CRM Manager, UK (Hybrid) London

Introduction

About tonies:

tonies is the world’s largest interactive audio platform for children with around 7.8 million Tonieboxes and more than 95 million Tonie figurines 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 more than 1,100 Tonies figurines 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.

Overview

At tonies®, we’re building more than customer journeys, we’re creating magical lifelong relationships with families.

Your tasks

You as part of tonies:

As UK CRM Manager, you’ll play a pivotal role in turning one-time purchasers into deeply engaged Tonies fans by designing smart, joyful, and highly personalised CRM experiences that inspire repeat purchase, deepen brand love, and maximise customer lifetime value.

You’ll own the planning, execution, and optimisation of CRM across multiple channels, ensuring every touchpoint, from first purchase to years into the tonies® journey feels relevant, seamless, and delightfully on-brand. This is a role for someone who combines creativity with commerciality, using data, automation, and customer insight to unlock retention at scale.

Your tasks and responsibilities will include:

Build, develop and execute CRM campaigns across email, push notifications, SMS, and other owned channels

Build and optimise automated customer journeys across the lifecycle journey

Create audience segmentation strategies to improve targeting and personalisation

Manage campaign calendars, timelines, and end-to-end delivery of CRM activity

Analyse campaign and customer performance data to identify insights and optimisation opportunities

Conduct A/B testing to continuously improve engagement and conversion rates

Collaborate cross-functionally with marketing, product, creative, and analytics teams to deliver campaigns on time, including last-minute requests where required

Take ownership of CRM workflows and timelines, managing creative design/briefing

Ensure CRM best practices, data accuracy, and compliance with GDPR and privacy regulations

Support reporting on CRM KPIs, including retention, engagement, and customer lifetime value, while owning the wider CRM discount strategy—defining the approach and mechanics, and establishing a regular reporting cadence to monitor performance and impact

Partnering closely with the global CRM team to localise and implement global CRM flows tailored to the UK market

Partnering with the Customer Happiness team to efficiently manage and resolve customer queries relating to CRM campaigns and promotional codes

What we are looking for:

Experience in CRM, lifecycle marketing, or customer engagement roles

Hands-on experience using Braze CRM platform

Strong understanding of customer segmentation, automation, and personalisation strategies

Experience building and managing multi-channel CRM campaigns

Analytical mindset with the ability to interpret campaign data and performance metrics

Strong organisational skills with the ability to manage multiple priorities and deadlines independently

Excellent cross-functional collaboration and stakeholder management skills

A proactive, self-starting attitude with strong ownership and accountability

Detail-oriented and committed to delivering high-quality work