Growth Marketing Manager - North America

About tonies::
tonies is the globally leading interactive audio platform for children with more than 10 million Tonieboxes and 125 million Tonies 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 around 1,400 Tonies 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.

You as part of tonies::
We’re looking for a Growth Marketing Manager to own performance marketing across North America. This role is accountable for delivering North America performance marketing media targets through management of external agency partners and close collaboration with internal stakeholders. You will own performance against customer acquisition, revenue and efficiency goals, while setting channel priorities, budgets, testing agendas and execution standards.

A successful candidate will combine strong commercial judgement with enough hands-on platform knowledge to challenge agency recommendations, spot opportunities quickly and raise performance standards across the region. You will partner closely with U.S. market and product team stakeholders to ensure paid media investments drive measurable business growth.

Your tasks and responsibilities will include::
North America Performance Management

• Own North America paid media performance against agreed targets including new customers, CAC, revenue and ROAS.

• Lead the relationship, governance and performance standards of our media agency partner across Meta, Google, TikTok and YouTube.

• Set clear weekly, monthly and quarterly priorities for agency partners and ensure delivery against plan.

• Review performance regularly, challenge recommendations, and hold partners accountable for optimisation quality and pace.

• Reallocate budgets across channels based on results, seasonality and growth opportunity.

• Ensure strong operational standards across tracking, UTMs, feeds, naming conventions, pixels and reporting accuracy.

Experimentation Roadmap

• Own the North America testing roadmap across creative, audiences, bidding models, campaign structures and landing pages.

• Prioritise high-impact tests across agency and internal teams with clear hypotheses, success metrics and implementation timelines.

• Scale winning initiatives quickly and stop underperforming activity without delay.

• Identify new growth levers, betas and platform opportunities with clear commercial upside.

• Use insights from tests to improve future planning, forecasting and channel mix decisions.

Cross-Channel Orchestration

• Coordinate activity across paid social, search, affiliate, creator and upper-funnel media so channels work as one system.

• Align audiences, creative assets, messaging, promotions and retargeting strategies.

• Identify opportunities where one channel can improve another, including stronger demand capture, remarketing efficiency and retail halo impact.

• Ensure paid media plans support wider commercial priorities including launches, promotions and peak trading periods.

Measurement, Reporting & Insights

• Deliver clear weekly, monthly and quarterly performance updates with actions, risks, opportunities and recommendations.

• Partner with analytics and agency specialists to improve attribution, forecasting, incrementality testing and funnel measurement.

• Explain performance changes clearly, linking channel results to revenue, customer growth and efficiency outcomes.

• Contribute to monthly business reviews and senior stakeholder updates with concise commercial narratives.

Cross-Functional Leadership

• Share scalable learnings, winning tests and market insights with other regional growth managers.

• Partner with creative teams to improve asset performance through clear inputs into the briefing process and fast feedback loops.

• Act as the primary performance marketing contact for US stakeholders.

Platform Expertise & Market Awareness

• Maintain strong knowledge of Meta, Google, TikTok and YouTube advertising products and best practices.

• Stay ahead of platform changes, privacy developments, auction shifts and emerging tools.

• AI first mindset, and with keen interest in experimenting across AI platforms and tools.

• Represent tonies in partner meetings with major media platforms and vendors.

What we are looking for::
Experience

• 4-6+ years of strong paid media experience across Meta, Google, YouTube and TikTok. 

• Proven track record delivering profitable growth in-house or agency side.

• Experience managing agencies to demanding commercial targets and high execution standards.

• Experience in eCommerce, consumer brands or omni-channel businesses preferred.

• Exposure to brand media, affiliate, creator or retail media channels is beneficial.

Skills

• Strong commercial judgement and confidence making budget allocation decisions.

• Deep platform fluency across targeting, bidding, creative formats and optimisation levers.

• Strong analytical skills across Excel / Sheets, dashboards and performance reporting.

• Comfortable using AI tools to accelerate analysis, reporting and insight generation.

• Clear communicator who can simplify complexity and influence stakeholders.

• High ownership mindset with strong attention to detail.

• Fast-moving, curious and motivated by measurable growth.