tonies is the world’s leading interactive audio platform for children, with over 12 million Tonieboxes and 173 million Tonies sold globally. Our intuitive, screen-free system empowers children to learn and play independently in a safe and engaging way.
With a presence in over 100 countries and a diverse portfolio of ~1,500 Tonies across multiple languages, we continue to redefine how children experience storytelling and learning. Since our IPO in 2021, our global team of 630+ colleagues is united by a shared mission: shaping the future of play, learning, and imagination.
Head of Digital Commerce DACH (all genders)
Your Role & Impact
As Head of Digital Commerce DACH (all genders), you are a member of the DACH leadership team and own all digital channels: tonies.com http://tonies.com (D2C), Amazon, third-party marketplaces, and emerging formats like TikTok Shop or eBay Live Shopping. You set the digital channel strategy, carry full commercial/P&L accountability, and steer the business jointly with Operations, Finance, Portfolio, Marketing and Global DTC Coordination, always with an eye on alignment with physical Retail Sales.
You lead the Marketplace and E-Commerce team and report to the General Manager DACH. Today that’s a small, high-impact team of two (E-Commerce Manager, Marketplace Manager), with the team expected to grow to around 4-5 people next year. You think strategically, but you're also hands-on and ready to step in operationally when needed.
What you'll do
- Digital Channel Strategy & Growth: Develop the DACH digital commerce strategy – channel portfolio, role of D2C vs. marketplaces and platform entry decisions; identify and business-case growth opportunities.
- Digital Channel Ownership: Lead the Marketplace and E-Commerce team across tonies.com http://tonies.com, Amazon, marketplaces and emerging platforms.
- Trading & Promotion: Own the DACH digital promotion calendar and drive data-driven trading, conversion and content optimisation.
- Planning with Finance & Operations: Own the digital budget and forecasting cycle; align stock planning and pre-order/launch quantities.
- Assortment & Activation with Portfolio and Marketing: Align digital assortment, online pricing and launch phasing; steer traffic, CRM and content.
- Global Interface: Act as the primary DACH counterpart to Global DTC Coordination (CRO Org) on platform strategy and the tonies.com http://tonies.com roadmap.
- P&L Ownership: Own net revenue, contribution margin and media efficiency across all digital channels.
- Plan & Forecast: Own the digital share of the DACH budget, forecast accuracy and the demand input into stock planning.
- Platform Performance: Own traffic, conversion, digital shelf and account health across tonies.com http://tonies.com, Amazon and marketplaces.
- Omnichannel Alignment: Ensure consistent pricing and assortment towards Retail Sales, working closely with the Director Retail Sales DACH.
What You Bring
- 8-10 years of experience in digital commerce/e-commerce with a minimum of 2 years in a leadership role, ideally in a branded consumer goods, toy or consumer electronics environment; some who is still close to day-to-day operations
- Hands-on commercial ownership experience in digital channels (pricing, trading, assortment and channel strategy), built through running e-commerce/marketplace operations yourself
- Proven track record owning full commercial/P&L accountability for digital channels, including revenue, contribution margin and media efficiency.
- Experience developing and executing digital channel strategy, including platform entry decisions and evaluation of emerging channels (e.g. TikTok Shop, social/peer-to-peer commerce).
- Strong trading and performance marketing acumen, with hands-on experience in promotion planning, conversion optimisation, digital shelf management and marketplace account health.
- Experience leading and developing a Marketplace/E-Commerce team.
- Comfortable partnering cross-functionally with…