Global Retail Play & Demo Experience Director

LEGO Koncernen; Billund; Hybrid; DKK 1,500,000 - 2,100,000; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Colleague discount

Bonus scheme

Hybrid work policy

Job summary

LEGO Group in Billund and Copenhagen seeks a Retail Play & Demo Experience Director to shape how children, families and fans engage with the LEGO brand across stores and LEGO.com. You will lead immersive play zones, product demonstrations and omnichannel experiences, while driving global retail transformation.

We offer a Best of Both hybrid work model (3 days in office, 2 from home) and expect CVs in English. Close date is 16 August 2026.

Qualifications

• Retail or brand experience in premium direct-to-consumer or omnichannel businesses
• Cross-functional program leadership and stakeholder influence
• Experience blending physical and digital engagement for measurable impact
• Strong leadership and change management to build high-performing teams
• Strategic thinking and execution to scale global solutions
• Passion for consumer experience and innovative retail concepts
• Fluency in English (written and spoken)

Responsibilities

• Shape the future of retail experiences by defining global in-store play, demos and audience-led experiences across LEGO Brand Retail and LEGO.com.
• Drive innovation across the retail estate by influencing existing and future store concepts.
• Create scalable global solutions through playbooks and frameworks deployed across the store network.
• Lead experimentation with Digital, Retail Development and Store Operations to test and scale new experiences.
• Collaborate with senior leaders in Design, Merchandising, Marketing and Digital Product to deliver omnichannel experiences.
• Lead and inspire a specialist team to drive innovation and establish best practice across LEGO Retail.
• Build a strong value case for investing in Brand experiences with robust measurement and tracking.

Job description

LEGO Group in Billund and Copenhagen seeks a Retail Play & Demo Experience Director to shape how children, families and fans engage with the LEGO brand across stores and LEGO.com. You will lead immersive play zones, product demonstrations and omnichannel experiences, while driving global retail transformation.

We offer a Best of Both hybrid work model (3 days in office, 2 from home) and expect CVs in English. Close date is 16 August 2026.