Marketing Director, Lead - new LEGO® franchise

Would it be your dream job to deliver one of LEGO®'s critical strategic projects for a new franchise as part of our cross-functional team?  

Bring your passion for marketing, innovation, brand and business building for this exciting new opportunity! 

Core Responsibilities  

As Marketing Director, you will be part of our global toy development business and an integrated team member of the Global Leadership team (LT) for a new LEGO® franchise. You will work on our brick-built toy line and develop, optimize, and take to market our brick-built offer.  

Be a key marketing innovation driver: 

• Propose, develop, inspire, and execute innovative, first in class Go to Market strategies, truly pioneering within the toy industry and the product Fandom. 

Show great leadership 

• Play an active role innovating internal marketing thinking and step changing how LEGO products go to market. Drive and influence key development milestones and leadership forums across the year, including (internal & external) key senior leaders. 

• Be the functional lead within the franchise marketing team - driving the agenda, inspiring, and coordinating the goals and outputs of a direct and indirect team consisting of strong and seasoned marketing professionals. 

• Through indirect leadership, co-create with - and influence - other internal and external partners within product and marketing development.  

Product & Marketing Development  

• Collaborating with Franchise LT and across the wider organization to turn consumer insights into innovative powerful play and communication value propositions. 

• Help champion and strengthen the IP partner collaboration and the development of the new LEGO® Franchise as a brand experience across different audiences.  

• Alongside the LT, Co-create the future of our product strategy and portfolio. 

• Lead the sell in process and build a strong connection with lead markets to ensure a strong global portfolio. 

• Lead Communication campaigns and programs. Lead the strategy, development, and execution of content and orchestrate a strategy for content in Owned LEGO® channels, Shared and Earned ecosystems (IP Partners). 

• Be a connector across the LEGO ECOSYSTEM, engaging with partners, using existing channels and driving innovation. 

Business leadership 

• Navigating the unknown and calculated risks - driving meaningful innovation and change. 

• Influencing senior level partners and sophisticated organization matrixes. 

• Provide a strong pulse on business performance, industry and competition, and act on those insights. 

• Provide a deep understanding of the targeted audiences (kids 6-12yrs and parents) taking an Audience First approach and translating their needs into actions and critical thinking. 

• Engage with markets in developing a strong business, and following up on performance and executing global plans. 

• Lead initiatives to improve our business model and footprint (i.e., new business models). 

• Support the HoP to ensure the consumer sales and P&L objectives for the franchise are met and initiate corrective actions with markets if needed. 

Please note that this role is based in Billund (DK). Expected travel activity is around 20 days per year.  

Play your part in our team succeeding  

In PG New Business we focus on innovating and growing our business and active base through newness and first-time ever propositions, elevating the Brand’s equity, relevance and overall excitement from kids and adults. We not only look for new properties/products, but also at the approach around how we work and take products to market. 

The Global Marketing Department is responsible for creating and fostering consumer demand for by converting consumer, shopper and market insights into compelling & innovative product lines, marketing strategies and campaigns. This role will focus on developing our business within new territories. Furthermore, this is a key leadership role within one of our businesses with the highest potential.  

Do you have what it takes 

• A highly proficient and innovative senior leader with strong product and social marketing development experience – ideally with a proven track record of releasing a new property to market. 

• A passion for toys and you understand the universe around developing, manufacturing, and distributing them. Experience in physical toys and social experiences is a plus, or with an international/global consumer product. IP experience is a plus. 

• Experience with fandom and an intuitive understanding of how we can connect with kids and their culture in an authentic and meaningful way. 

• A phenomenal collaborator and indirect leader who thrives when leading indirect reports and partners of different seniorities effectively, generating positive relationships, and influencing big cross-company internal-external agendas. 

• Ability to create order out of uncertainty. With persistence and resilience, you find excitement in working in flexible constantly evolving environments and dare to take calculated risks with agility responding to the changing external landscape. 

• Fantastic communication and presentation skills. 

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