Senior Brand Manager

Job Category: Brand Marketing
Job Type: Full Time
Job Location: Boston - MA

 LEGO Group

 

Bring your marketing expertise to our team to deliver on our mission to inspire and develop the builders of tomorrow!

 

This role presents the opportunity to design our annual audience go-to-market strategies, franchise portfolio choices, communications platforms and innovations to drive brand health and sales growth in the U.S. Market.

 

Core Responsibilities

 

Franchise/Brand Marketing Planning, Implementation, & Project Management (60%)

  • Collaborate with Global Marketing Teams & Our LEGO® Agency to develop communication strategies and platforms that will enable Brand Teams to implement integrated marketing plans to drive brand equity, build active share (penetration) and re-activation (repeat purchase) for the US Business Unit

  • Lead the strategic direction of the Brand Audience Team; ensure team 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 (M&C) marketing, Global Product Development and Business Unit Customer Teams to deliver integrated, comprehensive activation plans across marketing channels and platforms

  • Manage partnership relationships (internal/homegrown IP and external/entertainment IP/Gaming) as designated brand responsibilities require (QBRs and Brand Updates)

Business Management (40%)

  • 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-to-world 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 and initiate corrective actions where necessary

  • Establish Measurement & Evaluation plans; provide insights to Global and M&C partners 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

  • Deliver value to Brand Delivery, customer, trade marketing and eCommerce teams to build shopper activation plans to drive performance

Play your part in our team succeeding

 

The U.S. Marketing department is responsible for crafting and fostering consumer demand by converting audience, shopper, and market insights into compelling, creative, and innovative marketing programs that remain grounded in a strong commercial understanding and focus.

 

This individual will join the US Brand Management Team as Senior Brand Manager, serving as the strategic lead to drive sustainable growth among the LEGO Group’s Kids Focused Franchises by designing innovative strategies and marketing plans.

 

Do you have what it takes?

  • Minimum 7 years in Brand Marketing preferred, ideally 2+ in CPG, entertainment, or technology marketing; agency experience a plus!

  • Advanced analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health.

  • Proven success in driving meaningful innovation based on business needs. Consistently seeks new ideas and new approaches not shying away to take educated risks.

  • Effective relationship builder and negotiator who can collaborate across functions and business units in a matrixed organization.

  • Proven success 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.

  • Strong presentation and writing skills with the ability to convey a compelling and concise message, and to engage and inspire colleagues.

  • High level proficiency in Microsoft Office, especially Excel and PowerPoint, in order to drive quality business analyses and communication.

  • Domestic travel required, pending any COVID-19 travel restrictions.

  • Previous experience effectively marketing to multicultural or underserved audiences preferred.

  • Additional experience in digital marketing, trade marketing, public relations, or key account management a plus!

Additional details on this position

  • The salary for this position has a range of $120,400 – $180,700 USD based on anticipated responsibilities, market benchmarks, and organizational constraints. The LEGO Group carefully considers a wide range of compensation factors, including but not limited to prior experience, skills, expertise, location, internal equity, and other considerations permitted by law. The comprehensive remuneration details, inclusive of benefits, will be communicated upon finalization of the employment offer.

 

  • This position will initially be based at 10 St. James Street in Boston, before moving to a new office location at 1001 Boylston Street by mid-2025. Our hiring teams will discuss this with you during the interview stages.

 

  • Our workplace enables our LEGO Group colleagues to be and do their best at work. Introducing a flexible way of working through a hybrid working model is a great example of how we live up to our ambition. This 3 day in the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues.

 

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