Brand Strategist, GAME

the LEGO Group; Billund; Hybrid; Confidential; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Wellbeing resources

Colleague Discount

Bonus scheme

Hybrid workplace policy

Job summary

The LEGO Group is seeking a Brand Strategist, GAME, to shape brand direction across LEGO Games and game integrations. You will translate insights into strategy that guides partners and drives growth among children, families and gaming communities worldwide.

You’ll work at the intersection of gaming, audience insight, product development and creative strategy, collaborating with studios and internal teams to build distinctive player experiences while upholding LEGO values.

Qualifications

• Led brand development initiatives within the gaming industry.
• Built compelling brand strategies translating creative vision into player value propositions.
• Applied game development insight by leading teams or partnering with studios.

Responsibilities

• Establish clear brand direction across key game integrations and standalone games.
• Create distinctive brand foundations and propositions for live-service experiences.
• Shape unique value propositions for players and creators.
• Strengthen partnerships between studios and internal branding and product teams.
• Balance LEGO brand values with partners' creative ambitions.
• Support audience growth and portfolio success across LEGO Games.
• Help ensure experiences stay relevant in a dynamic gaming landscape.

Skills

Brand strategy

Gaming industry

Leadership

Cross-functional collaboration

Market insights

Partner management

Job description

Job Description

Just imagine shaping how millions of players experience LEGO® play through gaming. Then make it real.

About The Role

As our Brand Strategist, GAME, you'll help define how LEGO® play comes to life across a growing portfolio of game integrations. Sitting at the crossroads of gaming, audience insight, product development and creative strategy, you'll turn big ideas into clear brand direction that inspires players, guides development partners and supports business goals. It's a role with real influence, where you'll help shape experiences that reach children, families and gaming communities worldwide.

Please note Relocation support is not available for this role. This is a 12-month Fixed Term Contract.

Required Qualifications

• Led brand development initiatives within the gaming industry intersecting with bringing significant experience from a senior strategic or leadership role.
• Built compelling brand strategies that translated creative vision into successful player value propositions and commercial outcomes.
• Applied game development expertise through hands‑on experience leading development teams or partnering closely with studios throughout the development lifecycle.
• Delivered brand direction across complex gaming products, balancing brand integrity with creative and product ambitions.
• Used market, audience and player insights to shape strategic decisions, identify opportunities and develop distinctive brand propositions.
• Partnered across creative, technical and commercial functions, influencing stakeholders and aligning diverse teams behind a shared vision.

Preferred Qualifications

• Applied a values‑led approach to creating meaningful player experiences.
• Mentored teams and fostered collaborative, creative environments.
• Built partnerships across creative, technical and commercial functions.
• Delivered game integrations within established game ecosystems and player value propositions.

What You’ll Build

• Establish clear brand direction across key game integrations and standalone games.
• Create distinctive brand foundations and unique propositions for new and live‑service game experiences.
• Shape the unique value proposition for players and creators
• Strengthen partnerships between studio collaborators and internal brand and product stakeholders.
• Balance LEGO brand values with the creative ambitions of development partners.
• Support audience growth and portfolio success across LEGO Games.
• Help ensure experiences stay relevant within an ever‑evolving gaming landscape.

If you've worked in a role where you connected game development, brand building and commercial goals, you'll feel at home here. What matters most is your ability to turn insight into action, bring people together around a shared vision and create experiences that players genuinely love.

Life on the team

You’ll join LEGO® GAME within the LEGO Group's Product and Marketing Development organisation, helping create gaming experiences that reach millions of children and adults around the world. You'll be part of a highly skilled international team that values individual strengths, team spirit and great collaboration. Together, we combine strategic thinking with creative execution, and we believe play and having fun are an important part of doing great work.

What Success Looks Like

Success means creating strong, recognisable and meaningful brand experiences across multiple game integrations while building trusted partnerships with studio teams and internal stakeholders. Over the coming months, you'll help expand LEGO gaming experiences, strengthen audience and portfolio strategy, support new titles and live‑service experiences, and contribute to the future direction of the portfolio. You'll work closely with integration studio partners, game producers, strategic audience leads, product, analytics and marketing teams, as well as brand and franchise colleagues, to bring the next generation of LEGO play to life.

What’s in it for you?

• 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.

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.