Senior Brand Manager

Job Description

Are you ready to make a significant impact in the world of brand marketing? As a Senior Brand Manager, you’ll play a pivotal role in shaping our U.S. market strategies. Bring your creativity and strategic vision to drive growth and inspire the next generation of builders through innovative marketing initiatives!

• Collaborate with Global Marketing Teams & OLA 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 U.S. 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 relationships 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/HGIP and external/eIP/Gaming) as designated brand responsibilities require (QBRs and Brand Updates).

• Influence and collaborate with Global Product Development to develop audience portfolios to meet the growth ambitions of the U.S. 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 feedback 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.

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.

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 U.S. Brand Management Team as a Senior Brand Manager, serving as the strategic lead to drive sustainable growth among the LEGO® Group’s Entertainment and Gaming IP franchises by designing innovative strategies and marketing plans. The role reports directly to the U.S. Brand Director.

• Extensive experience in Brand Marketing, ideally inclusive of experience 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…