Global Creative Director (all genders)

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 :

We’re seeking a Global Creative Director to define the creative vision for tonies and elevate every brand touchpoint, from digital and social to OOH, broadcast, packaging, and retail. This leader is equal parts storyteller, strategist, and maker : someone who inspires with bold ideas and ensures flawless execution. If you’re passionate about creating work that resonates with families and drives both cultural and commercial impact, we’d love to hear from you.

Your tasks and responsibilities will include :

Creative Vision & Storytelling

Establish and champion a powerful creative vision that positions tonies as a global cultural brand.

Translate brand and business strategy into breakthrough creative platforms that inspire parents and delight children.

Continuously push the boundaries of storytelling across digital, social, OOH, broadcast, packaging of our products, and retail.

Integrated Campaigns & Content

Partner with an external advertising agency to lead the development of insight-driven, 360° campaigns across retail, DTC, and licensing that drive business results.

Ensure every execution, from a TikTok short to a global OOH campaign, is creatively breakthrough and commercially effective.

Collaborate with product marketing, content, and licensing teams to amplify our IP and drive engagement across the ecosystem.

Leadership & Collaboration

Build, lead, and inspire a diverse creative team spanning production, design, copywriting, video, and art direction.

Mentor emerging talent and foster a culture of curiosity, collaboration, and bold creative exploration.

Act as a creative partner to marketing, product, and content leadership, influencing decisions with a strong creative perspective.

Have executive presence to sell through breakthrough creative ideas.

Creative Operations & Scale

Manage a global network of agencies, contractors, and production partners to deliver consistent, world-class creative across regions.

Balance vision with execution, from setting big ideas to providing hands-on direction.

Build processes, tools, and workflows that enable creativity at speed and scale without compromising craft.

What we are looking for :

Location : Candidates must be based ideally in Düsseldorf (Germany), in London (UK) or the US (East Coast).

12+ years of creative leadership, preferably in agency and in-house roles

Proven portfolio of integrated campaigns : digital, social, OOH, broadcast, packaging, retail

Strong storytelling, branding, and design skills connecting emotion with business results

Hands-on creative instincts : concept, copy, art direction, and design craft

Expertise in packaging design for consumer brands sold at retail, with US and EU experience

Experience leading multidisciplinary teams and managing global agency networks

Track record of delivering culturally relevant work that drives measurable impact

Passion for creating joyful, meaningful brand experiences for families

Excellent collaboration and communication skills to align global stakeholders

Why tonies?

Benefits vary by location; the details below apply to our Germany-based roles.

• 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!

Esther Sommerfeld

Team Lead Talent Acquisition - Central