every challenge.
• BS/BA degree in Marketing, Communications, or related field; MBA of advanced degree preferred.