Senior Director, Head of Kids' Engagement

Job Description

Can you drive the strategy of kids’ fan engagement for the LEGO Group?

Drive forward our strategy to build a connected, inspirational, creative and safe fan ecosystem for children, build their love of LEGO bricks and the LEGO brand and inspire and develop the builders of tomorrow!

We are looking for a seasoned superstar marketeer to unlock the next phase of our kids’ engagement strategy which must be of world-class quality, innovative and deliver experience across our digital and non-digital touchpoints. You will work in collaboration with many other teams to ensure connectivity with the LEGO Group’s gaming, marketing and membership initiatives, our responsible engagement with children and (physical) product development and innovation.

You will provide thought leadership, set the strategy and guide a team to deliver rewarding, useful, inspirational and responsible fan products, projects, programmes and experiences for kids all over the world.

This senior role will be integral in helping us to engage with millions of children globally, helping to inspire and develop the builders of tomorrow. This position is charged with finding innovative ways to welcome, engage and delight children, with their many preferences and needs.

To be successful in this role you will have experience in fan programme development (ideally targeted towards children), interactive engagement products and or experiential entertainment and have led medium sized teams directly and by influence, ideally in complex fast-paced organisations with global scale and matrix set up.

Core Responsibilities

• Using your leadership experience, strategic attitude, commercial acumen and results focus to set and communicate your kids’ engagement vision.

• Be a thought-leader for kids’ entertainment and engagement, represent the LEGO group in public, private (for instance with legislative and government bodies) and on global stages.

• Be able to lead a team by guiding and coaching to deliver continuous value through experiments, programmes and products, contributing to the direct and lasting relationship with consumers.

• Lead internal and external partners at the most senior level, advocating the vision and the core experiences building strong collaborative partnerships.

• Be the business and audience leader, accountable for the success of a large portfolio of the (digital) ecosystem inclusive of channels, products, programmes and initiatives. Integrating optimally in an agile product led organization.

• Be a key member of the Digital Consumer Engagement (DCE) Leadership Team, supporting the SVP of DCE in laying out the strategic roadmap as it relates to kids, parents, marketing, experiences and membership.

• Inspire change within the LEGO Group, working closely with the Markets and Channels and Digital organisations to ensure the success of the engagement strategy, showing the value that direct engagement and lasting relationships with children bring to users and to the business.

Play your part in our team succeeding

The expectations of consumers and shoppers have changed. Technology and digital have significantly altered how consumers live their lives and define their expectations of a brand. Seamless customer journeys across all channels and focused not on the transactional but the personalized, meaningful relationships are key in building brand preference, dedication, following and fandom.

The LEGO Group’s approach to our consumers should also reflect this and move from a traditional “push” marketing strategy to building long-term, direct relationships with them, focusing on engagement, solutions and answering their needs. In essence, shifting the focus from ‘product first’ to ‘passion, consumer and fan first’, thereby driving brand preference, product discovery, increasing consumer insight and retention and ultimately increasing consumer lifetime value.

Do you have what it takes?

• Significant experience in safe, innovative kids’ digital play, entertainment and experiences, global fan management using digital products and /or loyalty programmes.

• Experience working on physical and/or digital products or experiences targeted towards a child / family / integrated audience.

• Experience working on connected ecosystems / omnichannel content and commerce would be beneficial.

• Shown ability to navigate transformative digital projects successfully.

• Ability to thrive in a complex stakeholder landscape.

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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, incl