Brand Manager

Job Description

Just imagine turning audience insights into LEGO® brand experiences that inspire adult builders and drive growth. Then make it real.

As our Brand Manager, Adult Audience, US Marketing, you'll lead the delivery, measurement, and evaluation of audience marketing programs and campaigns. You'll work alongside the Brand Manager responsible for strategy and design, translating priorities into integrated activations across media, retail, eCommerce, social, influencer, public relations, and experiential channels. You'll connect brand health with commercial performance, ensuring campaigns reach adult consumers and deliver measurable results.

• Led consumer marketing programs for family, entertainment, gaming, toy, retail, or lifestyle brands.

• Strong analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health.

• Proven success in driving meaningful innovation across marketing mix. Consistently seeks new ideas and new approaches, not shying away to take educated risks.

• Effective collaborator and negotiator who is passionate about building relationships across functions and business units in a matrixed organization. Appreciates strength in working with people from diverse backgrounds.

• Experience driving strong retail partner relationships and executing marketing programs to build joint commercial value with larger retailers.

• Strong understanding of Integrated Marketing channels including critical metric setting and measurement.

• Ability to deliver multiple priorities simultaneously at scale with speed and on budget.

• Outstanding presentation and writing skills with the ability to convey a compelling and concise message, and to engage and inspire colleagues.

• High level proficiency in Microsoft Office, especially Excel and PowerPoint, in order to drive quality business analyses and communication.

• Domestic travel required.

• Developed marketing programs that engaged adults as consumers or shoppers for other adults.

• Created campaigns for multicultural or underserved audiences.

• Delivered digital marketing, trade marketing, or key account management initiatives.

This role is focused on bringing brand and audience strategies to life in the U.S. Market. In close partnership with the Design Brand Manager, who leads longer-term strategy and planning, the Delivery Brand Manager leads the development and execution of integrated marketing plans across channels and partners.

• Partner with the Design Brand Manager and agency teams to translate audience and franchise strategies into localized, integrated marketing plans that drive brand and business growth. Example KPIs: brand equity, active share (i.e. penetration), awareness, and frequency.

• Input into the annual U.S. Marketing objective-setting process and target audience communications planning to ensure efficient and effective marketing plan executions for target audiences and LEGO franchise(s)

• Lead cross-functional execution of marketing campaigns, partnering with PR, Experiential, Retail Marketing, eCommerce, Influencer, Social and other teams to ensure plans are integrated and aligned to the broader brand and media strategy

• Foster strong internal relationships with the US Customer Teams to deliver integrated activation plans across channels and platforms

• Manage partnership relationships (agencies, IP, and vendor) as designated brand responsibilities require

• Manage budgets and financials related to marketing campaigns and overall business health, inclusive of product portfolio

• Support customer sell-in and lead the execution of…