Retail Play & Demo Experience Director

Lego Group; København; On-site; DKK 1,500,000 - 2,100,000; Full time

Benefits offered by this job

Family leave

Life & disability insurance

Wellbeing resources

Colleague discount

Bonus scheme

Hybrid work policy

Job summary

The LEGO Group is seeking a dynamic Retail Play & Demo Experience Director to shape in-store play, product demonstrations and audience-led experiences across LEGO Brand Retail stores and LEGO.com. You will drive omnichannel strategies and collaborate with senior leaders to deliver scalable global solutions.

As a leader, you will build and inspire a high-performing team, innovate across the retail estate and optimize the customer journey with measurable impact.

Qualifications

• Significant experience creating exceptional retail, customer or brand experiences within premium direct-to-consumer or omnichannel businesses.
• Proven track record leading complex, cross-functional programmes and influencing senior stakeholders.
• 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.

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.

Skills

Leadership

Strategic thinking

Change management

Cross-functional collaboration

Fluent English

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.

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.

Key Qualities & Experience

• 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.

Further Requirements

Child Safeguarding Background Screening is required for candidates offered positions with high engagement with children as a condition of the offer.

Benefits and Perks

• 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.

Our Commitments

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.

Thank you for sharing our global commitment to Children's Rights.

Children are our role models. Their curiosity, creativity and imagination inspire everything we do.

Our founder Ole Kirk Kristiansen made his first wooden toy in 1932. He persevered against the odds until his business was a success. Constantly innovating, never compromising. Building, rebuilding, and striving for the best. It is this resilience and permanent sense of renewal that drives us forward. We are never still. We will always be creating, inventing, and’having fun. Build your career brick by brick and play your part in continuing our mission to "inspire and develop the builders of tomorrow".