Marketing Director, Adults

Job Description

Are you ready to lead the charge in transforming how adults engage with the LEGO® brand? Can you craft innovative strategies that captivate and inspire adult audiences worldwide?

As the newly established Marketing Director for the Global Adult Product Group, based in Billund, you'll lead strategies to captivate adult audiences and build a cohesive brand experience. Join us to drive growth in adult-focused categories like Art & Deco, Music, Sports, and Gaming, shaping the future of LEGO® for adults!

Core Responsibilities

As Marketing Director for the LEGO Group's Global Adult Product Group, you will spearhead innovative strategies to engage adult audiences, working closely with leadership and franchise teams to craft a cohesive brand experience. This also includes:

• Establish an innovative engagement model to reach adult consumers through effective platforms and meaningful interactions.

• Develop and implement a comprehensive annual marketing strategy in collaboration with franchise leads, internal agencies, and market group partners.

• Work with market group partners to ensure the marketing strategy is seamlessly integrated throughout the consumer journey, from inspiration to purchase.

• Collaborate with platform and channel owners to deliver a cohesive adult-first experience and messaging across all touchpoints.

• Lead the creation of impactful marketing campaigns in partnership with lead markets, ensuring alignment with brand objectives.

• Guide the evolution and consistent application of the Adult brand identity across products and consumer experiences.

• Partner with the portfolio strategy director to embed marketing insights into product development and support the selling-in process to market groups and retailers.

• Monitor business performance, industry trends, and competition, and develop adaptable strategies to maintain and improve market position.

Play your part in our team succeeding

Adults are currently our fastest growing audience, driving TLG’s upward business trajectory while also helping bring the LEGO brand to more families.

With this growth comes exciting innovations in the products and experiences we create, as well as how we bring these to market. In this role, you will have he opportunity to lead this transformation, working alongside a high-performance team. You will be involved in the full product & marketing value chain – from strategy to product development, through to go-to-market. You will be leading the development and growth of a new audience & category, building relevance for the LEGO brand experience in the lives of adults, and exploring new areas that adults are passionate about – such as Art & Deco, Music, Sports, and Gaming.

Do you have what it takes?

• A business-related degree in Marketing or equivalent experience, with proven expertise in similar Marketing Director roles or potential for promotion.

• Demonstrable track record of contributing to brand growth and leading commercially successful campaigns.

• Thrives in agile, interconnected, matrixed organizations, effectively turning consumer, shopper, and market insights into action.

• Strong blend of commercial and creative skills, with the ability to drive meaningful innovation.

• Excellent communication and presentation skills.

• Ability to translate insights into actionable strategies, fostering brand growth and innovation.

Build your career brick by brick at the LEGO Group.

"Be at the forefront of establishing the footprint of the LEGO brand beyond the kids’ playroom, and into the lives and homes of adults and families across the globe!"
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We wanted to let you know that we will be pausing our recruitment activities during the holiday season. This means that this process will resume in January 2025. 

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.

Research shows that women and people from different underrepresented backgrounds often only apply for a job if they meet 100% of the listed qualifications. For all candidates, if you dream of being a part of our team and you meet many, but not all of our listed qualifications for this role, please apply.

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.