Senior Specialist, Membership Journey & Channel Excellence

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

Job summary

LEGO Group, based in Denmark, seeks a Senior Specialist for Membership Journey & Channel Excellence to lead member-centric journey design across LEGO Insiders experiences. You will map end-to-end journeys, apply segmentation, and align channels and touchpoints to deliver seamless experiences.

You will collaborate with CRM, marketing, product and technology teams, translating insights into actionable recommendations while contributing to ongoing improvements and decision-making for

Qualifications

• Experience with consumer journeys, omnichannel experiences and loyalty programs.
• Experience mapping end-to-end journeys and identifying improvement opportunities.
• Understanding how digital and physical channels interact in a journey.
• Using insights, personas, and segmentation to inform design.
• Strong analytical and structured problem-solving skills to translate data into actions.
• Collaborative across marketing, CRM, product and technology teams; able to work independently.

Responsibilities

• Develop and maintain end-to-end LEGO Insiders journey maps across prioritized journeys.
• Translate insights into opportunities to improve the member experience across channels.
• Apply personas and segments to journey design and channel recommendations.
• Collaborate with cross-functional partners to activate joined-up journeys.
• Document journeys with clear insights and recommendations for decision-making.

Skills

Customer journeys

Omnichannel experiences

Membership/Loyalty

Analytical thinking

Problem solving

Cross-functional collaboration

Independent work

Job description

Job Description

Just imagine turning complex consumer needs, channels and touchpoints into journeys that feel seamless, personal and rewarding. Then make it real.

About The Role

As our Senior Specialist, Membership Journey & Channel Excellence, you'll bring member-centric journey expertise to the development of LEGO® Insiders experiences across LEGO® branded and non-branded channels.

Working across functions, you will support the development and continuous improvement of end-to-end membership journeys, bringing together member insights, personas and segments, journey design and channel expertise. You will help translate our membership journey and channel frameworks into clear journey designs, turning member needs and insights into recommendations for how channels and touchpoints work together.

What You'll Build

• Develop and maintain end-to-end LEGO® Insiders journey maps across prioritised membership journeys, translating member needs and insights into opportunities to improve the experience.
• Support the development and application of the LEGO® Insiders journey and channel excellence framework, translating strategic direction into clear journey designs, requirements and recommendations.
• Apply membership lifecycle phases across acquisition, onboarding and retention, ensuring journeys and touchpoints connect to a consistent end-to-end member experience.
• Analyse the role and performance of channels and touchpoints across member journeys and develop recommendations for how they can work together to create more seamless and rewarding experiences.
• Apply LEGO® Insiders personas and strategic segments to journey design and channel recommendations, ensuring different member needs are reflected in the experience.
• Collaborate with CRM lifecycle & personalisation, channel, digital product and other cross-functional partners to support the development and activation of joined-up membership journeys.
• Develop clear journey documentation, insights and recommendations to enable alignment and decision-making across membership and partner teams

Required Qualifications

• Experience working with consumer or customer journeys, omnichannel experiences, membership, loyalty or related consumer experience areas, ideally within a complex consumer-facing organisation.
• Hands-on experience developing and mapping end-to-end consumer or customer journeys, identifying needs, pain points and opportunities for improvement.
• Understanding of omnichannel experiences and how digital and physical channels and touchpoints work together across a consumer journey.
• Experience using consumer insights, feedback, satisfaction data, personas and/or segmentation to inform experience and journey design.
• Strong analytical and structured problem-solving skills, with the ability to translate complex inputs into clear recommendations and practical actions.
• Strong collaboration and communication skills, with experience working across functions such as marketing, CRM, product and technology.
• Proactive and solution-oriented, comfortable owning work independently while contributing effectively within cross-functional teams

Life on the team

You’ll join Membership Growth & Development within Membership & Personalisation. We bring together growth, proposition development, audience and segmentation, and journey and channel excellence to grow LEGO® Insiders. We combine clear individual ownership with close teamwork.

What Success Looks Like

You’ll build a strong understanding of LEGO® Insiders journeys and channels while helping us turn complexity into clear opportunities. 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.

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 workplace Your workplace will be the office, store or factory specified in this advert.

Hybrid Working Our 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.