Senior Director, B2B Design Experience

1001 LEGO System A/S; København; On-site; Confidential; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Wellbeing resources

Colleague discount

Bonus scheme

Hybrid work policy

Job summary

1001 LEGO System A/S is looking for a visionary leader to fill the role of Senior Director, B2B Design Experience, based in Copenhagen. You will bridge brand storytelling with commercial execution to create impactful retail solutions.

Your responsibilities will include setting strategic vision, designing shopper-centric experiences, and leading a high-impact team. Ideal candidates will have substantial experience in retail design across diverse markets and a strong focus on team leadership and creativity.

Qualifications

• Proven experience in retail design, shopper marketing, or experience design.
• Strong track record of delivering scalable in-store solutions.
• Experience working across multiple international markets.
• Deep understanding of shopper behavior and conversion drivers.

Responsibilities

• Define and embed global retail experience principles.
• Design commercially viable retail and on-shelf brand experiences.
• Deliver scalable in-store, online, and omnichannel solutions.
• Equip Business Units with merchandising guidelines and toolkits.
• Develop compelling value propositions and sell-in materials.
• Lead, inspire, and develop a design team.

Skills

Retail design

Shopper marketing

Experience design

Stakeholder management

Team leadership

Creativity with commercial focus

Education

Proven experience in relevant fields

Tools

Retail analytics

Emerging retail technologies (AR/VR)

Job description

Job Description: Are you the visionary leader ready to redefine shopper-centric retail solutions as our new Senior Director, B2B Design Experience? This role will bridge brand storytelling with commercial execution to deliver scalable, impactful physical and digital retail solutions that elevate shopper engagement, strengthen brand equity, and drive growth. You will lead a high‑impact team and shape global design principles that ensure consistency, flexibility, and effectiveness across diverse retail environments. This position is based in our Copenhagen HUB.

Core Responsibilities

• Set the Strategic Vision Define and embed global retail experience principles that connect brand storytelling with shopper needs and commercial realities. Translate brand strategy into best‑in‑class B2B retail experiences across channels and markets. Act as a thought leader in shopper experience design, identifying trends and innovation opportunities.
• Design for Brand Experience & Innovation Design commercially viable retail and on‑shelf brand experiences that translate the LEGO brand into compelling physical and online retail environments. Develop shopper‑centric journeys through design, embedding purchase triggers and behavioural insights into design solutions. Develop distinctive and consistent visual design systems that clearly express brand values, drive differentiation, and create emotional connection with shoppers. Create differentiated play and engagement design concepts that enhance shopper interaction.
• Develop Scalable Solutions Deliver scalable in‑store, online, and omnichannel solutions which balance brand differentiation with cost‑efficiency and operational feasibility. Ensure solutions cater to multiple B2B environments, retailer formats, and channel dynamics.
• Market Enablement & Toolkit Development Equip Business Units with comprehensive merchandising guidelines and toolkits. Provide execution frameworks that balance global consistency with local customization. Support markets with adaptable solutions for diverse retailer needs.
• Drive Commercial Integration & Retailer Engagement Develop compelling value propositions and sell‑in materials or co‑creation processes to secure retailer buy‑in on trade marketing‑related investments and future solutions. Partner closely with commercial teams to align design solutions with business objectives, growth targets, and mutual value creation with retailers. Ensure all experience solutions deliver measurable commercial impact and ROI.
• Team Leadership Lead, inspire, and develop a team of design‑led and retail experience professionals to foster a culture of creativity, collaboration, and commercial accountability.

Qualifications

• Proven experience in retail design, shopper marketing, or experience design, ideally within CPG or consumer brand‑led environments.
• Strong track record of delivering scalable in‑store solutions that drive demonstrable commercial outcomes and clear ROI.
• Experience working across multiple international markets, with an understanding of regional retail nuances and cultural differences.
• Deep understanding of shopper behavior, retail environments, and conversion drivers.
• Familiarity with retail analytics and performance measurement, including test‑and‑learn frameworks and ROI evaluation of in‑store activations.
• Experience managing creative development and production processes on time and within budget.
• Ability to balance creativity with commercial and operational realities and efficiencies.
• Strong stakeholder management and influencing skills, with demonstrated experience in building productive cross‑functional relationships and collaborating with local sales and marketing teams.
• Experience leading and developing high‑performing teams, with a focus on talent growth and setup optimization.
• Very nice if you also bring:
• Experience in omnichannel or digital‑physical experience integration (e.g., connected retail, phygital experiences).
• Knowledge of emerging retail technologies (e.g., AR/VR, digital signage ecosystems, smart fixtures).
• Exposure to category management or retail strategy, with an understanding of shelf dynamics and space optimization.
• Experience collaborating with or within global agency networks and complex vendor ecosystems.

Benefits

• 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 offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.
• Colleague Discount – From day 1 you will qualify for our generous colleague discount.
• Bonus – When goals are reached and if eligible, you'll be rewarded through our bonus scheme.
• Workplace – You will be assigned a primary workplace location (one of our offices, stores or factories). Our hybrid work policy means an average of 3 days per week in the office.

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.