Lead, Digital Experiences & Brand Integration

1001 LEGO System A/S; Billund; Hybrid; DKK 1,000,000 - 1,400,000; Full time

Benefits offered by this job

Family Care Leave

Insurance - life and disability

Wellbeing resources

Colleague Discount

Bonus scheme

Hybrid work policy

Job summary

The LEGO Group is seeking a Senior Digital Experience Lead to drive digital strategy for LEGOLAND attractions and LBPX initiatives in a hybrid Denmark-based role. You will lead cross-functional teams across creative, technology, and operations to deliver innovative digital experiences that align with LEGO brand standards and guest expectations.

Responsibilities include shaping investment plans, partnering with Merlin and LEGO teams, and applying a future-focused test-and-learn approach.

Qualifications

• Strong background in digital experience design, digital product development, interactive technologies, or related disciplines.
• Proven experience delivering digital experiences.
• Demonstrated expertise in digital experience design and integration from concept through delivery.
• Ability to apply brand principles within consumer-facing experiences.
• Experience collaborating across multiple stakeholders, including creative, commercial, technology, and operational teams.
• Strong project leadership skills with the ability to influence without direct authority in a global matrix environment.
• Excellent communication, facilitation, and relationship-building skills.
• Advanced English language proficiency.

Responsibilities

• Deliver the LEGOLAND brand vision by driving Foundations and LEGOLAND Heart investment plans and digital projects.
• Lead integration of digital experiences across CPL products, attractions, and broader initiatives.
• Establish a premium collaboration model with Merlin Entertainments' design teams for value creation.
• Partner with LEGO Brand Parks & Experiences and Merlin teams to embed a test-and-learn approach for digital experiences.
• Act as subject matter expert for digital experiences within LEGOLAND attractions and the LBE category.
• Drive digital experience insights using guest feedback to influence future innovations and investments.
• Support the Brand Assurance team with day-to-day review and approval of submissions.
• Provide creative leadership and governance across global and local projects, ensuring LEGO brand standards.

Skills

Digital experience design

Digital product development

Project leadership

Cross-functional collaboration

Brand integrity

English communication

Job description

The LEGO Group is seeking a Senior Digital Experience Lead to drive digital strategy for LEGOLAND attractions and LBPX initiatives in a hybrid Denmark-based role. You will lead cross-functional teams across creative, technology, and operations to deliver innovative digital experiences that align with LEGO brand standards and guest expectations.

Responsibilities include shaping investment plans, partnering with Merlin and LEGO teams, and applying a future-focused test-and-learn approach.