Vice President, Brand Development

Job Description

Are you an experienced global brand leader energized by the unique opportunity to lead and develop one of the world’s most loved brands?  ​

PLAY YOUR PART IN OUR TEAM SUCCEEDING!​
The Brand Development department exists to nurture and protect our most valuable asset; the LEGO® brand. A critical part of our Marketing Transformation is to become more systematically brand-led. Increased investment in marketing the brand supports this strategic priority, and the team is charged with driving enhanced activations, new brand partnerships and accelerating brand leadership in our product and marketing development. This requires you to have a strong brand vision, a high level of marketing sophistication, and proven leadership experience to champion the journey. ​

In addition, the Global Brand Development team leads the charge on our D&I efforts to increase representation in our product, marketing and experience development – to ensure that all kids see themselves in LEGO play. They also spearhead our approach to culture marketing, activating around key moments and people in order to drive salience, meaning and differentiation of our brand. The team also plays the central orchestrating force behind key global brand moments such as World Play Day for the entire LEGO ecosystem of touch points. ​

CORE RESPONSIBILITIES​
As the Vice President of Brand Development, you will play a key role in leading and developing a team of ~20 professionals that will: ​

• Lead all aspects of global brand strategy and direction of brand marketing initiatives (e.g., Rebuild the World global brand campaign, World Play Day, Nike partnership) ​

• Drive transformational change among internal and external stakeholders to accelerate brand leadership of our product and marketing development. ​

• Spearhead senior level stakeholder management and engagement in strategy and budget approval, including LEGO Brand Group, Board of Directors and Executive Leadership team. ​

• Chair the Brand Forum – a cross-functional team of senior leaders across all LEGO entities whose job is to identify, prioritize and decide how to best mobilize in a coordinated way around key brand messages (e.g., learning through play, sustainability, gender inclusivity, etc.) ​

• Be responsible for all brand guidelines and governance – across all entities of the LEGO Brand Group (e.g., The LEGO Group, LEGO Education, LEGO Foundation, LEGO Ventures, etc.), and put more structure around how experience principles are defined and brought to life. ​

• Drive systematic brand health measurement and action planning.​

• Be an active member of the Brand, Marketing, Insights & Partnerships Leadership Team!

DO YOU HAVE WHAT IT TAKES?​

• Extensive experience in developing and implementing global brand strategy. ​

• Proven experience in leading global brand organizations and organizational transformation​

• Proven track record in delivering strong brand activations and results.​

• Proven experience in inspiring, developing and leading teams. ​

• Consistent track record being highly collaborative while also being disciplined in setting direction, guidelines and decisions. ​

• Strong track record in driving creative and innovative work by bringing out the best in creative and media agency partners. ​

• Working with in-house agency is a plus. ​

• Experience in marketing brands in the kids and family space a plus. ​

• Ability and willingness to operate within a global context, including moderate to heavy travel at times.

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. 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.