Senior Brand Identity Manager LEGOLAND

Merlin Entertainments Group; Greater London; Hybrid; GBP 80,000 - 100,000; Full time

Job summary

A leading global entertainment company is seeking a Senior Brand Identity Manager for LEGOLAND. This role involves shaping and protecting the brand's identity across multiple markets. Responsibilities include leading brand identity development and creative governance. The ideal candidate has extensive brand management experience and strong creative judgement. This position also offers various employee benefits, including discounts on LEGO products and Merlin attractions.

Benefits

40% discount off LEGO® products

Merlin Magic Pass: 20 free tickets

25% discount in Merlin retail shops

Private pension scheme

Life assurance scheme

Employee assistance programme

Free staff parking

Ongoing training & development

Qualifications

• Extensive experience in brand management, visual identity, or creative direction roles within global organizations.
• Strong background in brand identity systems and creative governance.
• Experience with licensed IP or global family entertainment brands is desirable.

Responsibilities

• Lead the development and implementation of the LEGOLAND Brand Identity Framework.
• Ensure consistent application of the brand's creative standards and identity systems.
• Collaborate with creative agencies and internal teams for brand expression.

Skills

Brand management

Creative direction

Stakeholder management

Visual identity systems

Digital marketing

Storytelling

Education

Degree in Marketing, Branding, Design, Communications, or related field

Job description

What you'll bring to the team

Senior Brand Identity Manager - LEGOLAND

Location: London or Windsor

Contract Type: Permanent, Salaried

We are recruiting for a Senior Brand Identity Manager to join our AWESOME LEGOLAND Brand Strategy Team! As the Senior Brand Identity Manager for LEGOLAND, you will play a pivotal role in shaping and protecting the brand's visual and verbal identity across all global touchpoints. Reporting to the LEGOLAND Brand Strategy team, you will ensure consistent application of the brand's creative standards and identity systems, working across multiple regions, business units, and partner organisations to strengthen the LEGOLAND brand globally.

You will lead the development, governance, and implementation of the LEGOLAND Brand Identity Framework, covering everything from logos, colour palettes, typography, tone of voice, and photography to the creative expression of campaigns, attractions, and products. Acting as the brand guardian, you will ensure that all expressions of LEGOLAND are cohesive, playful, and reflect the LEGO DNA while being commercially and culturally relevant for each market.

Your responsibilities will include partnering closely with the Brand Strategy team to evolve the LEGOLAND identity in line with business priorities and audience insights, developing and maintaining comprehensive brand guidelines, toolkits, and templates, and overseeing creative asset approvals to ensure all materials reflect LEGOLAND's tone and values. You will collaborate with creative agencies, internal designers, and cross‑functional teams to bring the brand identity to life across campaigns, activations, attractions, merchandise, and content. Additionally, you will provide brand training and inspiration sessions globally, work closely with the LEGO Group to ensure compliance with shared brand standards, and support new park openings and key campaign launches with clear visual identity direction. Monitoring competitor and category trends to keep the brand relevant and distinctive will also be a key part of your role.

Qualifications & Experience

• Proven, extensive experience in brand management, visual identity, or creative direction roles within global or multi‑brand organisations.
• Strong background in brand identity systems and creative governance.
• Experience working with licensed IP or global family entertainment brands is highly desirable.
• Exceptional stakeholder management skills, with the ability to influence and align senior leaders, agencies, and creative teams.
• Experience developing and implementing brand guidelines and creative toolkits at scale.
• Strong creative judgement with an eye for design, storytelling, and brand consistency.
• Familiarity with digital and experiential marketing environments.
• Degree in Marketing, Branding, Design, Communications, or related field (or equivalent experience).

Benefits

• 40% discount off LEGO® sets and products on the online LEGO Store!
• Merlin Magic Pass: 20 free tickets for you, your family and friends to enjoy all of our Merlin Attractions across the world!
• 25% discount in Merlin retail shops and restaurants (a brilliant extra treat when you're using your Magic Pass to visit!)
• 'Enjoy the Ride' Merlin
• Staff discount codes for Merlin Annual Passes to gift to loved ones!
• Private pension scheme
• Life assurance scheme
• Employee assistance programme
• Access to Perks at Work which 30,000+ national & local employee discounts
• Free staff parking
• Ongoing training & development

If you have any questions or if you require any reasonable adjustments, because of a disability or medical condition, please contact us by email at [e-mail] and one of the team will get back to you as soon as possible.

Pay Range: Competitive