Marketing Lead, Yoto
North America
$140-160k
1 day a week in office
Interactive audio platform for kids
Be an early applicant
Interactive audio platform for kids
101-200 employees
Be an early applicant
$140-160k
1 day a week in office
101-200 employees
Company mission
To help parents inspire the next generation of independent, creative minds.
Role
Who you are
- If you're energised by the idea of building the Yoto brand in our biggest market - and you know how to turn global strategy into locally-charged, high-impact execution - this is the role for you
- Proven experience in a Senior Marketing Manager, Senior Brand Manager or equivalent role within a fast-paced, consumer-focused business. Experience in the kids/education/entertainment space is a plus
- A strong track record of adapting global brand platforms for local markets, with a sharp instinct for US consumer culture and what makes campaigns feel relevant, timely and authentic
- Deep experience activating campaigns across PR, social, influencer, partnerships, retail and experiential
- Experienced leading media agencies to plan and buy ATL media (TV, CTV, Audio, OOH), managing performance and holding partners accountable for delivery
- Experience collaborating cross-functionally with performance marketing, CRM, e-commerce and retail teams to deliver integrated plans
- Commercially sharp, with a strong handle on budget management, media planning and ROI optimisation
- Analytical mindset, comfortable using data and consumer insights to inform strategy and drive continuous improvement
- Strong project leadership skills, able to balance strategic thinking with hands-on execution and manage competing priorities with ease
- A confident people leader who invests in developing and mentoring team members
- Excellent communication and stakeholder management skills - comfortable working across time zones with global teams
What the job involves
- We're looking for a Marketing Lead to drive Yoto's marketing strategy and plans across the United States
- This is a pivotal role at the intersection of global brand strategy and local market impact - your job is to take Yoto's world-class creative, campaigns and brand platform and deliver disproportionate reach and impact by making them hyper relevant to American families
- Together with your team, you'll be the engine behind how Yoto shows up in the US - adapting global campaigns for cultural resonance, and activating them across ATL media, PR ,social, influencer, partnerships, and retail, to drive brand awareness and new family growth
- Working closely with global and cross-functional teams, you'll ensure every initiative is tailored to the nuances of the US market while remaining consistent with the Yoto brand
- Define and deliver an integrated full-funnel US marketing plan, across all paid, owned and earned channels
- Partner with the Acquisition team to define the US media mix, full-funnel strategy and channel budget allocation to drive efficient growth
- Lead & deliver the US PR, social and influencer strategy to drive culturally relevant, high-reach moments that build brand awareness and affinity
- Identify and develop strategic partnerships and brand collaborations that extend Yoto's reach into new audiences and communities
- Define and deliver retail marketing in partnership with the US B2B lead, ensuring Yoto shows up brilliantly at shelf and in-store
- Manage US agency and media partners, ensuring activity is delivered on time, on budget and performs against agreed KPIs
- Partner with the global Retention team to design and localise lifecycle and customer growth programmes for the US market
- Translate global brand campaigns, creative platforms and messaging into US-relevant marketing plans - ensuring they resonate with American consumer culture, seasonal moments and media habits. Champion local nuances that make campaigns feel authentic and timely in-market
- Partner with global creative and brand teams to provide US consumer insight that shapes upstream campaign development
- Leverage data, performance insights and consumer trends to continuously optimise campaigns and maximise ROI
- Track and report on campaign performance, turning learnings into sharper future plans
- Lead and develop a high performing marketing team, covering the following specialisms: Influencer, PR, Social, Retail & Partnerships
Our take
A key development in the last 5 years has been a move towards screen-based kids entertainment like apps and streaming services. However, more recently there have been concerns that excessive screen time for children can be damaging to health and development. So, many consumers are looking for alternative products which will expose children to modernity without the drawbacks of many modern devices. This is the demand which Yoto is setting out to capitalise on.
Yoto's product - a screen-free audio platform - enables children to access features such as audiobooks, podcasts, and soundscapes via physical cards inserted into the device. The Yoto Player has received considerable early praise from consumers and from investors also, who granted Yoto considerable funding.
Perhaps the most difficult challenge for a business operating in the highly competitive children's toys market is keeping its product current. However, Yoto's software is fully customisable, meaning that alongside its library of content, parents can add their own audio files to the device to suit the interests of their children. This imbibes Yoto with a customisability that gives it an edge, especially as children's tastes change with age.
Steph
Company Specialist at Welcome to the Jungle
Meet the team
11 people
Niamh Power, Tech Lead Manager
Our mission
Looking after Yoto's native iOS & Android apps, which allow parents to control and manage their players, their library and discovering new contentInsights
Company
Funding (last 2 of 3 rounds)
Jun 2024
$22m
GROWTH EQUITY VC
May 2021
$17m
SERIES A
Total funding: $42.4m
Company benefits
- Your birthday off
- Choice-based approach to where you work - we encourage everyone to come in to the office minimum once a month
- A Work from Anywhere policy giving you the opportunity to work from a different location for a temporary period
- Yoto player and starter pack of cards
- Company socials and celebrations, including our annual Yoto Fest
- 2x volunteer days a year
- 24/7 Employee Assistance Programme (EAP)
- Family-friendly leave
- Noncontributory Long Term Disability Insurance and Life Assurance / AD&D insurance
- 401(k) Retirement Savings Plan
- Medical, Vision and dental insurance
- 31 PTO days per year, which include 20 vacation days, plus 11 holidays
- Dependent Care Flexible Spending Account (FSA)
Company HQ
Somers Town, London, UK
Articles
Leadership
Ben Drury
(Co-Founder & CEO)He has extensive experience as a Non Executive Director for the likes of Marmalade and Intercede. Since 2016, he has also been a board member and investor for Pimoroni.
Filip Denker
(Co-Founder & CTO)People progressing
Beth is our wonderful Head of Product, she got promoted to the position after 2 years as a Senior Product Manager.
Niamh is our superstar Tech Lead Manager for the iOS team, she got promoted to the position after 18 months as a Senior iOS Engineer.
Salary benchmarks
We don't have enough data yet to provide salary benchmarks for this role.
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Diversity, Equity & Inclusion at Yoto
Clemence Strobl (Talent & People Manager)
- At Yoto, we love creating a world where childhood is rich with discovery and joy. We’re also passionate about building a workplace where everyone can thrive - both professionally and personally. We value flexibility and give our team the freedom to balance life and work in ways that suit them.
- We're committed to fostering a safe, diverse, and inclusive environment where all individuals, regardless of their background, feel valued and supported. Our Diversity, Equity and Inclusion group holds bi-monthly forums to elevate diverse voices and perspectives, ensuring everyone at Yoto feels heard, respected, and appreciated.
- We don’t just embrace differences - we celebrate them. We share audio content from a vibrant and diverse community of creators, and we are building a team that reflects that same diversity. We invite candidates from all walks of life to explore opportunities with us and join a company that champions flexibility, equity, and inclusion.
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