Retail Play & Demo Experience Director

LEGO Koncernen; Billund; On-site; 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

• Management Level Director
• Job ID: 0000036942
• Category Sales, Marketing & Product Management
• Locations
  • Billund, Denmark
  • Copenhagen, Denmark

Job Description

Retail Play & Demo Experience Director

At the LEGO Group, play is at the heart of everything we do. As our new Retail Play & Demo Experience Director, you’ll shape how children, families and adult fans experience the LEGO® brand across more than 280 stores worldwide and LEGO.com. From immersive play zones and innovative product demonstrations to influencing the next generation of LEGO Stores, you’ll lead one of the most exciting areas of our global retail transformation.

We're pleased to share that we offer a hybrid working week arrangement called Best of Both, requiring 3 days in the office and 2 days from home.

The closing date for all applications will be Sunday 16th August 2026. Please submit your CV in English.

Core Responsibilities

• Shape the future of retail experiences by developing the global strategy for in-store play, product demonstrations and audience-led experiences across LEGO Brand Retail stores and LEGO.com.
• Drive innovation across our retail estate by influencing both existing stores and future store concepts, ensuring play remains at the heart of every customer journey.
• Create scalable global solutions through playbooks, frameworks and retail concepts that can be deployed across our worldwide store network and adapted for other branded channels.
• Lead experimentation and continuous improvement by partnering with Digital, Retail Development and Store Operations teams to test, measure and scale new experiences.
• Collaborate across the business with senior leaders in Store Design, Visual Merchandising, Category Management, Marketing and Digital Product to deliver seamless omnichannel experiences.
• Lead and inspire a specialist team, building a high-performing function that drives innovation, measures impact and establishes best practice across LEGO Retail.
• Build a strong value case for investing in Brand experiences though right intervention if digital tracking, measurement frameworks and tracking rigour.

Do you have what it takes

We're looking for an experienced retail experience leader who can combine creativity with commercial thinking and influence at a global scale.

You'll bring:

• Significant experience creating exceptional retail, customer or brand experiences within premium direct-to-consumer or omnichannel businesses.
• A proven track record of leading complex, cross-functional programmes and influencing senior stakeholders across multiple business functions.
• Experience developing innovative customer experiences that blend physical and digital engagement and deliver measurable business impact.
• Strong leadership and change management experience, with the ability to build, develop and inspire high-performing teams.
• Excellent strategic thinking and execution skills, turning bold ideas into scalable global solutions.
• A passion for consumer experience, retail innovation and creating memorable moments that strengthen brand connection.
• Fluency in English, both written and verbal.

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.
• 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.

Just imagine building your dream career.

Then make it real.

Join the LEGO® team today.