Responsibilities

• Own the Regional Omnichannel Strategy
• Own the North America trade and retail marketing strategy, ensuring brand strategy translates into compelling retailer storytelling, shopper conversion, and sustained sell-through across mass, specialty, and e-commerce partners.
• Develop and lead integrated marketing plans across DTC, retail, Amazon, and social commerce to drive brand visibility and commercial impact.
• Partner with sales and retail teams to develop retailer-specific marketing plans that bridge brand with key audiences.
• Lead breakthrough retail activations and shopper journeys that convert brand love into velocity.
• Create campaigns that support both digital and retail channels, generating awareness, consideration, and conversion across touchpoints (tonies.com, Amazon, Target, Walmart, specialty retail, etc.).
• Partner closely with Sales to align marketing investment to retail priorities, seasonal moments, and growth targets, translating brand demand into measurable retail velocity.
• Lead, develop, and scale a senior leadership team across Creative, Integrated Marketing, Social, PR, Influencer, Lifecycle, and Trade, setting vision, operating cadence, and performance standards for the North America marketing organization.
• Lead a best-in-class social media strategy, including in-house and creator-driven content, influencer partnerships, and real-time cultural engagement.
• Leverage social as a primary brand-building platform and growth driver, not just a channel.

Requirements

• 15+ years of experience, 3+ years in leadership of brand and/or integrated marketing experience in consumer products, with preference for entertainment, retail or youth brands
• Proven track record of leading multi-channel campaigns (social, earned, retail, digital) with real cultural and commercial impact
• Deep understanding of U.S. parent audiences, especially parents of toddlers and preschoolers
• Experience building brand awareness and driving retention through creative storytelling and community-first tactics
• Strong leadership presence; able to rally and grow a diverse, creative, and execution team
• Highly collaborative and experienced working in matrixed, global environments
• Proven success leading regionally nuanced campaigns within a global brand framework.
• Strong commercial acumen and ability to connect creativity to growth outcomes.
• A builder’s mindset: hands-on, adaptive, and obsessed with impact.