Sr. Brand Manager, Culture Marketing

About the role

As our Senior Brand Manager, Culture Marketing, you'll lead the strategic direction, planning, and execution of culture marketing initiatives across the U.S. market. At the LEGO Group, Culture Marketing is focused on activating the intersection points (example: sports, music, etc.) of various underrepresented or growth audience groups to drive brand health and sales growth in the U.S. market. You'll translate audience insights, commercial priorities, and global brand strategies into local campaigns and integrated activation plans that strengthen brand health, expand audience reach, and support business growth. Working across local and global teams, you'll influence product portfolios, go-to-market strategies, communications planning, and retail activation while helping shape meaningful connections with underrepresented audiences.

Required Qualifications

• Demonstrated leadership in a marketing role, ideally with a significant amount of time spent in marketing family, shopper, entertainment, gaming, toy, retail, or lifestyle brands, with a strong understanding of how to translate audience insights into compelling consumer-facing campaigns

• Previous experience effectively marketing to multicultural or underserved audiences

• Proven success in driving meaningful innovation. Consistently seeks new ideas and new approaches, not shying away to take educated risks

• Strong analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health

• Effective collaborator and negotiator who is passionate about building relationships across functions and business units in a matrixed organization. Appreciates strength in working with people from diverse backgrounds

• Experience driving strong retail partner relationships, crafting plans, and executing marketing programs to build joint commercial value with larger retailers

• Demonstration of strong understanding of Integrated Marketing channels, including digital marketing, critical metric setting, and measurement

• Ability to deliver multiple priorities simultaneously at scale with speed and on budget

• Experience working with brand guidelines, visual identity systems, campaign toolkits, packaging, retail displays, or digital content systems

• Outstanding presentation and writing skills with the ability to convey a compelling and concise message, and to engage and inspire colleagues 

• High level proficiency in Microsoft Office, especially Excel and PowerPoint, in order to drive quality business analyses and communication

What you'll build

Franchise/Brand Marketing Planning, Implementation, & Project Management (70%)

• Develop and implement marketing strategies for Culture Marketing initiatives in collaboration with Global Marketing teams & Our LEGO® Agency that will enable implementation of integrated marketing plans to drive brand equity and build active share (penetration) for the US Business Unit. Effectively translate brand, audience, and commercial strategies into clear local creative briefs that guide internal teams and agency partners.

• Lead the strategic direction of US Culture Marketing; ensure cross-functional teams understands and takes actions based on audience market conditions, preferences, needs and trends, scaling direction to other audiences and franchises/themes as needed

• Grow audience base through the product portfolio, innovation, marketing mix activities, and the deployment of communication platforms 

• Advocate and drive internal and external share-of-mind, confidence, and retailer support for audience themes; influence global and local growth ambitions  

• Foster strong internal relationship with Markets & Channel Marketing, Global Product Development, Global Brand Development, and US Customer Teams to deliver integrated, comprehensive activation plans across marketing channels and platforms that promote diversity and inclusivity

• Manage partnership (agency, vendor, and IP) relationships as designated brand responsibilities require
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Business Management (30%)

• Influence and collaborate with Global Product Development to develop audience portfolios to meet the growth ambitions of the US Business Unit

• Develop Go-To-Market Plans for new product/franchise launches and optimize base portfolio go-to-market plans  

• Develop annual audience objectives to inform budget allocations and communications strategies to ensure efficient and effective marketing plan executions for LEGO® franchise(s)

• Holistic business ownership and thought leadership; constant analysis and evaluation of audience performance in partnership with Analytics and Demand Planning teams on corrective actions where necessary

• Establish Measurement & Evaluation plans; provide feedback to Global stakeholders to optimize future plans and portfolios 

• Thought leadership and strategic setup of audience presentations to customer sell-in of product lines and critical marketing programs

• Deliver value to Customer, Trade Marketing and eCommerce teams to build shopper activation plans to drive performance

If you've worked in a role where you used consumer insights to shape strategy, influenced key business decisions, and delivered growth through integrated marketing programs, you'll feel at home here. What matters most is your ability to connect business objectives with audience needs and turn insight into action.

Life on the team

You'll join the US Brand Management Team within the U.S. Marketing organization, reporting to the US Brand Director. The team turns audience, shopper, and market insights into marketing programs that drive demand and business growth. We work in a collaborative, highly matrixed environment built on partnership, shared ownership, open communication, and data-informed decisions. Strategic thinking, creative problem solving, inclusive leadership, and adaptability are valued parts of how we work together every day.

What success looks like

Success means building trusted influence across local and global teams while balancing brand-building goals with commercial performance. You'll help expand culture marketing initiatives, support audience-centered growth strategies, and contribute to portfolio innovation over the next 12 to 18 months. Along the way, you'll work closely with Global Product Development, Global Brand Development, Customer Teams, Trade Marketing, eCommerce, Analytics, Demand Planning, and external partners to create measurable impact.

Hybrid working model