tonies is the world’s largest interactive audio platform for children with around 7.8 million Tonieboxes and more than 95 million Tonie 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. 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.
Senior National Account Manager (Hybrid) London
London, UK / Germany Remote
Full-time
Permanent employee
About tonies:
You as part of tonies:
Overview
At Tonies, we’re on a mission to bring the magic of audio to children everywhere. We are looking for an exceptional Senior National Sales Manager to act as the number two within our sales organisation, partnering closely with the Sales Director to drive the next phase of growth.
This role combines hands-on commercial ownership with strategic and analytical leadership. You will lead key retail relationships, shape our retail growth agenda and bring clarity through data to support decision-making at the highest level.
Your tasks and responsibilities will include:
What you will own:
1. Commercial Leadership & Account Ownership
- Own and develop key national retail and e-commerce accounts
- Lead commercial negotiations and customer planning
- Deliver against revenue, margin, and distribution targets
- Support execution of the overall retail and channel strategy
2. Strategic Growth & Channel Development
- Partner with the Sales Director to define where and how we grow in Retail
- Identify and size opportunities across:
- Grocery, specialty retail, and online marketplaces
- New customers, channels, and geographies
- Develop business cases and translate strategy into execution
3. Analytics, Forecasting & Commercial Insight
- Own forecasting, budgeting, and performance tracking for Retail
- Build robust frameworks, e.g. for customer and channel profitability, promotional effectiveness and ROI
- Optimise assortment, pricing, and promotional activity using data
- Translate data into clear insights and actions for leadership
4. Team Leadership & Cross-Functional Impact
- Line manage 1-2 National Account Managers
- Act as a key interface between sales, marketing, finance, and supply chain
- Ensure commercial plans are aligned with operational execution
5. Deputy to Sales Director
- Act as a trusted second-in-command
- Represent the Sales Director in internal and external settings
- Lead projects and initiatives on their behalf
- Step in to run the function when required
What we are looking for:
Experience
- Previous experience in FMCG / consumer goods sales or other commercial roles. Additional background in strategy roles or management consulting is a plus.
- Strong proven experience managing and growing national retail and/or e-commerce accounts
- Experience in high-growth, multi-channel businesses preferred
Capabilities
- Strong problem-solving skills with a data-driven mindset, able to move from data to insight to action quickly
- Strong understanding of pricing, promotions, and customer economics
- Advanced Excel/ modelling capabilities (or equivalent)
Ownership & Drive
- High level of ownership, pace, and ambition
- Comfortable operating in fast-moving, less structured environments
- Proactive in identifying and solving problems
Leadership & Influence
- Credible with senior stakeholders internally and externally
- Strong communicator
- Low ego, high impact leadership style
Why This Role
- True #2 position with real influence on strategy and execution
- High exposure to leadership and decision-making in a high growth company
- Opportunity to build a broad commercial skillset across retail and e-commerce
- Strong pathway to Head of Sales / Commercial leadership roles
Why tonies?
Office - 2 days a week in the London office (Tues & Thurs)
Time Away – 30 days annual leave + bank holidays, paid sick leave, bereavement leave, volunteering day plus bank holiday swaps and more.
Health & Wellbeing – Free Lunch on Tasty Tuesday, Private medical insurance via Vitality, mental health support with our Employee Assistance Program, life assurance (4x salary), free Calm subscription, Specsavers eye test voucher
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
Time Away – 30 days annual leave + bank holidays, paid sick leave, bereavement leave, volunteering day plus bank holiday swaps and more.
Health & Wellbeing – Free Lunch on Tasty Tuesday, Private medical insurance via Vitality, mental health support with our Employee Assistance Program, life assurance (4x salary), free Calm subscription, Specsavers eye test voucher
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
About us
Here at tonies, we are changing the way children listen to their favourite audio content, by making digital audio tangible. We have created a safe and playful way for children to experience stories, music and educational content that is loved by parents and children alike. By combining the best of digital technology with the magic and playfulness of figurines (the so-called Tonies), our screen-less toniebox provides the perfect platform to enjoy all the benefits and fun of great audio content, without adding to children’s screen time.