Senior Marketing Manager, Licensing & Brand Experiences

LEGO Gruppe; Billund; Hybrid; DKK 780,000 - 1,200,000; Full time

Benefits offered by this job

Family Care Leave

Insurance

Wellbeing

Colleague Discount

Bonus

Workplace

Job summary

The LEGO Group’s Licensing & Extended Line (LEL) team seeks a Senior Marketing Manager to shape marketing plans, activation strategies, and ecosystem integration with global franchise leaders and LEL product teams. You will help bring non-brick products to market in ways that complement and strengthen LEGO’s core brand strategy.

You will develop marketing strategies across partners, audiences, and channels to ensure cohesive storytelling and impactful brand experiences worldwide.

Qualifications

• Master's degree in Marketing, Business, or a related field or equivalent experience.
• Proven professional experience within marketing and in developing and executing marketing strategies from concept through activation.
• Demonstrated ability to influence and lead within complex, matrixed organizations.
• Strong analytical capabilities with the ability to translate insights into action.
• Excellent stakeholder management and communication skills.
• Experience collaborating with partners to amplify marketing impact across multiple channels and touchpoints.
• Self-starter mindset with the ability to thrive in ambiguity and drive new processes forward.

Responsibilities

• Lead the upstream integration between Product Groups (PG) and Licensing & Extended Line (LEL) teams by translating portfolio priorities into a clear LEL strategy and direction.
• Partner closely with PG teams to transform portfolio priorities into compelling marketing narratives, clearly communicating audience strategies, franchise ambitions, and opportunities for licensing partners.
• Define and strengthen LEGO brand positioning beyond the core brick business, ensuring cohesive storytelling and brand integrity across consumer products, publishing, licensing, and retail experiences.
• Develop style guide briefs, audience insight packages, franchise JTBD frameworks, and facilitate knowledge-sharing sessions to support informed portfolio and product decisions.
• Lead the development of LEL brand and franchise marketing materials across key partner milestones, including the Las Vegas Licensing Show, Brand Licensing Europe, the LEL Partner Summit, and other strategic events.
• Create franchise one-pagers and supporting marketing assets that communicate strategic priorities and opportunities to internal and external stakeholders.
• Develop and deliver a standardized marketing toolbox for priorities, enabling partners and Go-To-Market teams to effectively plan, sell-in, and activate against LEL priorities.
• Cultivate strong partnerships across Product Groups, Global Brand Development, Our LEGO Agency, Marketing Planning, Licensing & Publishing, and Commercial teams to maximize end-to-end business synergies and impact.

Education

Master's degree in Marketing, Business, or related field

Job description

The LEGO Group’s Licensing & Extended Line (LEL) team seeks a Senior Marketing Manager to shape marketing plans, activation strategies, and ecosystem integration with global franchise leaders and LEL product teams. You will help bring non-brick products to market in ways that complement and strengthen LEGO’s core brand strategy.

You will develop marketing strategies across partners, audiences, and channels to ensure cohesive storytelling and impactful brand experiences worldwide.