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About the Role

The Vice President, LEGO® Retail Experience & Marketing is a global leadership role responsible for shaping and delivering an exceptional end-to-end shopper experience across LEGO.com and LEGO® Retail stores. Leading a global team of approximately 80 colleagues, the role brings together experience, marketing and commercial disciplines to drive traffic, frequency and average order value, while building deeper emotional connections with families, adults and children. As a member of the LEGO® Retail Leadership Team, this leader will play an important role in the broader performance and development of LEGO® Retail, bringing an enterprise-wide perspective and ensuring our branded channels deliver outstanding experiences while supporting the ambitions of the LEGO® Group.

Responsibilities

Lead the global Retail Experience & Marketing organisation, creating a clear vision and bringing a diverse, geographically dispersed team together around shared priorities and outcomes.
Shape and evolve the end-to-end shopper experience across LEGO.com and LEGO® Retail stores, ensuring a coherent and compelling omnichannel experience.
Elevate LEGO® Retail stores as brand lighthouses, defining what outstanding store experience looks like and prioritising investment where it can have the greatest customer, brand and commercial impact.
Lead the continued development of the LEGO® Retail value proposition, building distinctive experiences that strengthen the role of our owned retail channels.
Set and deliver the global LEGO® Retail marketing strategy across owned, earned, shared and paid channels, connecting globally developed strategies with strong regional execution.
Lead campaign development and execution across areas including promotions, social media, in-store campaigns, catalogues, online discovery and membership acquisition.
Drive marketing effectiveness through strong performance management, campaign analytics, media strategy and effective allocation of the marketing budget.
Develop a comprehensive paid media strategy across digital and traditional channels, driving effective activation across LEGO.com and stores.
Embed a culture of experimentation and learning across LEGO® Retail, using pilots, insight and data to continuously improve the shopper experience and commercial performance.
Work on the evolution of Store Design, Store Experience and Visual Merchandising, combining innovation with engaging, hands-on LEGO® experiences that bring the brand to life.
Represent the voice of LEGO® Retail and our branded channels within company-wide product portfolio and go-to-market development.
Build strong partnerships across the LEGO® Group, navigating competing priorities and ensuring decisions support the overall interests and ambitions of the enterprise.
Contribute as an active member of the LEGO® Retail Leadership Team, taking collective accountability for the performance, organisational health and future development of LEGO® Retail beyond the direct functional remit.

Requirements

Extensive experience in branded consumer retail marketing, spanning physical stores and online channels, ideally within a large, global consumer organisation operating across both direct-to-consumer and wholesale channels.
Significant senior leadership experience, with a strong track record of leading sizeable, diverse teams across multiple markets and geographies, setting clear vision and direction and creating alignment through ambiguity.
Deep expertise in retail marketing an omnichannel customer experience, connecting stores, e-commerce and digital touchpoints to drive traffic, conversion, frequency and customer value (ideally in the context of a B2B orientated organisation).
Strong experience in driving bold, creative and commercial decision making to focus on store elevation and execution; visual merchandising, plannogramming to ensure rich storytelling aligned with multiple cross functional teams (ops, supply chain, etc).
Strong experience in digital marketing, paid media and connected marketing activation, creating an integrated ecosystem across digital and traditional channels.
Deep experience in traffic generation, in-store and online activation, promotions and loyalty or membership programmes, with a clear focus on measurable commercial outcomes.
A strong track record of driving transformation, change and innovation, bringing new thinking while successfully leading teams and stakeholders through change.
Demonstrated experience designing and delivering complex omnichannel solutions at scale, working across markets, functions and business units to create a joined-up customer experience.
Strong understanding of product development and go-to-market, with the credibility to influence the broader marketing value chain at senior level.
Highly skilled at navigating complex, multi-stakeholder and matrixed organisations, with exceptional communication and collaboration skills and the ability to build alignment, influence and challenge effectively at all levels, including executive leadership.

Skills

Omnichannel customer experience
Retail marketing
Digital marketing
Paid media
Connected marketing activation
Traffic generation
In-store activation
Online activation
Promotions
Loyalty programmes
Membership programmes
Transformation
Change management
Innovation
Product development
Go-to-market strategy
Communication
Collaboration
Influencing

Location

London
Billund
Boston

Work Type

Hybrid Working
Office
Store
Factory

Experience Level

Senior leadership
Vice President

Benefits

Family Care Leave
Life and disability insurance
Wellbeing resources and benefits
Colleague Discount
Bonus scheme

About the Company

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 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.

Equal Opportunity

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.