Senior Director, Head of Brand & Marketing, LEGO Discovery Centres

Do you want to shape the brand and marketing strategy for LEGO Discovery Centres and unlock sustainable growth? Bring your deep understanding of the LEGO brand and marketing model to a newly acquired business where you will define the global brand and marketing agenda, strengthen demand generation, improve revisitation and help build the foundations for future growth across our global network of LEGO Discovery Centres. Core Responsibilities As Senior Director, Head of Brand & Marketing for LEGO Discovery Centres, you will lead the development of a world-class brand and marketing function that accelerates guest visitation, improves commercial performance and strengthens the role of our centres as highly valued touchpoints within the LEGO ecosystem. Key responsibilities include:

• Define and lead the global brand and marketing strategy for LEGO Discovery Centres, including brand positioning, audience priorities and revisit-focused storytelling
• Establish and govern global brand standards, ensuring consistency with LEGO brand principles while enabling locally relevant execution across markets
• Diagnose the drivers behind declining guest visitation and translate insights into immediate, impactful actions to improve demand generation and performance
• Lead the annual marketing planning process and align global priorities with the broader LEGO Group marketing calendar
• Define how LEGO Discovery Centres leverage the LEGO marketing model across owned, earned, shared and paid channels, CRM, loyalty and digital consumer journeys
• Own campaign strategy and execution to drive web traffic, eCommerce performance, digital demand, conversion and social engagement
• Lead CRM, loyalty marketing and Annual Pass marketing initiatives in partnership with Sales & Partnerships
• Develop and execute the annual newness, events and campaign agenda to create compelling reasons for families to visit, revisit and recommend
• Establish marketing effectiveness frameworks including audience insights, performance reporting and investment optimisation
• Build and scale a high-performing global and local marketing organisation while strengthening capabilities, governance and ways of working across the network
• Ensure strong execution of global campaigns and plans across all LEGO Discovery Centre markets
• Unlock the storytelling potential of Master Model Builders through PR, content, social media, events and local activation
• Lead PR, communications and social media strategies that strengthen engagement, reputation and consumer demand

Play your part in our team succeeding LEGO Location Based Experiences is a newly established business area within the LEGO Group, created following the acquisition of LEGO and LEGOLAND Discovery Centres. This creates an exciting opportunity to help shape the future of a global attraction business while building strong foundations for long-term success. Our Discovery Centres are important physical touchpoints for families and play a critical role in deepening engagement with the LEGO brand. As we bring the business fully into the LEGO Group, we have a unique opportunity to strengthen performance, elevate marketing capabilities and create even more reasons for families to connect through real-world experiences. As Head of Brand & Marketing, you will be a key member of the Leadership Team and will work closely with leaders across Operations, Sales & Partnerships, Guest Experience & Hospitality and corporate marketing functions. Together, we will build an integrated growth agenda that connects strong brand experiences, compelling campaigns, local activation and commercial performance. This role requires a leader who can balance long-term brand building with immediate commercial action, creating stronger demand, improving revisitation and ensuring LEGO Discovery Centres benefit from the full power of the LEGO marketing ecosystem. Do you have what it takes?

• Bachelor's degree in Marketing, Business, Communications or a related field, or equivalent leadership experience
• Significant senior brand and marketing leadership experience within a global, multi-market consumer business
• Extensive senior leadership experience in brand, marketing or consumer growth roles
• Deep understanding of the LEGO brand, LEGO audiences and the LEGO marketing model
• Proven ability to build global marketing strategies and translate them into successful campaigns and measurable business outcomes
• Strong expertise in digital demand generation, website traffic growth, eCommerce optimisation, CRM, loyalty marketing and performance marketing
• Experience leading integrated marketing campaigns across owned, earned, shared and paid channels
• Strong analytical capability with a track record of using data and insight to solve business challenges and drive growth
• Experience building, leading and developing high-performing marketing teams across multiple markets
• Strong stakeholder management and influencing skills in complex global matrix organisations
• Ability to operate effectively in ambiguity, drive transformation and build new capabilities while delivering immediate results
• Experience partnering closely with commercial, operational and customer-focused teams to deliver business performance

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.