Overviewtonies is the world’s largest interactive audio platform for children. The Brand Manager is responsible for implementing global brand strategies within the local market, adapting global campaigns, and ensuring branding aligns with local consumer needs and market trends. The role focuses on maximizing the impact of global toolkits while overseeing the production of additional local content as needed.

Key Responsibilities

Collaborate with the global brand team to adapt the global brand toolkit for the UK market. Work with local marketing channel owners to ensure UK-specific requirements are incorporated.

Provide input to the global team on local market needs and campaign effectiveness to refine global strategies on a quarterly basis.

Manage the adaptation and implementation of global campaigns, including translating materials and tailoring messages to the local audience.

Contribute to production content for global campaigns to align with local needs.

Lead photography, videography and production briefs for UK-specific local campaigns, coordinating with Creative and channel owners to meet brand guidelines.

Develop and maintain relationships with external agencies for Out of Home media to produce high-quality, cost-effective local materials.

Track national brand awareness with the global team and collaborate with the UK Marketing Director on consumer insights for the UK market; propose strategic branding adjustments as needed.

Manage the local Out of Home marketing budget and ensure activities are delivered within financial constraints.

Work with central brand teams and other local markets to ensure consistency of branding and compliance with local regulations and cultural norms.

Manage relationships with the local OOH media agency, aligning on strategy, targeting, channels and phases.

Oversee asset development with the Creative Team to ensure deadlines are met for local and global campaigns; ensure creative aligns with the brand’s tone and vision.

Localise global assets to ensure relevance to UK audiences while maintaining brand consistency.

Creative and Campaign Workflow

Coordinate with the Creative Team and Creative Project Manager to oversee asset development and deadlines for all local and global campaigns.

Ensure all creative aligns with the brand’s tone, vision, and strategic objectives; localise assets as needed.

Public Relations and Insights

Work with PR managers and external agencies to build Tonies’ strategic PR.

Develop a press plan with always-on and seasonal moments to build the Tonies brand and drive excitement for new product launches.

Engage with societal-relevant topics to establish a theme-based PR approach and increase brand relevance.

Strategic Research and Insight

Collaborate with global teams to monitor brand health for the UK market and use insights to inform strategic decisions and refine the brand’s plans.

Product Marketing

Use marketing to drive awareness of product use cases and the breadth of the product portfolio. Work with Trade, Ecommerce and Amazon teams to aid discoverability and drive conversions.

Are you our perfect new colleague?

Proven experience in leading brand strategy and creative direction within a consumer-focused organization.

Expertise in managing multi-channel media campaigns (digital, ATL, social media).

Strong leadership with experience managing cross-functional teams and external agencies.

Exceptional communication and presentation skills with ability to influence stakeholders.

Analytical mindset with experience using research and insights to inform decisions.

Passion for creativity and innovation with a deep understanding of the UK market and cultural trends.

What we offer

Flexibility – Hybrid work with two days in the London office, 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.

Health and Wellbeing – Private medical insurance, mental health support, life assurance (4x salary), Calm subscription, eye test voucher, and more.

Financial and Career Growth – Competitive salary, pension match up to 4%, learning and development budget, and language subs.

Family and Lifestyle Perks – Enhanced maternity/paternity leave and staff discounts.

Diversity and Inclusiontonies is committed to fostering an inclusive and accessible experience for all candidates. If you need accommodations during the recruitment process, please contact the recruitment partner.

Recruitment Process

Intro call with People and Culture talent team

Virtual call with the Hiring Manager

In-person case study interview with the Hiring Manager

Final stage with key peers and General Manager

This process should take around 3–4 weeks; we aim to be flexible with schedules. Ready to join us? Apply today to help us create joyful moments for children and families worldwide.

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