- Location
- Shanghai
- Workplace
- Hybrid
- Type
- Full-time
- Seniority
- Director
- Source
- Workday
Description
Job Description
As Senior Global Brand Director, China, you will play a pivotal role in crafting and accelerating the brand’s global influence. You will unlock meaningful, culturally resonant brand building across Asia, focusing strongly on China and priority markets. Sitting at the intersection of worldwide brand strategy and local market insight, this role is about turning regional opportunities into brand moments with global impact!
We offer a hybrid working model called Best of Both: three days in our Shanghai office and up to two days from home.
Core Responsibilities
Define, drive and implement the global strategy to grow local brand strength by accelerating brand meaningfulness in China, with additional focus on Japan and South Korea.
Develop and implement an annual brand-building campaign for Lunar New Year in China, including adaptation for selected Asia markets.
Integrate Asian markets needs and insights into the global brand agenda, including budget and funding prioritisation for Asia specific brand investments and brand building moments driven from Asia aiming at generating global impact.
Build and complete an APAC Emerging Markets brand-building playbook and campaigns, with a focus on India and South-East Asia.
Lead brand-strengthening initiatives by amplifying selected global product campaigns across the region.
Act as the primary regional collaborator liaison. Coordinate closely with the China Business Unit Head and Marketing Leaders in China, Japan, South Korea, and additional APAC markets. Work with regional agency partners like OLA Shanghai and OLA Singapore to ensure alignment, strong execution, and efficient prioritisation.
Oversee cross-market brand governance, ensuring global brand identity and equity are protected while enabling flexibility for local cultural nuance.
Do you have what it takes?
Extensive global brand management experience, with confirmed experience working across China and other Asian markets.
A proven track record of developing and executing integrated brand strategies and multi-market campaigns, both globally and across Asia.
Advanced partner management skills, capable of coordinating across geographies, business units, marketing functions and external agencies, and influencing senior leaders including BU Heads and Heads of Marketing.
Strong critical thinking and commercial acumen, with the ability to balance global brand equity with local market needs, define funding strategies, set priorities and make informed budget allocation decisions.
Deep understanding of cultural, consumer and market nuances, particularly in China, with experience across Southeast Asia, India, Japan, Korea and additional regions in Asia.
Excellent communication and collaboration skills, with experience working in matrixed organisations, providing clear briefs and driving execution through cross-functional teams.
Leadership and team management experience, ideally including leading regional teams and/or managing external agency partners.
High levels of flexibility, cultural sensitivity and capacity to operate effectively across multiple time zones and cultures!
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.
