Manager, Membership Expansion (Branded Channels)

1034 LEGO Company Limited; Greater London; Hybrid; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Family Care Leave

Life and Disability Insurance

Wellbeing resources

Colleague Discount

Bonus scheme

Hybrid work policy

Job summary

The LEGO Group is seeking a Manager, Membership Expansion (Branded Channels) to drive LEGO Insiders growth across branded stores, LEGOLAND Parks, and partner channels. You will identify opportunities, develop strategies, and coordinate with global and local teams to deliver value for members and partners.

Based in our London hub with a hybrid work model, the role focuses on expanding membership across markets and channels while delivering measurable commercial performance.

Qualifications

• Delivered loyalty, membership, CRM, customer growth, retail marketing, or related commercial initiatives with measurable business impact.
• Managed programmes involving multiple partners, markets, or stakeholder groups.
• Maximised business performance through return-on-investment analysis and commercial evaluation.
• Built customer acquisition, loyalty, or membership initiatives from concept through execution.
• Developed commercial proposals and assessed business opportunities to support growth objectives.
• Led cross-functional initiatives and influenced stakeholders within a matrix organisation.

Responsibilities

• Expand LEGO Insiders coverage across LEGO Certified Stores.
• Optimise membership activation across LEGOLAND Parks.
• Support the transition of LEGO Discovery Centres into the wider membership ecosystem.
• Identify and shape future opportunities for membership expansion across partner-operated channels.
• Help create a coordinated approach to membership growth across a range of markets and channel environments.

Job description

Job Description Just imagine expanding LEGO® Insiders across LEGO Certified Stores, LEGOLAND Parks, and future partner-operated channels. Then make it real.

About the role

As our Manager, Membership Expansion (Branded Channels), you'll play a pivotal role in growing LEGO® Insiders across branded and other partner-operated channels. By identifying, developing, and recommending new opportunities, you'll drive membership acquisition, participation, and commercial performance while delivering value for both members and partners. The role spans channels including LEGO Certified Stores, LEGOLAND Parks, and future expansion opportunities. Working across markets and stakeholder groups, you'll help shape how the membership programme grows and evolves. It's a chance to contribute to a strategically important growth agenda for the LEGO Group while creating meaningful experiences for members around the world. Please note: This role is based in our London HUB and will not offer relocation.

Required Qualifications

• Delivered loyalty, membership, CRM, customer growth, retail marketing, or related commercial initiatives with measurable business impact.
• Managed programmes involving multiple partners, markets, or stakeholder groups.
• Maximised business performance through return-on-investment analysis and commercial evaluation.
• Built customer acquisition, loyalty, or membership initiatives from concept through execution.
• Developed commercial proposals and assessed business opportunities to support growth objectives.
• Led cross-functional initiatives and influenced stakeholders within a matrix organisation.

Preferred Qualifications

• Applied CRM and loyalty economics to improve customer growth or retention outcomes.
• Created business recommendations through storytelling with data.
• Negotiated commercial opportunities with partners or stakeholders.
• Demonstrated commercial acumen when assessing growth opportunities.

What you'll build

• Expand LEGO Insiders coverage across LEGO Certified Stores.
• Optimise membership activation across LEGOLAND Parks.
• Support the transition of LEGO Discovery Centres into the wider membership ecosystem.
• Identify and shape future opportunities for membership expansion across partner-operated channels.
• Help create a coordinated approach to membership growth across a range of markets and channel environments.

If you've worked in a role where you delivered membership or loyalty initiatives, evaluated commercial opportunities, and partnered with external organisations, you'll feel at home here. What matters most is your ability to connect commercial insight with practical action and bring stakeholders together around shared goals.

Life on the team

You’ll join the Membership Growth & Expansion team within Central Marketing. We elevate and scale LEGO Insiders through growth strategies, a differentiated membership proposition, and audience-led approaches that strengthen long‑term member value. We work in a hybrid rhythm and collaborate closely across global and local teams. You'll be part of a team that values a growth mindset, applies critical thinking to complex challenges, takes accountability for outcomes, and learns from different perspectives.

What success looks like

Success means expanding membership growth across a variety of partners, markets, and experiences while balancing the needs of members and commercial partners. Over the next 12 to 18 months, the team will continue building the foundations for long‑term member growth and loyalty at scale. You'll work closely with colleagues across Membership and Personalization, regional and market teams, and Global Commercial Development to help shape the future of membership expansion.

What’s in it for you?

• 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.
• Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

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 fully 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.

Our founder Ole Kirk Kristiansen made his first wooden toy in 1932. He persevered against the odds until his business was a success. Constantly innovating, never compromising. Building, rebuilding, and striving for the best. It is this resilience and permanent sense of renewal that drives us forward.

We are never still. We will always be creating, inventing, andhaving fun. Build your career brick by brick and play your part in continuing our mission to “inspire and develop the builders of tomorrow”.