Senior Design Manager, Digital Integration, LEGOLAND

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

Core Responsibilities

• Deliver the LEGOLAND brand vision by driving the "Foundations" and "LEGOLAND Heart" cornerstones through approved investment plans and innovative digital experience projects
• Lead the integration of digital experiences across Creative Play Lab (CPL) products, attractions, and broader digital innovation initiatives
• Establish and nurture a premium collaboration model with Merlin Entertainments' digital experience design teams, ensuring strong partnership and value creation
• Partner with LEGO Brand Parks & Experiences, LEGO Creative Play Lab, and Merlin creative teams to develop and embed a future-focused test-and-learn approach for digital experiences
• Act as the subject matter expert for digital experiences within LEGOLAND attractions and the wider Location-Based Entertainment (LBE) category
• Drive digital experience insights and learning agendas, leveraging guest feedback and research to influence future innovations and investment decisions
• Support the Brand Assurance team through day-to-day review, guidance, and approval of digital experience submissions
• Provide creative leadership and governance across global and local innovation projects, ensuring experiences meet LEGO brand standards from concept through delivery

Play your part in our team succeeding The LEGO Brand Parks & Experiences (LBPX) team brings the LEGO brand to life across LEGOLAND theme parks, water parks, hotels, and indoor family entertainment centers around the world. Through close collaboration with Merlin Entertainments, we help create unforgettable experiences that delight more than 18 million LEGOLAND guests each year. In this role, you will help ensure that digital innovations become a seamless and inspiring part of the LEGOLAND guest journey. Working across global and local projects, you'll connect creativity, technology, and brand storytelling to create engaging experiences that amaze families with children aged 2-12 and strengthen the unique value of the LEGOLAND portfolio.

Do you have what it takes

• 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.

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.

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.

Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

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".