Brand Director (fixed-term contract)

Job Description

Take stewardship of one of the world’s most popular brands, inspiring millions of children, families and adults to play, have fun and learn with our exciting, novel and relevant products! 

This Brand Director position will be responsible for bringing the LEGO stories & experiences to life in the EUC BU / DACH (Germany, Austria and Switzerland) to deliver on our vision for the future! 

Please note: This position will be based in our Sales office in Grasbrunn and will operate on a hybrid working model with 3 days in the office and 2 days remote. 

This is a fixed-term contract until September 2027. Relocation support is not offered for this role.  

Core Responsibilities 

People leadership 

• Actively develop the Brand Management team and support all individuals on their growth, learning and development journey, creating a culture of trust, candor, caring, fun and collaboration

• Be a constructive and proactive member of the Marketing Leadership Team (MLT), shaping and building a high performance, cross-functional and agile culture within the EUC organisation, rooted in the LEGO Leadership Playground values (Bravery, Curiosity, Focus)

• Deliver on the HR core processes (People Dialogue, Performance Rating, Bonus) 

Brand Management EUC (DACH – Germany, Austria, Switzerland) 

• Establish, lead, support & coach self-organising teams to develop the EUC go-to-market strategy, and deliver the local BU (Austria, Germany, Switzerland) marketing, communication & execution plans for the respective audiences (consumers & shoppers)

• Drive the marketing innovation agenda - step change digital, experiential, performance and data-insight driven marketing as well as a test & learn approach

• Drive efficiency, effectiveness & impact in the execution of local marketing plans and closely align with sales, operations, demand planning teams, partners and agencies to deliver results

• Secure strong media, social media, event and engagement plans

• Collaborate across the marketing team, as part of the MLT and co-shape regional go to market, Integrated Commercial Planning, Drive Period, Seasonal, Occasional, Passion point driven and launch plans and toolboxes through ongoing exchange, sharing of insights and after action reviews (AARs)

• Foster strong internal relationship with the regional teams to champion global direction and share/adopt standard methodologies

• Develop and use both the LEGO Ecosystem, an OESP (owned, earned, shared, paid) approach & select partnerships to augment local impact, developing and delivering integrated joint business plans 

Business leadership 

• Full P&L accountability for your audiences, brands, tentpoles and launches

• Take ownership and drive the LEGO market share performance as well as the short-term (17 week) planning assumptions

• Oversee budget management of audience marketing budgets

• Represent business performance at the weekly Business Performance Review and monthly S&OP meetings – providing insights and taking corrective actions

• Collaborate closely with counterparts in Sales and Operations to take fast decisions on business-critical topics

• Ensure team are focused on delivering the EUC business strategy and Marketing must win Team Objectives– through regular review of priorities and Marketing Team objectives and key results

• Be a valuable member of decision forums such as Business Performance Review, S&OP, etc., providing a marketing & audience perspective to business decisions helping to drive the overall EUC business

Play your part in our team succeeding 

As the Brand Marketing Director EUC, you will be responsible bringing the LEGO stories & experiences to life in EUC (Austria, Germany and Switzerland). The goal is to create and foster consumer demand for the LEGO Group by capturing consumer, shopper and market insights and working them into engaging, compelling and innovative go to market plans, campaigns, activations, events, omnichannel, in store and online presentations and overall marketing programs that remain grounded in a strong brand, commercial understanding and focus.  

The Brand Marketing team provides insights and collaborates with the regional and global teams, where campaigns and products are developed. The agile audience teams then create and bring these products and stories to life in our markets. Working with sales and operations teams, as well as agency partners (media, event, PR, influencer, etc.), licence partners, media (incl. Social and influencer), the LEGO ecosystem (LEGO Retail, LEGOLAND, Merlin, etc.) and brand partners is part of the success of the LEGO marketing approach. The role of Brand Director, will be a key part of the EUC Marketing Leadership Team and reports to the Senior Director Marketing EUC.

Do you have what it takes? 

• Several years of experience as a Brand, Marketing and/or Sales professional, ideally from one or more FMCG companies or successful brands

• Demonstrable track record of driving brand love, brand growth and brand health paired with a strong focus on delivering commercial critical metrics (CS, Market Share, etc.)

• Proven experience operating and developing broad networks with internal and external collaborators

• Demonstrated understanding of all major media channels (incl. social) & touchpoints, critical metric setting, insight based hypothesis testing, measurement and test & learn culture

• Leadership mentality; envisioning, engaging and enabling teams to succeed professionally and personally

• Demonstrated ability to be an impactful member of a leadership team

• Self-motivated and highly driven for results with a fun, can-do mentality and the ability to take others on the journey

• Strong communication, conceptual thinking and persuasion skills, with ability to translate insights into concepts and into action

• Proficiency in English is a prerequisite. Proficiency in German is a significant advantage

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.

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.