Vice President, Head of Creative and Innovation Excellence LEGO DESiGN

The LEGO Group; Billund; On-site; DKK 1,200,000 - 1,900,000; Full time

Benefits offered by this job

Health insurance

Job summary

LEGO Group in Billund, Denmark, seeks a senior design leader to guide our Innovation Strategy & Platform Roadmap and to set a 3–5 year creative North Star. You will shape design portfolios, platforms, and end-to-end consumer experiences across systems, color, material, and finish, ensuring coherence and scalability.

You will lead multidisciplinary teams, drive brand storytelling, foster collaboration with partners and R&D, and champion rapid prototyping, testing, and validation to accelerate

Qualifications

• Significant senior-level experience leading creative, design, or innovation teams.
• Ability to lead multidisciplinary teams and foster collaboration.
• Expertise translating insights into creative direction.

Responsibilities

• Lead the Innovation Strategy & Platform Roadmap: Define and drive short- to mid-term strategy across platforms.
• Develop and Manage Core Innovation Platforms: Oversee key platforms like Play, Interaction, Building Experiences.
• Steward Systems & Foundational Design Frameworks: Develop brick, color, form, element, material foundations.
• Set & Drive the Long-Term Creative Vision: Establish a 3–5-year North Star and annual direction.
• Lead Curation, Expression & Creative Enablement: Create showcases, toolboxes, assets, and explorations.
• Advance Design Research, Insights & Foresight: Lead culture and trend research to guide concepts.
• Inform Strategic Partnerships & Cultural Collaborations: Collaborate with external partners aligned to LEGO priorities.
• Enable Prototyping, Testing & Validation Excellence: Build capabilities for rapid prototyping and validation.

Skills

Senior leadership

Creative strategy

Brand storytelling

Systems thinking

Stakeholder management

Education

Industrial design degree

Tools

3D modeling

Job description

Job Description

A portfolio is required for this role. Please ensure a link is included in your CV.

This role must be based in Denmark full time.

“The joy of creation is the driving force in every human being. We do our very best to live this trust and make if possible for everyone in the world."

Core Responsibilities

• Lead the Innovation Strategy & Platform Roadmap: Define and drive the short‑ to mid‑term innovation strategy across systems, interaction, and experience platforms. Shape business cases, investment priorities, and IP strategies that enable growth, differentiation, and risk mitigation.

• Develop and Manage Core Innovation Platforms: Oversee the creation, evolution, and integration of key innovation platforms (e.g., Play, Interaction, Building Experiences, CMF&G(Colour, Material, Finish & Graphics)). Ensure platforms are scalable, coherent, and embedded across design and partner teams.

• Steward Systems & Foundational Design Frameworks: Own the continuous development of foundational systems—including brick, color, form, element, and material—to secure consistency, quality, and long‑term design readiness.

• Set & Drive the Long‑Term Creative Vision: Establish a 3–5‑year creative North Star and translate it into actionable annual direction. Guide design portfolios, narratives, and end‑to‑end consumer experiences.

• Lead Curation, Expression & Creative Enablement: Bring the creative vision to life through curated showcases, design toolboxes, and creative assets. Lead explorations in color, material, finish, and graphic expression that inspire and empower teams.

• Advance Design Research, Insights & Foresight: Lead design‑led insights, cultural foresight, and trend research. Translate insights into strategies, opportunities, and creative direction that fuel concept development and future innovation.

• Inform Strategic Partnerships & Cultural Collaborations: Identify and collaborate on high‑impact design collaborations with external partners, cultural institutions, and creative communities aligned to innovation strategy and LEGO Brand Priorities

• Enable Prototyping, Testing & Validation Excellence: Build capabilities and processes for rapid prototyping, experimentation, and validation to accelerate learning, refine concepts, and strengthen decision‑making.

Play your part in our team succeeding

The LEGO Design Department is the creative heart to of the brand. We have two core responsibilities.

1. Live our core purpose led values to develop and inspire the builders of tomorrow.

2. Continue the legacy of innovative creative play experiences for people of all ages that are challenging, imaginative, and fun only the way the LEGO Brand can.

Do you have what it takes?

• Significant senior‑level experience leading creative, design, or innovation teams with a proven track record of shaping and executing creative strategy across complex organizations.

• Demonstrated ability to lead multidisciplinary creative teams (designers, strategists, editors, Copywriters, etc.) and foster highly collaborative, high‑performance environments.

• Proven expertise in creative strategy, brand storytelling, and experience development, with the ability to translate insights and trends into compelling creative direction.

• Strong capability in systems thinking and design foundations, including the ability to evolve design systems, materials frameworks, and creative toolkits.

• Exceptional stakeholder management and cross‑functional collaboration skills, with experience influencing senior leaders and partnering across marketing, product, R&D, and external creative partners.

• Strong ability to lead end‑to‑end creative processes, from concept development to execution, including managing prototyping, testing, and iteration cycles.

• High level of communication, storytelling, and presentation skills, able to articulate creative direction, influence decision‑making, and inspire diverse creative teams.

Nice to have

• A degree related to a technical component of the role (e.g., industrial design, materials engineering, plastics engineering) may be beneficial, depending on background.

• Prior experience working with large‑scale creative or design systems (e.g., color/material libraries, modular design frameworks, speculative design toolkits).

• Background in industrial design, CMF (Color, Material, and Finishes), material science, human–computer interaction, or creative technology, especially in contexts involving prototyping or system‑level innovation.

• Experience with trend forecasting, cultural research, or foresight methodologies to inform creative and innovation direction.

• Proven ability to facilitate creative workshops, sprints, or co‑creation sessions with cross‑functional and external partners.

• Familiarity with rapid prototyping tools (physical or digital), such as 3D modeling, low‑fidelity prototyping, or experiential mock‑ups.