Senior Manager - Lifecycle Marketing, North America

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.

The Senior Manager, Lifecycle Marketing will lead the North America lifecycle and retention agenda, helping maximize long-term household engagement, repeat purchase, and customer lifetime value.

Working closely with the Global Lifecycle & CRM team, this role will translate global lifecycle strategies, frameworks, and capabilities into commercially relevant programs for the North American market, while identifying and leading market-specific opportunities based on local customer behavior, commercial priorities, and insights.

This person will serve as the NA lifecycle expert and key link between Global Lifecycle and the North American organization, partnering across Marketing, CRM, Product, Data & Insights, E-commerce, Sales, Portfolio, and Customer Happiness to turn customer insight into action.

The role requires a strong combination of strategic thinking, commercial acumen, analytical capability, and hands-on execution. Success will come from effectively leveraging global capabilities while identifying where the North American market requires additional testing, localization, or market-specific intervention.

Shape the NA Customer Lifecycle

• Lead the North America lifecycle and retention agenda, with a focus on helping families build listening habits, deepen engagement with the tonies ecosystem, increase repeat purchase, and reduce disengagement.

• Translate the global lifecycle strategy, customer journey architecture, and lifecycle stages into clear priorities and activation plans for the North American market.

• Build and maintain a NA lifecycle roadmap aligned with global lifecycle goals and local commercial priorities.

• Develop deep expertise in NA customer behavior and retention performance, identifying trends, opportunities, and risks that require local or global action.

• Act as the voice of the North American customer within lifecycle planning, ensuring local customer needs, commercial dynamics, and market insights are represented in global discussions.

Build and Scale Lifecycle Programs

• Partner with Global Lifecycle & CRM to localize, adapt and execute global onboarding, engagement, retention, at-risk, reactivation, and win-back programs for the North American market.

• Identify and lead NA-first lifecycle opportunities that address specific market needs while supporting the broader global lifecycle goals.

• Partner with CRM, Product, E-commerce, Portfolio, Sales, and other teams to activate lifecycle strategies across owned channels and relevant customer touchpoints.

Turn Data into Action

• Use global lifecycle reporting, behavioral data, customer insights, and market-specific analysis to understand how NA families listen, engage, purchase, and progress through the tonies ecosystem.

• Identify market-specific patterns and opportunities and translate them into clear recommendations for Marketing, Portfolio, Sales, Product, CRM, and other business partners.

• Partner with Global Lifecycle, Data Science, Analytics, and Insights teams to apply global household segmentation, churn, CLV, and behavioral frameworks to the NA market.

• Bring local customer sentiment, competitive intelligence, behavioral observations, and campaign learnings into global lifecycle discussions.

Test, Learn and Optimize

• Identify opportunities to test NA-specific lifecycle interventions across CRM, app, e-commerce, paid retention, direct mail, social, retail, promotional mechanics, and other relevant touchpoints.

• Partner with Global Lifecycle and Analytics to establish clear hypotheses, success measures, incrementality standards, and financial impact for major initiatives.

• Optimize local execution based on performance and customer response while maintaining alignment with global customer experience and measurement standards.

• Share NA results and learnings with Global Lifecycle and other markets, helping successful local initiatives scale across the organization.

Measure What Matters

• Support delivery of key lifecycle and retention KPIs, including listening engagement, repeat purchase, time to second Tonie, content variety, active household rates, churn, and customer lifetime value.

• Partner with Global Lifecycle, Analytics, and Finance to understand the financial impact of lifecycle initiatives and ensure robust measurement.

• Monitor NA performance against global lifecycle, identify areas requiring additional market intervention and continuously refine the NA lifecycle roadmap.

• 7+ years of experience in lifecycle marketing, retention, CRM, or a related consumer marketing role.

• Proven ability to build, localize, and scale lifecycle programs that drive engagement, retention, repeat purchase, and revenue.

• Strong commercial mindset with the ability to connect customer behavior to broader business levers including product, pricing, promotions, portfolio, and customer experience.

• Highly analytical, with the ability to translate complex customer and behavioral data into simple, actionable business recommendations.

• Strong understanding of customer, financial, and business metrics including retention, churn, engagement, repeat purchase, and customer lifetime value.

• Experience working with CRM and lifecycle platforms, ideally including Braze, and partnering closely with Product, App, Content, Data, and Analytics teams.

• Demonstrated ability to structure problems, prioritize opportunities, build business cases, and drive initiatives through cross-functional teams.

• Ability to balance strategy and execution, moving comfortably between high-level lifecycle planning and detailed program delivery.

• Strong stakeholder management and influencing skills, particularly within global or multi-market organizations where ownership is distributed across global and local teams.

• Experience with advanced analytics, predictive modeling, machine learning, or customer segmentation is a plus.

• Bachelor’s degree in a relevant field; MBA is a plus.

• Comfortable working remotely with approximately 15% domestic and international travel.

This role will require working North American East Coast core business hours with flexibility as needed to accommodate global meetings.