Senior National Account Manager (Hybrid) London

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.

You as part of tonies:

Overview

At Tonies, we’re on a mission to bring the magic of audio to children everywhere. We are looking for an exceptional Senior National Sales Manager to act as the number two within our sales organisation, partnering closely with the Sales Director to drive the next phase of growth.

This role combines hands-on commercial ownership with strategic and analytical leadership. You will lead key retail relationships, shape our retail growth agenda and bring clarity through data to support decision-making at the highest level. 

Your tasks and responsibilities will include:

 What you will own:

1. Commercial Leadership & Account Ownership

• Own and develop key national retail and e-commerce accounts
• Lead commercial negotiations and customer planning
• Deliver against revenue, margin, and distribution targets
• Support execution of the overall retail and channel strategy

2. Strategic Growth & Channel Development

• Partner with the Sales Director to define where and how we grow in Retail
• Identify and size opportunities across:
  • Grocery, specialty retail, and online marketplaces
  • New customers, channels, and geographies
• Develop business cases and translate strategy into execution

3. Analytics, Forecasting & Commercial Insight

• Own forecasting, budgeting, and performance tracking for Retail
• Build robust frameworks, e.g. for customer and channel profitability, promotional effectiveness and ROI
• Optimise assortment, pricing, and promotional activity using data
• Translate data into clear insights and actions for leadership

4. Team Leadership & Cross-Functional Impact

• Line manage 1-2 National Account Managers
• Act as a key interface between sales, marketing, finance, and supply chain
• Ensure commercial plans are aligned with operational execution

5. Deputy to Sales Director

• Act as a trusted second-in-command
• Represent the Sales Director in internal and external settings
• Lead projects and initiatives on their behalf
• Step in to run the function when required 

What we are looking for:

Experience

• Previous experience in FMCG / consumer goods sales or other commercial roles. Additional background in strategy roles or management consulting is a plus.
• Strong proven experience managing and growing national retail and/or e-commerce accounts
• Experience in high-growth, multi-channel businesses preferred

Capabilities

• Strong problem-solving skills with a data-driven mindset, able to move from data to insight to action quickly
• Strong understanding of pricing, promotions, and customer economics
• Advanced Excel/ modelling capabilities (or equivalent)

Ownership & Drive

• High level of ownership, pace, and ambition
• Comfortable operating in fast-moving, less structured environments
• Proactive in identifying and solving problems

Leadership & Influence<