Senior Brand Strategy Manager, LEGO Brand Parks & Experience

Senior Brand Strategy Manager, LEGO Brand Parks & Experience

• Location

• Billund, Denmark

• London, United Kingdom

• Job ID 0000019768

• Category Sales, Marketing & Product Management

Job Description

#LI-JL1

#LI-Hybrid

Do you thrive on working with powerful brands across companies and are you ready to position, build, and amplify the combined power of the LEGO® and LEGOLAND® brands?

Join us to help build unforgettable and immersive LEGO brand experiences for families with children at LEGOLAND parks and discovery centers!

Please note the work location is either Billund, Denmark or London, UK and no relocation assistance is offered for this role.

Core Responsibilities

• Strategically integrate key global brand campaigns, ensuring they align with overall brand values and are effectively represented in parks and discovery centers.

• Represent Merlin Entertainments in strategic discussions with the broader LEGO organization and global brand teams, unlocking the full potential of parks and discovery centers within the LEGO ecosystem.

• Lead strategic brand initiatives and oversee major brand-related projects.

• Ensure consistent and cohesive brand experiences across the LEGO and LEGOLAND brands at a strategic level.

• Oversee the implementation of a joint LEGOLAND brand framework, ensuring it remains current and strategically aligned.

• Analyze brand insights to craft compelling strategic narratives and provide high-level, actionable recommendations in partnership with our insights team.

• Collaborate with the brand relations team and contribute strategically as a valued member of the Brand and Marketing team.

Play your part in our team succeeding

Merlin Entertainments Group is the world’s second-largest theme park operator. The group owns and operates 10 LEGOLAND Parks, 29 indoor LEGOLAND Discovery Centres, 9 LEGOLAND Hotels, and 4 LEGOLAND Water Parks, attracting over 17 million guests annually.

The LEGO Brand Park & Experience (LBPX) team plays a vital role in supporting LEGO’s mission to inspire and develop the builders of tomorrow! We are responsible for driving the strategic partnership between The LEGO Group and Merlin Entertainments, aiming to create cohesive and engaging experiences across LEGOLAND and The LEGO Group. Our mission is to deliver fun, immersive experiences on an epic scale that ignite a lifetime of play, creativity, and imagination. In this role, you will join the team focused on brand, marketing, and innovation within LBPX.

Do you have what it takes?

• 5-8 years of experience managing a top-tier global brand or IP, with a strong track record in brand building and strategy development.

• Extensive experience in global marketing, with strong digital skills and proficiency in English.

• Proven track record to work in a global company, navigating diverse markets and cultures, and marketing in the kids/family or location-based entertainment sectors is a plus.

• Excellent communication and collaboration skills, with the ability to work both independently and as part of a team.

• Strong personal integrity and ability to balance global strategies with localized approaches.

• Willingness to travel approximately 30days/year.

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.

Research shows that women and people from different underrepresented backgrounds often only apply for a job if they meet 100% of the listed qualifications. For all candidates, if you dream of being a part of our team and you meet many, but not all of our listed qualifications for this role, please apply.

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.