Responsibilities

• 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
• 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

Requirements

• 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

Benefits

• 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 you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programs run by local teams where you are based
• 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
• Your 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.