Overview

At Tonies, we’re on a mission to bring the magic of audio to children everywhere. As Head of Global Brand, you will champion and evolve the tonies® brand worldwide, setting a clear strategic vision and bringing it to life across every market and touchpoint. Acting as the central connector between global teams, local markets, and external partners, you will drive alignment, consistency, and long-term brand growth. Managing a team of four, you will lead the creation of impactful integrated campaigns, ensure a unified brand positioning, and equip regional market teams (DACH, UK, US, FR, and ANZ) with the tools and guidance they need to execute effectively. This role is ideal for a visionary, collaborative brand leader who can balance strategic clarity with agile execution to deliver fast, effective campaigns that strengthen brand love, fuel customer acquisition, and increase lifetime value across regions.

Campaign Development

• Lead the creation of insight-led global integrated marketing campaigns that drive awareness, customer acquisition, and CLV expansion.

• Determine the optimal global campaign toolkit to ensure consistency, efficiency, and seamless localisation.

• Collaborate closely with Global Growth, Retention, Product Marketing, Creative, and Insights teams to develop global campaigns that are channel-optimised and grounded in robust data and consumer insights. 

• Lead the relationship with our agency partner, ensuring all campaigns align with strategic objectives and are delivered in full, on brief, and on time, while raising the creative bar.

Global Brand Strategy

• Define and maintain consistent brand messaging, positioning, and brand identity across all global communication channels, while adapting thoughtfully to cultural nuances in each market.

Process & Framework Development

• Develop processes to ensure quality local market inputs, consistent alignment between global brand and local marketing and iterative process for improvements.

Performance Tracking & Optimisation

• Establish and track KPIs that measure the effectiveness of global marketing campaigns.

• Analyse performance results to identify opportunities for optimisation and continuous improvement.

• Assess cross-market collaboration success based on business goals and performance outcomes.

Asset & Toolkit Governance

• Ensure globally produced assets are effectively used by local teams and adapted appropriately for regional needs.

• Identify and maximise synergy potentials across local marketing teams to increase efficiency and consistency.

• 10+ years in global brand management, integrated marketing, campaign management, or related roles.

• Expertise in partnering with agencies to lead multi-channel, integrated global campaigns from brief to execution.

• Excellent communication skills with the ability to influence senior leaders and inspire cross-functional teams.

• Strong command of performance metrics, KPIs, and insights-driven optimisation.

• Experience developing and implementing scalable workflows, frameworks, and toolkits.

• Strong track record of partnering with Creative, Growth, Product Marketing, Consumer Insights, and regional marketing functions.

• Ability to inspire teams, fostering a culture of quality and continuous improvement.

Flexibility – Hybrid working with two days in the London office (fixed days - Tuesdays and Thursdays), up to 30 days working abroad, and Summer Hours (June-August)..

Time Away – 30 days annual leave + bank holidays, 3 Wellbeing Days, paid sick leave, bereavement leave, volunteering day plus bank holiday swaps and more.

Health & Wellbeing – Private medical insurance via Vitality, mental health support with our Employee Assistance Program, life assurance (4x salary), free Calm subscription, Specsavers eye test voucher, lunch on Tasty Tuesday and more. 

Financial & Career Growth – Competitive salary, pension match up to 4%, £200 learning & development budget, and Babbel subscription.

Family & Lifestyle Perks – Enhanced maternity & paternity leave, Tonies gifts for major life events, and exclusive staff discounts.
Equity and Diversity

At tonies, we’re passionate about sparking imagination and joy in childhood—and that same energy drives how we build our team. We believe everyone should feel empowered to grow, contribute, and thrive, both at work and in life. That’s why it’s important for tonies to create an environment where all voices are heard, valued and respected, regardless of background or experience. Our stories, content, I&D Champion Group and tonies team are shaped by a wide range of perspectives, and we actively seek out individuals who bring fresh ideas and unique experiences to the table.
Tonies is committed to fostering an inclusive and accessible experience for all candidates. If you need any accommodations to support you during the recruitment process, please contact your Recruitment Partner. 

The Recruitment Process  

• Intro call with the People & Culture talent team 
• Virtual call with the Hiring Manager 
• Case study interview
• Final stage with general manager
   

Ready to join us? Apply today to help us create joyful moments for children and families worldwide.