Head of Global Brand

Why we exist (and why you’ll love it) 
Tony’s Chocolonely is committed to ending exploitation in cocoa. We are an impact company that makes chocolate, not a chocolate company that makes impact. With damn tasty chocolate, we lead by example, demonstrating that ethical practices and success can go hand in hand. Through Tony's Open Chain (TOC), mission allies like Albert Heijn, Waitrose, Ben & Jerry's, Feastables and Jokolade, have embraced a fairer, more transparent supply chain for their chocolate too.
 

What you will do  
Ready to scale our Tony’s brand into a global icon for breaking the mould? We’re searching for a Head of Global Brand who’s bold, creative, and obsessed with impact to be the steward of Tony’s identity worldwide, ensuring it remains distinctive, coherent, and inspiring across all markets. 

In this role, you will lead the development of global brand frameworks and hero campaigns that bring our mission to life. You will work closely with local marketing teams, equipping them with the tools, insights, and strategies they need to succeed in their markets. Driving marketing effectiveness through clear communications, content that travels and campaigns that earn attention will be at the heart of your work. Success in this role is not about owning every execution, but about enabling markets to amplify Tony’s Chocolonely and Tony’s Open Chain voice and purpose globally, delivering creative excellence and growing brand and mission awareness in line with Tony’s ambition. We are looking for someone who combines strategic thinking with deep experience in brand leadership and global marketing. You will thrive on collaboration and know how to balance global consistency with local relevance. Above all, you will be a passionate advocate for creativity, effectiveness, and impact.

If you are excited to make a meaningful difference in the cocoa industry and want to join a team that is bold, mission-driven, and always goes the extra mile, this role is for you. The position is based at our Amsterdam homebase, leading a team of 3 and reporting to the Chief Brand & Communications Officer as part of the Global Marketing team. 

All wrapped up, in this role you will 

• Lead and develop a high-performing global brand team of three, creating clear roles, accountability, and growth paths while fostering a culture of creativity and commercial impact. 

• Safeguard and evolve Tony’s global brand proposition, positioning, and distinctiveness, owning frameworks, tone of voice, and design guardrails in partnership with our Head of Creative. 

• Ensure brand coherence across B2C, B2B, and digital touchpoints, while managing the full homebase marketing budget. 

• Translate consumer and commercial insights into actionable global brand strategies, defining content and channel choices that drive penetration, mission awareness, and long-term growth within lean budgets. 

• Develop two to three global hero campaigns annually from insight to launch and provide seasonal playbooks for fast local execution. 

• Lead global media strategy and agency relationship, setting ROI benchmarks, embedding a test-and-learn agenda, and owning global scorecards and brand tracking. 

• Act as the connector between global and local teams, driving alignment through clear frameworks, co-creation, and regular syncs, while reinforcing brand distinctiveness across social, partnerships, and B2B e-commerce. 

• Own and share the monthly marketing scorecard to keep everyone aligned and focused on impact. 

Your secret ingredients:  

• Extensive global brand marketing experience: modern marketing skills across brand stewardship, campaigns, media effectiveness, and digital. Proven experience in building and protecting global brand positioning, distinctiveness, and design systems that make assets culturally iconic. Influence requires credibility. 

• Digital and social fluency, with curiosity and affinity for social media and cultural trends keeping Tony’s relevant and part of the conversations. 

• Previous experience building love brands across international markets – strong preference for US and Europe experience.

• Comfort working with media agencies and communications frameworks, using ROI, brand tracking, and effectiveness tools to guide smart decisions. You are a data-driven decision maker who utilizes data to identify improvements and make objective, informed decisions. 

• Strong influencing skills to build trust and alignment across global and local teams, showing value rather than imposing control. Executive presence to engage credibly with senior leadership and influence at the highest level. 

• Commercial pragmatism – know how to use marketing as a growth driver for long term demand.

• You’ve built brands people grab without thinking—but love for all the right reasons. You know how to spark desire and capture demand in the moment, understanding what makes someone choose, buy, and come back for more. Experience with FMCG, CPG, or lifestyle brands is key. 

• Strong leadership skills and eagerness to coach and develop a small, high-performing team while fostering creativity and ownership. 

• You are seen as an expert in the brand and marketing space, act as a thought leader in the industry and have a track record of building industry changing love brands. 

• Eagerness to work in a fast-paced scaleup environment with agility and resilience to thrive in ambiguity, prioritize with a bias for action, and scale a challenger brand without losing its edge. 

• Strong business understanding and strategic mindset - ability to see the big picture, but not afraid to roll up your sleeves to ensure brilliant execution.  

• Excellent stakeholder management, collaboration and communication skills in English. 

• We are all about being more in person than apart; this means we offer flexibility but see each other in the Amsterdam office on average 3 days a week. More is fine too!  

• Believe wholeheartedly in Tony’s purpose. You live our core values: outspoken, in it together, entrepreneurial, raise the bar and makes you smile. 

Benefits that make you smile 

At Tony's you will get the opportunity to be part of something extraordinary; first and foremost, by making real impact in the world but also enjoying the nice benefits we provide as you help us succeed. We’re dedicated to enabling all Tonys to grow and develop their careers and therefore we offer training programs, regular feedback cycles, coaching and a generous L&D budget. We also offer a wide range of additional benefits, including a luxurious vegetarian lunch, company bonus, minimum of 28 holidays, inspirational team updates, unforgettable events and unlimited chocolate. But we also know chocolate won’t cover the bills, so we’ve made sure your salary is just as rewarding, for this role that means a salary between EUR 110k and 138k on a yearly basis, including holiday pay, together with an LTI plan.  

Ready to raise the bar?  

Are you passionate about making a difference in the world? Think you’ve got what it takes to make change in cocoa and craft a love brand? If you're ready to take the chocolate industry to new heights with us, we'd love to hear from you! Please send your direct application, no agencies. We can't wait to hear from you!  

At Tony's we are convinced that diversity of thought, background and perspectives will make us stronger (...just like the different flavors of our chocolate assortment). Our mission is founded on principles of equity and justice, and we are actively seeking candidates who bring new perspectives and life experiences, especially from underrepresented groups. We look forward to your application!