Senior Specialist, Membership Journey & Channel Excellence

LEGO Brand Retail; Denmark; Hybrid; DKK 900,000 - 1,100,000; Full time

Benefits offered by this job

Life and disability insurance

Wellbeing benefits

Colleague discount

Job summary

LEGO Brand Retail is seeking a Senior Specialist, Membership Journey & Channel Excellence to shape LEGO Insiders experiences across channels. You will map end-to-end member journeys, translate insights into actionable channel designs and collaborate with CRM, product and marketing teams to drive activation and retention.

Join a cross-functional team focused on member-centric journeys, personas and segmentation, delivering seamless and rewarding experiences across LEGO brands and partner

Qualifications

• Experience working with consumer journeys, omnichannel experiences, membership or loyalty programs.
• Hands-on experience mapping end-to-end journeys and identifying improvement opportunities.
• Ability to translate insights into journeys and channel touchpoints across teams.
• Strong analytical and structured problem-solving skills.
• Excellent collaboration and communication across marketing, CRM and product.

Responsibilities

• Develop end-to-end LEGO Insiders journey maps across priority journeys.
• Apply journey and channel frameworks to clear designs and requirements.
• Use personas and segments to tailor journeys across channels.
• Collaborate with CRM, lifecycle, and product teams to activate journeys.
• Document insights and recommendations to align across teams.
• Support ongoing improvement of acquisition, onboarding and retention journeys.

Skills

Experience with consumer journeys

Omnichannel experience

Loyalty/membership programs

Analytical problem solving

Cross-functional collaboration

Communication skills

Proactive and independent work

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