Business Lead Director - LEGO League

Job Description

This is a unique opportunity to shape the future of LEGO League.

Lead the strategy, business, end-to-end development, and global execution of the newly established LEGO League business area – ensuring a successful launch and sustained business of LEGO League leading to a scalable, high-impact global STEM learning and event platform that drives revenue, reach, engagement, and brand impact.

LEGO League is a global learning and competition platform that inspires millions of children to solve real-world challenges through STEM, empowering children through hands-on learning today while building the future global pathway for innovation, creativity, and lifelong confidence.

Note: This is a director position (people leader). Relocation support can be provided.

Core Responsibilities

Program Strategy & Vision

• Define and continuously evolve the LEGO League program vision aligned with LEGO Education and the LEGO Group’s strategic priorities.

• Position LEGO League as LEGO Education’s flagship global showcase for hands-on STEM learning, brand impact, and community engagement.

• Translate high-level strategy and ambition into clear business, marketing, and activation objectives with an integrated global roadmap.

Marketing & Go-To-Market Leadership

• Own the global marketing activation strategy for LEGO League, working with a dedicated team to ensure the program is leveraged as a distinctive showcase for LEGO Education across campaigns, channels, events, PR, social, and partner touchpoints. Orchestrate integrated activation planning across LEGO Education global and regional teams as well as the wider LEGO Group.

• Define annual activation moments, storytelling priorities, launch narratives, audience journeys, and content needs connected to each LEGO League season.

• Ensure marketing activation translates the game, learning experience, and event ecosystem into clear global messaging that strengthens LEGO Education’s reach, engagement, and brand impact.

Governance & Leadership Enablement

• Establish and run program governance.

• Ensure clear roles, responsibilities, and matrix ownership across product experience, marketing activation, events, and go to market.

• Prepare executive-level materials and decision frameworks for leadership forums.

Cross-Functional Orchestration

• Align and coordinate across: Product Experience (game development, sets, and learning content ownership), Marketing & Brand, Communications, PR, social, and owned / earned channel teams, Partnerships (FIRST transition and strategic partner framework), Commercial & GTM (resellers, schools, retail pathways).

• Ensure all stakeholders deliver inputs on time and aligned to program and activation milestones.

• Drive integration of LEGO League into the wider LEGO marketing programs leveraging the brand ecosystem and ensuring the platform delivers meaningful value to the LEGO brand and business.

Program Execution & Delivery

• Own integrated global timelines for: Annual seasons, Global marketing activation, Partner onboarding and readiness framework, Event rollout and ecosystem activation.

• With a cross functional team, ensure successful delivery of:

  • Game experience, rules, storylines, and learning objectives developed by the LEGO Education product experience team.

  • Marketing activation that makes the game, learning experience, and event ecosystem visible and compelling globally.

  • Event experience through partners / non-profit model.

Operating Model & Ecosystem Development

• Anchor and govern the future LEGO League operating model.

• Provide the global framework, tools, and governance for in-market partnerships.

• Build and sustain critical relationships with strategic external partners where global alignment is required and internal stakeholders across the LEGO Group ecosystem.

Performance Management & Impact Tracking

• Define and track success metrics: reach (students, teams, schools), engagement and experience quality, brand impact, share of voice, campaign engagement, and ecosystem contribution.

• Monitor program and marketing activation performance and drive continuous improvement. Lead KPI tracking and reporting to leadership.

Play your part in our team succeeding

This role will own and position the LEGO League business strategy and lifecycle as a flagship LEGO Education platform