Adult Engagement & Fan Programs Director

Lego Group; Billund; On-site; DKK 1,800,000 - 2,400,000; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Wellbeing resources

Colleague discount

Bonus scheme

Hybrid Working

Job summary

LEGO Group in Billund invites a senior leader to shape adult engagement and fan programs globally. You will strengthen the LEGO Certified Professional Program governance, evolve LEGO Fan Colab, and connect fan voices with business priorities across a matrixed organization.

You will bring deep experience in fan engagement, drive strategic direction, secure investment, and partner with senior stakeholders to deliver meaningful value for fans and the LEGO Group.

Qualifications

• Led business strategy for fandom or ecosystem programmes with engaged fan communities.
• Used fan insights to set priorities and success measures for fan programmes and ecosystems.
• Evolved governance and value propositions of global fan programmes.
• Aligned Marketing, Consumer Insights, Communications, Legal and Privacy around a global programme.
• Built business cases for investment in global fan programmes.
• Applied marketing and commercial understanding to connect fan engagement with brand priorities.

Responsibilities

• Lead with accountability across a matrixed org to strengthen the LEGO Certified Professional Program.
• Define a compelling value proposition balancing value for LEGO Group with fan trust.
• Translate strategy into delivery by mobilising internal partners and driving momentum.
• Turn fan signals into clear choices for engagement, product and brand decisions.
• Create shared priorities and effective knowledge sharing across teams.

Skills

Fandom strategy

Global stakeholder alignment

Fan community engagement

Governance & value proposition

Job description

Job Description

Just imagine shaping how one of the world’s most recognised brands builds meaningful relationships with its most committed adult fans. Then make it real.

About the role

As our Adult Engagement & Fan Programs Director, you'll shape how we engage with adults and our global fan base. An immediate priority will be strengthening the strategy for the LEGO® Certified Professional Program, evolving its governance and value proposition. From there, you'll develop LEGO Fan Colab and help build our broader Adult Engagement strategy, connecting fan voices with business priorities.

Required Qualifications

• Led business strategy for fandom, or ecosystem programmes, shaping engagement with committed fan, creator communities and experiences.
• Used global fan insight to set priorities and success measures for fandom programmes and direct to consumer eco systems.
• Evolved the governance and value proposition of an established global fan programme.
• Aligned global stakeholders across Marketing, Consumer Insights, Communications, Legal and Privacy around a global programme.
• Built business and value cases for investment in global fan programmes.
• Applied strong marketing and commercial understanding to connect fan and community engagement with brand priorities and business outcomes.
• Acted as a trusted Fan Business Partner, representing external fan perspectives while advising and aligning internal partners around shared priorities and business opportunities.

Preferred Qualifications

• Conducted social listening or research to identify insights from fan or community audiences.
• Delivered brand, product launch or advocacy activations involving fan audiences.

What you'll build

• Lead with clear accountability across a matrixed organisation to strengthen the LEGO Certified Professional Program, aligning teams around governance, priorities, decisions and measures.
• Define and articulate a compelling value proposition, balancing measurable value for the LEGO Group with the authenticity and trust that matter to our fan infrastructure.
• Translate the strategy into delivery by mobilising internal partners, maintaining momentum and holding teams collectively accountable for outcomes across LCP, LEGO Fan Colab and the wider Adult Engagement strategy.
• Turn qualitative and quantitative fan signals into clear choices for engagement, product and brand decisions.
• Create shared priorities, clear communication channels and stronger knowledge sharing across teams.

This is an opportunity for someone with deep experience in fan engagement who knows how to make things happen. You'll already be operating at a senior level, comfortable setting direction, making the case for investment and navigating complex global stakeholders. You'll bring the commitment, ownership and determination to keep moving important work forward.

Life on the team

You'll join the Adult Engagement team working closely with colleagues across Marketing, Community Management, Product, Consumer Insights, Corporate Communications, Legal and Privacy. It's a highly collaborative environment where curiosity, empathy and adaptability matter. You'll listen carefully to different perspectives, build trusted relationships and bring people together around shared priorities.

What success looks like

You'll establish trusted relationships while bringing greater strategic focus and direction to the LEGO Certified Professional Program. Looking further ahead, you'll help evolve LEGO Fan Colab and the broader Adult Engagement strategy, with fan insight increasingly informing business decisions. You'll work with senior business stakeholders, fan leaders, creators, community organisers and LEGO Certified Professionals to create meaningful value for fans and the LEGO Group.

#LI-JW

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.
• Your workplace: Your workplace will be the office, store or factory specified in this advert.
• Hybrid Working: Our hybrid work model, Best of Both offers you the option of flexibility to work from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.

Learn more about our benefits, culture and workplace experience here

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 seeksto 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.