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 (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, 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 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, 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 Finance, Operations, Portfolio and Marketing to align budgets, forecasts, assortment and pricing.
Understanding of omnichannel dynamics and the ability to align digital strategy with physical retail.
Fluent in German and English.
Ability to be onsite at our HQ in Düsseldorf 2-3 days per week
Why Join Us?
Global teamwork: We work together across departmental and national borders on our vision of bringing the Toniebox to every child's room in the world.
Come as you are: This applies not only to the dress code, but to everything else as well. Because you can only give your best when you feel truly comfortable.
Mobility: Choose the offer that best suits you – a Germany ticket for unlimited mobility, a monthly payment of fifty euros for an office parking space, a leased bicycle or a remote work allowance.
Protection: Benefit from subsidies for employee savings plans, company pension schemes and disability insurance.
Relaxation & Time Out: Enjoy 30 days of paid annual leave plus three additional days off, such as Carnival Monday, Christmas Eve, and New Year's Eve. After one year of employment, you can also take up to 10 "toniecation days" (unpaid leave).
Continuous professional development: Benefit from our internal and external training opportunities as well as an individual learning budget to continuously expand your knowledge.
Language learning and relaxation made easy: Improve your communication skills with the Babbel language learning app and find relaxation through our access to the Calm meditation app.
Discounts: Benefit from attractive discounts on our entire tonies range.
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