Expansion and Brick & Mortar Channel Director (Saudi Arabia)

Job Description

Help the LEGO Group to unlock one of MEA’s most important growth markets! You will lead our entry into Saudi Arabia, securing the trade license, establishing the legal entity, and preparing to open a sales office, while owning Brick & Mortar channel performance with our local partner. This role sits on the MEA BU Leadership Team and is a potential springboard to the Country Manager, Saudi Arabia position once the office is established.

Core Responsibilities 

• Lead the cross-functional program to obtain operating approvals and establish a legal entity in Saudi Arabia within agreed timelines, partnering with Finance, HR, Government & Public Affairs, Legal, Tax, Market Expansion and external advisors.
• Plan and execute the sales office set up in Riyadh to enable day-one readiness.
• Own the Brick & Mortar channel for KSA with our local partner: annual planning, assortment, promotions, in-store excellence, demand planning, inventory health, and budget delivery.
• Own key performance metrics for MEA relevant to KSA: Consumer Sales, Net Revenue, EBIT, forecast accuracy, and Customer and People Pulse.
• Co-develop and co-own the mid‑ to long‑term go‑to‑market plan and the annual Integrated Commercial Plan for MEA, with a focus on KSA.
• Serve as a key member of the MEA BU Leadership Team and shape long-term plans, unlock growth opportunities, and build the foundations for scale.
• Build and be ready to lead a future team in Saudi Arabia; recruit and develop talent as the office opens and scales.
• Manage senior external stakeholders, including government authorities and senior leaders at customers and advisory firms; represent the LEGO brand with integrity.
• Collaborate closely with regional and global teams: Sales, Global Commercial Development, Operations, Finance, Analytics & Insights, People, Places & Culture, Legal, and Government & Public Affairs.

Play your part in our team succeeding

LEGO MEA is one of six business units within the CEEMEA Market Group. With strengthening market presence, the MEA BU is on a growth trajectory. To keep pace with a fast-growing business and organization, we’re seeking talented people to help secure long-term growth and success in the region. The MEA BU operates from Dubai and Johannesburg and is structured by geography and function. Core functions include channel teams (LEGO Branded Channel, eCommerce, Brick & Mortar, and Wholesalers & Distributors), Commercial Development, Marketing, Operations, People, Places & Culture, Analytics & Insights, and Finance.

The Saudi Arabia Expansion Lead plays a pivotal role in unlocking growth for one of the region’s most relevant markets. This role offers a path to the future Country Manager, Saudi Arabia position once the sales office has been successfully established.

Do you have what it takes?

• Proven track record in commercial leadership across strategy, channel, or market development, with P&L ownership for a key account, channel, or market + leading high‑stakes, cross‑functional programs to successful outcomes as well as in building, developing and leading teams.
• Experience operating in Saudi Arabia and/or the GCC; strong grasp of local business practices and stakeholder landscape.
• Strong collaborator and influencer; builds trusted networks internally and externally.
• High learning agility, resilience, and comfort with ambiguity; thrives in emerging markets.
• Strategic and critical thinker who challenges the status quo and turns ideas into executable plans.
• Operational excellence and continuous improvement mindset; deep knowledge of commercial processes.
• Strong analytical and financial skills; able to build robust business cases and plans with clear targets and accountabilities.
• Ability to simplify complexity, i.e. zooming out to set direction and zooming in to drive action.
• Fluent in English; Arabic is an advantage.

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.