Brand Marketing Manager (Kids Go to Market)

Job Description

Just imagine building unified global LEGO® campaigns that resonate with kids aged 6-12across every corner of the world. Then make it real!

This role sits within Integrated Marketing under the Markets & Channels Central Marketing team, can be based either in Billund or Singapore. You’ll turn global brand strategy into tailored cross-channel go to market activation that connects children and shoppers to LEGO product lines and beloved IP franchises alike.

Play your part in our team succeeding

What we do: Make global marketing strategy commercially real by turning ambition into executable, integrated plans, shaping the right growth choices and equipping markets to activate with clarity and impact.

You will be joining the Integrated Marketing (IM) team within the Markets & Channels Central Marketing team that is responsible for the orchestration of detailed, multi-channel marketing activation plans, aligning campaign execution with overarching business objectives and ensuring brand consistency while dynamically addressing market-specific gaps. Balancing Consumer Group, IP Partner and Marketing growth ambitions with resource allocation, IM briefs and ensures fit-for-purpose campaigns finely attuned to audience needs, with a seamless integration across Owned, Earned, Shared and Paid (OESP) channels to maximise efficiency while enabling delivery of audience and business objectives.

Your expertise in adapting marketing strategies to various cultures and regions plays a critical role in expanding our reach and ensuring the continued growth of our iconic franchises in both established and emerging markets.

Core Responsibilities

• Implement detailed OESP marketing activation plans for designated audiences and LEGO® product lines targeted at children aged 6 to 12, working in close collaboration with GTM Senior Managers and the Head of Kids GTM, to ensure campaigns are engaging, insightful and impactful.

• Apply knowledge of various marketing channels ensuring campaigns connect effectively with kids and their parents across the full consumer and shopper journey.

• Lead or support the implementation of marketing plans by coordinating deliverables and ensuring market teams receive consistent toolkits and campaign assets.

• Work closely with trade and shopper teams to ensure alignment between brand messaging and retail activation.

• Coordinate omnichannel activation elements to ensure campaigns are consistent across consumer and retail environments.

• Contribute to the accomplishment of strategic commercial and marketing goals and initiatives focused on growing children’s active consumer base, identifying opportunities to meet commercial objectives.

• Connect with Business Units across the globe to gather consumer and shopper insights to inform marketing initiatives; while being the central point of contact to Business Units for future year franchise selling in and ensure a unified selling in story line across the globe.

• Maintain partnership with the Product Marketing Development (PMD) team to ensure that go-to-market strategies comprehensively reflect upstream franchise strategies and initiatives and ladder up to franchise and audience plans.

Do you have what it takes?

• Hold a bachelor’s degree in marketing, international business, communications or related field would be preferred

• Proven experience in crafting and executing marketing strategies for a global audience.

• In-depth knowledge of marketing channel dynamics, particularly those that engage kids aged 6 to 12.

• Strong analytical abilities, with proficiency in understanding and applying consumer, shopper and commercial insights.

• Ability to recognize and respond to cultural nuances in marketing, with a history of success in multi-regional growth initiatives.

• High proficiency in integrated marketing leading to commercial outcomes.

• Data-driven thinking and strong commercial understanding.

• Excellent communication skills to work collaboratively with multiple stakeholders in a fast-paced, global environment.

• Strategic thinker who can operate within the scope of global frameworks while addressing local market specifics.

• Proven track record of leading cross functional projects and managing broad stakeholder networks

• Through-the-line marketing experience: marketing professional with proven experience in adapting, developing innovative + integrated marketing campaigns

• Professional level in English.

Nice to Have:

• Experience working with FMCG or children's brands, with a focus on educational or entertainment products.

• Multilingual capabilities that enhance communication across varied cultures Additional details on this position

#LISZ

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

What’s in it for you?

Here is what you can expect:

Family Care Leave - We offer enhanced paid leave options for those important times.

Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.

Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.

Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.

Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.

Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights.

Just imagine building your dream career. Then make it real. Join the LEGO® team today.