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 E-Commerce Manager (Hybrid) London - 12 Month FTC
London, UK / Germany Remote
Full-time
Permanent employee
About tonies:
You as part of tonies:
Overview
At tonies®, we’re on a mission to transform how children experience stories, music, and learning —creating magical screen-free experiences that families love. As we continue to scale across the UK, we’re looking for an exceptional Senior Ecommerce Manager to take ownership of our UK Direct-to-Consumer channel (web & app) during a pivotal 12-month fixed term contract.
This is a rare opportunity to step into a highly strategic, commercially critical leadership role at one of the world’s fastest-growing children’s brands. You’ll own the strategy, trading performance, and long-term growth of the UK DTC business shaping how tonies shows up digitally, driving sustainable revenue and margin growth, and ensuring our web & app ecosystem plays a leading role in our broader UK commercial strategy. You will lead the UK DTC channel as a true business owner, balancing short-term commercial performance with long-term customer and brand value.
Your tasks and responsibilities will include:
Drive Commercial Performance
Own UK DTC revenue and trading performance across web & app
Lead weekly, monthly, and peak trading reviews, forecasting, and reporting
Set promotional strategy in partnership with the UK Marketing Director and ensuring guardrails are set across pricing, product, and campaign timing
Define and optimise CRO priorities to improve conversion, AOV, and customer value
Lead category forecasting, scenario planning, and capacity forecasting with Operations
Lead Cross-Functionally:
Partner closely with Retail, Marketplaces, Finance, Product, Global Digital, and Brand teams
Lead and develop 1 direct report (Ecommerce Manager) driving high standards and strong execution
Use customer reviews and insights strategically to improve growth and customer experience
What we are looking for:
This role is ideal for a highly commercial ecommerce leader who thrives at both strategic and operational altitude.
You’ll likely bring:
Extensive experience in senior ecommerce or digital commerce roles
Proven ownership of ecommerce channels generating £25M+ revenue
Strong commercial and strategic thinking, with the ability to balance immediate trade with long-term brand growth
Deep expertise across ecommerce ecosystems: web, app, UX, CRO, CRM
Strong forecasting, P&L, scenario planning, and capacity planning experience
Experience leading cross-functional teams across marketing, retail, marketplaces, product, and operations
Exceptional communication and stakeholder management skills
Confidence operating at pace in a dynamic, fast-growth business
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.