Brand Manager

Job Overview

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.
Responsibilities

Franchise/Brand Marketing Planning, Implementation & Project Management (60%) – Collaborate with Global Marketing teams and our LEGO® Agency to develop communication strategies that enable the U.S. Brand team to implement integrated marketing plans.
Translate brand, audience, and commercial strategies into clear local creative briefs for internal teams and agency partners.
Lead the strategic direction of the Brand Preschool team; ensure the team understands and acts on audience market conditions, preferences, needs and trends, and scale direction to other audiences and franchises/themes as needed.
Grow audience base through product portfolio, innovation, marketing mix activities, and 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 relationships with Channel Marketing, Global Product Development and U.S. Customer Teams to deliver integrated activation plans across marketing channels and platforms.
Manage partnership relationships as required for brand responsibilities.
Business Management (40%) – Influence and collaborate with Global Product Development to develop audience portfolios that meet U.S. Business Unit growth ambitions.
Develop Go‑To‑Market Plans for new product/franchise launches and optimize base portfolio plans.
Create annual audience objectives that inform budget allocations and communications strategies, ensuring efficient and effective marketing plan execution.
Own holistic business performance; analyse audience performance in partnership with the Delivery Brand Manager and execute corrective actions.
Establish Measurement & Evaluation plans and provide feedback to global partners to optimise future plans and portfolios.
Deliver audience presentations for product sell‑in and critical marketing programs.
Collaborate with the Delivery Brand Manager to align brand strategy, budget planning, marketing calendar and campaign execution from planning through delivery.
Qualities & Experience

Demonstrated marketing experience, ideally with family, kids, entertainment, gaming, toy, retail or lifestyle brands.
Strong understanding of translating audience insights into compelling consumer‑facing campaigns.
Analytical skills and record of identifying and capitalising on commercial opportunities to drive brand growth and health.
Successful track record driving meaningful innovation and taking educated risks.
Effective collaborator and negotiator with passion for building relationships across functions and business units in a matrixed organisation.
Experience driving strong retail partner relationships, crafting plans and implementing marketing programmes to build joint commercial value.
Knowledge of integrated marketing channels, digital marketing, metric setting and measurement.
Ability to juggle multiple priorities at scale with speed and on‑budget.
Experience 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 concise and compelling message.
High proficiency in Microsoft Office, especially Excel and PowerPoint.
Work Location & Flexibility

Hybrid working model: 3 days in office, the rest remote – the structure can be discussed during the recruitment process. The role is based in the U.S. and relocation is not supported.
Benefits

Family Care Leave – enhanced paid leave options.
Life and disability insurance covering all colleagues.
Wellbeing initiatives, including the Headspace App.
Colleague discount for product purchases.
Bonus scheme tied to performance goals.
Equal Employment Opportunity Statement

The LEGO Group is highly committed to equal employment opportunity and equal pay and encourages applicants from all backgrounds to apply. We support a diverse, dynamic and inclusive culture where everyone feels safe, valued and belongs. We are a fully inclusive employer and meet all statutory legal obligations for equal opportunity, disability, and living with disability, gender and ethnicity, sexual orientation, religion and veteran status.
Child Safeguarding and Other Compliance

Candidates offered positions with high engagement with children are required to participate in Child Safeguarding Background Screening. We conduct drug screening as part of our drug‑free workplace policy.

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