Brand Manager at the LEGO Group | Boston, MA | $108K/yr – $162K/yr

the LEGO Group

Brand Manager

Boston, MA (Hybrid)

$108K/yr – $162K/yrMid LevelFull time

Posted 6 weeks ago

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Job Summary

Own preschool brand audience strategy and cross functional activation, translating audience insights into design led campaigns across retail, media, and partner touchpoints while driving portfolio growth.

Growth ownership: lead audience planning, platform activation, and retailer partnerships for Preschool and related franchises.
Measurement & portfolio: establish audience metrics, evaluate performance with Global partners, and adjust plans.

Job Description

Franchise/Brand Marketing Planning, Implementation, & Project Management (60%)
Collaborate with Global Marketing teams & Our LEGO® Agency to develop communication strategies and platforms that will enable US Brand team to implement integrated marketing plans to drive brand equity, build active share (penetration), and re-activation (repeat purchase). Effectively translate brand, audience, and commercial strategies into clear local creative briefs that guide internal teams and agency partners.
Lead the strategic direction of the Brand Preschool team; ensure team 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, and US Customer Teams to deliver integrated, comprehensive activation plans across marketing channels and platforms.
Manage partnership (IP, agency, and vendor) relationships as designated brand responsibilities require.
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 Delivery Brand Manager on corrective actions where necessary.

Establish Measurement & Evaluation plans; provide feedback to Global partners 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 Brand Delivery, Customer, Trade Marketing and eCommerce teams to build shopper activation plans to drive performance

Work alongside the Delivery Brand Manager to ensure brand strategy, budget planning, marketing calendar, and campaign execution are aligned from planning through delivery.
The U.S. Marketing department is responsible for crafting and fostering consumer demand by converting audience, shopper, and market insights into compelling, creative, and innovative marketing programs that remain grounded in a strong commercial understanding and focus.
This individual will join the US Brand Management Team as a Design Brand Manager, helping translate audience insights, brand strategy, and commercial priorities into design-led marketing experiences across campaigns, retail, media, and partner touchpoints for the Preschool audience. The role reports directly to the US Brand Director.

the LEGO Group

4.0 Glassdoor

We are the LEGO Group, the company behind the world’s most loved LEGO® bricks. Our brand name derived from the two Danish words Leg Godt, which mean “Play Well”. We’ve been sparking imaginations and inspiring the builders of tomorrow since 1932. This is our mission and what motivates our colleagues around the world every day.Today, we remain proudly family-owned with headquarters in Billund, Denmark. We have regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore, as well as 7 manufacturing facilities around the world. These places are home to 31,000+ colleagues in everything from design and engineering to digital technology and marketing. Together we learn, imagine and build – creating play experiences that are sold in over 130 countries worldwide. A purposeful and responsible global brand where creativity helps to inspire builders all around the world. Just imagine being part of that!

Founded in 1980

Billund, Region of Southern Denmark, DNK

20K employees (2,826 in marketing)

www.lego.com/en-gb/aboutus/careers

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