Digital Advertising Manager - Amazon

tonies•Palo Alto, CA

About The Position

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: Tonies North America is seeking a Digital Advertising Manager - Amazon who will be responsible for end-to-end digital retail advertising across Amazon US and Amazon Canada, supporting Tonies’ core B2C business and long-term growth of the Toniebox install base. This role owns Amazon Ads strategy, execution, testing, and optimization with a focus on customer acquisition, audience segmentation, and creative-message alignment. While this is a hands-on Amazon Ads role requiring strong expertise in Sponsored Ads and retail media fundamentals, success in this position is defined not by managing thousands of ASINs, but by deeply understanding Tonies customers and ensuring Amazon advertising effectively introduces, educates, and converts new Toniebox households. The ideal candidate combines strong Amazon Ads platform expertise with a customer-first mindset—using targeting, creative, and campaign structure to connect Tonies’ products with the right customers at the right moment. This role requires full-time ownership and close collaboration with Marketplace, Marketing, Creative, and Operations teams—particularly during Prime Day, Prime Big Deal Days, and Q4—when Amazon advertising plays a critical role in acquiring new customers and driving meaningful business impact.

Requirements

5+ years of hands-on Amazon Ads experience
Proven success driving customer acquisition and growth through Amazon Ads (full understanding of TaCos, ROAS, ToS and such….)
Experience building and optimizing campaigns using keyword targeting, audience targeting, and creative testing
Strong understanding of Amazon Ads platform mechanics and performance optimization techniques
Ability to balance hands-on campaign management with strategic thinking focused on customer growth and brand development
Highly collaborative, proactive, and comfortable working cross-functionally with Creative, Marketing, and Marketplace teams
Amazon US experience required

Nice To Haves

Amazon Canada experience strongly preferred

Responsibilities

Amazon Ads Ownership (US & CA) Own and manage Amazon Ads strategy and execution across Amazon US and Amazon Canada
Build, launch, and optimize Sponsored Products, Sponsored Brands, Sponsored Display, and emerging Amazon ad formats to drive Toniebox adoption and ecosystem growth
Develop campaign structures based on customer intent, audience segments, and acquisition goals, while maintaining Amazon Ads best practices across targeting, bidding, and budget management
Manage budgets, bids, and targeting to maximize customer acquisition, install base growth, and long-term advertising efficiency
Ensure campaigns are structured to support both Toniebox acquisition and ongoing ecosystem engagement (content, accessories, and repeat purchase behavior)
Customer Acquisition, Testing & Optimization Lead structured testing across keywords, audiences, creative formats, and campaign structures to improve customer acquisition and advertising effectiveness
Continuously refine targeting and messaging to better align with specific customer segments, including parents, gift buyers, and returning Tonies households
Partner closely with Creative and Marketing teams to develop and test Amazon-specific creative that improves customer engagement and conversion
Maintain strong operational campaign management, ensuring campaigns are properly structured, optimized, and aligned with business priorities
Peak Event & Seasonal Leadership Own Amazon advertising strategy and execution for Prime Day, Prime Big Deal Days, and Q4
Align advertising strategies with customer seasonal behavior, gifting moments, and major product launches
Actively manage campaigns during peak periods to maximize Toniebox adoption, revenue, and advertising efficiency
Partner with Marketplace, Operations, and Marketing teams to ensure advertising aligns with inventory, promotions, and demand forecasts
Conduct post-event performance analysis and apply learnings to improve future Amazon advertising strategies
Marketing & Cross-Functional Collaboration Partner closely with Marketplace, Marketing, and Creative teams to ensure Amazon advertising reflects Tonies’ brand positioning and customer value proposition
Ensure advertising supports key business priorities, including new product launches, customer acquisition initiatives, and ecosystem growth
Work closely with Marketplace Operations to align advertising strategy with inventory availability and operational realities
Help ensure Amazon advertising contributes to both short-term performance and long-term brand and customer growth
Reporting & Accountability Guide daily, weekly, and monthly budget allocation across campaigns and tactics
Serve as the internal subject-matter expert on Amazon advertising best practices
Prepare weekly and monthly performance reporting across US and CA
Analyze category and competitive trends, total sales impact, and advertising efficiency
Perform competitive benchmarking across the product portfolio
Translate performance data into clear insights and recommendations for leadership