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.
CRM Manager, UK (Hybrid) London
London, UK / Germany Remote
Full-time
Permanent employee
About tonies:
You as part of tonies:
Overview
At tonies®, we’re building more than customer journeys, we’re creating magical lifelong relationships with families. As UK CRM Manager, you’ll play a pivotal role in turning one-time purchasers into deeply engaged Tonies fans by designing smart, joyful, and highly personalised CRM experiences that inspire repeat purchase, deepen brand love, and maximise customer lifetime value.
You’ll own the planning, execution, and optimisation of CRM across multiple channels, ensuring every touchpoint, from first purchase to years into the tonies® journey feels relevant, seamless, and delightfully on-brand. This is a role for someone who combines creativity with commerciality, using data, automation, and customer insight to unlock retention at scale.
Your tasks and responsibilities will include:
Build, develop and execute CRM campaigns across email, push notifications, SMS, and other owned channels
Build and optimise automated customer journeys across the lifecycle journey
Create audience segmentation strategies to improve targeting and personalisation
Manage campaign calendars, timelines, and end-to-end delivery of CRM activity
Analyse campaign and customer performance data to identify insights and optimisation opportunities
Conduct A/B testing to continuously improve engagement and conversion rates
Collaborate cross-functionally with marketing, product, creative, and analytics teams to deliver campaigns on time, including last-minute requests where required
Take ownership of CRM workflows and timelines, managing creative design/briefing
Ensure CRM best practices, data accuracy, and compliance with GDPR and privacy regulations
Support reporting on CRM KPIs, including retention, engagement, and customer lifetime value, while owning the wider CRM discount strategy—defining the approach and mechanics, and establishing a regular reporting cadence to monitor performance and impact
Partnering closely with the global CRM team to localise and implement global CRM flows tailored to the UK market
Partnering with the Customer Happiness team to efficiently manage and resolve customer queries relating to CRM campaigns and promotional codes
What we are looking for:
Experience in CRM, lifecycle marketing, or customer engagement roles
Hands-on experience using Braze CRM platform
Strong understanding of customer segmentation, automation, and personalisation strategies
Experience building and managing multi-channel CRM campaigns
Analytical mindset with the ability to interpret campaign data and performance metrics
Strong organisational skills with the ability to manage multiple priorities and deadlines independently
Excellent cross-functional collaboration and stakeholder management skills
A proactive, self-starting attitude with strong ownership and accountability
Detail-oriented and committed to delivering high-quality work
Why tonies?
Office - 2 days a week in the London office (Tues & Weds)
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.