Senior Manager, Membership Journey and Channel Excellence

the LEGO Group; Billund; On-site; Confidential; Full time

Benefits offered by this job

Family Care Leave

Insurance coverage

Wellbeing resources

Colleague discount

Bonus program

Workplace options

Hybrid working

Job summary

LEGO Group is seeking a Senior Manager to lead Membership Journey & Channel Excellence, shaping end-to-end member journeys across branded and non-branded channels. You will guide cross-functional teams in designing journeys, defining lifecycle phases and channel touchpoints to improve member experience.

You will report to the Senior Director, Membership Growth & Development, and drive collaboration with Product, Technology and CRM teams to turn insights into actionable improvements and

Qualifications

• Senior experience leading best-in-class membership or customer journey development in an omni-channel context.
• Proven track record of designing and delivering end-to-end customer journeys and personalised communication at scale within an omni-channel context.
• Hands-on experience with customer journey tools, methodologies, processes and technology used to design customer communication and end-to-end journeys.
• Demonstrated ability to navigate complex stakeholder environments and build support across diverse groups in a global organisation, including effective collaboration with Product and Technology teams.
• Strong structured problem-solving and communication capabilities, with the ability to turn complexity into clear recommendations.
• Confident communicator with senior stakeholders, both written and verbal, able to convey clear recommendations grounded in strong analysis and insight.
• Positive, solution-oriented and collaborative, with the ability to work independently, set clear direction and influence stakeholders across organisational boundaries.

Responsibilities

• Lead the cross-functional development of the LEGO Insiders journey and channel excellence framework, establishing prioritised journeys, journey goals and channel experience standards.
• Establish membership journey management and mapping processes, defining critical journey moments and expected channel behaviour at each stage.
• Define the LEGO Insiders journey lifecycle phases and related channels across acquisition, onboarding and retention, creating the foundational framework used by CRM Lifecycle & Personalisation teams.
• Shape the LEGO Insiders channel approach, identifying optimal channels and touchpoints across prioritised journeys.
• Partner with Membership Operations to apply member feedback and satisfaction insights to refine journey definitions, priorities and channel excellence standards.
• Support the development and application of LEGO Insiders personas based on strategic segments to inform journey and channel decisions.
• Drive cross-functional alignment on the role of membership channels and channel excellence goals across prioritised membership journeys.

Skills

Senior experience leading membership &

End-to-end journey design at scale

Omni-channel context

Stakeholder management

Structured problem solving

Senior stakeholder communication

Independent leadership

Job description

Job Description

Just imagine making every LEGO® Insiders interaction feel like part of one connected member experience. Then make it happen.

About The Role

As our Senior Manager, Membership Journey & Channel Excellence, you'll lead how we design and continuously improve LEGO® Insiders member journeys across branded and non-branded channels. This role will lead the cross-functional development of end-to-end membership journeys and define how channels and touchpoints work together across key lifecycle stages. Using member segments, member-centric design principles, feedback and satisfaction insights, you will identify the moments that matter and continuously improve the member experience.

You will report directly to the Senior Director, Membership Growth & Development.

Required Qualifications

• Senior experience leading best-in-class membership or customer journey development in an omni-channel context, delivering customer value and strong commercial results.
• Proven track record of designing and delivering end-to-end customer journeys and personalised communication at scale within an omni-channel context.
• Hands-on experience with customer journey tools, methodologies, processes and technology used to design customer communication and end-to-end journeys.
• Demonstrated ability to navigate complex stakeholder environments and build support across diverse groups in a global organisation, including effective collaboration with Product and Technology teams.
• Strong structured problem-solving and communication capabilities, with the ability to turn complexity into clear recommendations.
• Confident communicator with senior stakeholders, both written and verbal, able to convey clear recommendations grounded in strong analysis and insight.
• Positive, solution-oriented and collaborative, with the ability to work independently, set clear direction and influence stakeholders across organisational boundaries.

Preferred Qualifications

• Practical knowledge of journey mapping tools or enabling technologies used to design end-to-end consumer journeys.
• Background working in a global, multicultural organisation with a complex channel mix, including both D2C and B2B environments.

What You'll Build

• Lead the cross-functional development of the LEGO® Insiders journey and channel excellence framework, establishing prioritised journeys, journey goals and channel experience standards.
• Establish membership journey management and mapping processes, defining critical journey moments and expected channel behaviour at each stage.
• Define the LEGO® Insiders journey lifecycle phases and related channels across acquisition, onboarding and retention, creating the foundational framework used by CRM Lifecycle & Personalisation teams.
• Shape the LEGO® Insiders channel approach, identifying optimal channels and touchpoints across prioritised journeys.
• Partner with Membership Operations to apply member feedback and satisfaction insights to refine journey definitions, priorities and channel excellence standards.
• Support the development and application of LEGO® Insiders personas based on strategic segments to inform journey and channel decisions.
• Drive cross-functional alignment on the role of membership channels and channel excellence goals across prioritised membership journeys.

If you've worked in a role where you've led end-to-end consumer journeys across multiple channels, you'll feel at home here. What matters most is how you've used consumer insights to identify opportunities, established frameworks or ways of working, and helped different teams turn them into change. Ideally, you'll also connect better consumer experiences with commercial outcomes.

Life on the team

You’ll join Membership Growth & Development within Membership & Personalisation. We bring together interconnected capabilities to create sustainable member and business growth. We combine clear individual accountability with close teamwork, bringing different perspectives together to solve complex member and commercial challenges.

What Success Looks Like

You’ll help us turn complexity into clear opportunities across channels and touchpoints. Through strong analysis, collaboration and member-centric thinking, you will help create more seamless, personalised and rewarding journeys that drive stronger member participation, satisfaction and commercial value. You’ll work closely with CRM Lifecycle & Personalisation, Membership Operations, channel teams, Digital Product and Technology.

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.
• Your workplaceYour workplace will be the office, store or factory specified in this advert.
• Hybrid WorkingOur hybrid work model, Best of Both offers you the option of flexibility to work from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.

Learn more about our benefits, culture and workplace experience here

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.