Responsibilities

• 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
• 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

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.