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:
tonies is focused on building deeper, more meaningful relationships with customers over time, strengthening engagement and long-term value across the customer journey.
We are looking for a Senior Manager, Lifecycle Marketing to play a critical role in translating lifecycle strategy into scalable programs and measurable results. This individual will own key parts of the customer lifecycle - such as onboarding, engagement, and retention - and drive initiatives that increase engagement, sustain usage over time, and improve household lifetime value.
This is a highly cross-functional, global role that sits at the intersection of CRM, app experience, content, and commercial strategy. You will work closely with global and local teams to design and execute lifecycle programs that shape customer behavior; from early habit formation through long-term engagement and repeat purchase.
This role is ideal for a strong individual contributor who wants to take ownership of a critical growth lever and grow into a future lifecycle leadership role.
Your tasks and responsibilities will include:
Own Lifecycle Performance Across Key Stages- Own performance across one or more lifecycle stages (e.g. onboarding, engagement, retention), driving measurable improvements in customer behavior and long-term value
- Translate lifecycle strategy into clear programs and workflows that move key behavioral metrics
Design and Scale Lifecycle Programs- Build and optimize lifecycle journeys across CRM and app, including onboarding flows, engagement programs, and retention interventions
- Develop behavior-triggered campaigns based on real-time signals
- Identify and scale high-impact lifecycle levers that drive repeat usage and ongoing engagement
Drive Orchestration with App and CRM teams- Partner with CRM and product teams to define how lifecycle programs are executed across owned channels
- Ensure alignment between CRM, app experience, and content strategy to drive consistent behavior across touchpoints
- Contribute to the development of lifecycle tooling, segmentation, and automation capabilities
Build and Execute a Lifecycle Roadmap- Develop a clear roadmap of lifecycle initiatives tied to onboarding, engagement, and retention priorities
- Prioritize initiatives based on impact to key metrics (retention, attach, LTV)
- Partner with global and local teams to test, learn, and scale programs across markets
Lead Testing and Optimization- Define and manage a structured testing roadmap focused on improving engagement, retention, and unit economics
- Run experiments across CRM, app, and market channels (e.g. direct mail, paid retention, social)
- Identify what drives behavior change and scale successful programs globally
Partner Cross-Functionally and Globally- Work closely with Product, Growth, CRM, Data & Insights, E-commerce, and Customer Happiness teams to align on lifecycle initiatives
- Partner with regional marketing teams (US, DACH, UK, FR, ANZ) to localize and execute lifecycle programs
- Balance global consistency with local market needs
Measure and Report Lifecycle Performance- Track and analyze lifecycle KPIs
- Contribute to Retention MBRs, providing insights, performance updates, and recommendations
- Use data to continuously refine lifecycle strategy and execution
Why This Role MattersThis role sits at the center of how tonies drives long-term growth. You will directly shape how customers engage with the product over time—building the programs, systems, and experiences that sustain engagement, increase repeat usage, and unlock greater lifetime value.
What we are looking for:
- 5–8+ years of experience in lifecycle marketing, retention, CRM, or growth roles
- Proven ability to build and scale lifecycle programs that drive engagement, retention, and revenue
- Strong understanding of how customer behavior drives long-term value
- Experience working across CRM platforms (e.g. Braze) and partnering with product/app teams
- Comfortable owning both strategy and execution—able to move from high-level thinking to detailed program design
- Strong analytical mindset, with experience using data to inform decisions and measure impact
- Experience working cross-functionally in a global or multi-market organization
- High ownership, curiosity, and comfort operating in ambiguity
- Fluent English (C1/C2), fluent in a second language (German or French) is a big plus
Why tonies?
- Global Teamwork: We collaborate across departmental and country borders on our vision to bring the Toniebox into every child's room in the world.
- Come as you are: This applies not only to the dress code but also to everything else. Because only where you truly feel comfortable can you give your best.
- Mobility: Choose the option that suits you best - a Deutschlandticket (public transport ticket) for unlimited mobility, a monthly contribution for an office parking space, a leasing bicycle, or a remote work subsidy.
- Enhanced Security: Benefit from subsidies for company pension plans, occupational pension schemes, and occupational disability insurance.
- Rest & Time Off: Enjoy 30 days of paid annual leave as well as three additional days off such as Rosenmontag, Christmas Eve, and New Year's Eve. After one year of employment, you can also use up to 10 "toniecation days" (unpaid leave days).
- Continuous Learning: Benefit from our internal and external training opportunities as well as an individual learning budget to continuously expand your knowledge.
- Language Learning & Relaxation: Improve your communication skills with the language learning app Babbel and find relaxation through our access to the meditation app Calm.
- Discounts: Benefit from attractive discounts on our entire range of tonies products.
Good to know:
As part of our principles, we are committed to supporting inclusion and diversity at tonies®. We actively celebrate our colleagues’ different abilities, ethnicities, faith and gender. Everyone is welcome and supported in their development at all stages in their journey with us.
We look forward to hearing from you!
Vanessa Hubert-Man
Talent Acquisition - Central