Vice President, LEGO Retail Experience & Marketing

LEGO Brand Retail; Greater London; On-site; GBP 120,000 - 180,000; Full time

Job summary

LEGO Brand Retail in the United Kingdom seeks a global head of Retail Experience & Marketing to unite a diverse team around a shared vision. You will shape the shopper experience across LEGO.com and LEGO Retail stores, delivering a coherent omnichannel journey.

This leadership role drives brand and commercial impact through store elevation, paid/earned media, and cross-functional collaboration with product and technology to achieve sustainable growth.

Qualifications

• Extensive experience in branded consumer retail marketing across physical stores and online channels.
• Significant senior leadership experience with teams across multiple markets.
• Deep expertise in retail marketing and omnichannel customer experience.
• Strong track record in bold, creative, commercial decision making for store elevation and merchandising.
• Experience in digital marketing, paid media and connected marketing activation.

Responsibilities

• Lead the global Retail Experience & Marketing organisation with a clear vision.
• Shape end-to-end shopper experience across LEGO.com and LEGO Retail stores for a coherent omnichannel journey.
• Elevate LEGO Retail stores as brand lighthouses and prioritise investments for impact.
• Lead development of the LEGO Retail value proposition and distinctive customer experiences.
• Set and deliver the global LEGO Retail marketing strategy across owned, earned, shared and paid channels.
• Lead campaign development and execution across promotions, social media and in-store campaigns.
• Drive marketing effectiveness via performance management, analytics, media strategy and budget allocation.
• Embed a culture of experimentation and learning using pilots and data to improve shopper experience and performance.

Skills

Branded retail marketing

Omnichannel experience

Senior leadership

Campaign development

Visual merchandising strategy

Performance analytics

Paid media strategy

Store experience design

Cross-functional collaboration

Job description

Core responsibilities:

• Lead the global Retail Experience & Marketing organisation, creating a clear vision and bringing a diverse, geographically dispersed team together around shared priorities and outcomes.
• Shape and evolve the end-to-end shopper experience across LEGO.com and LEGO® Retail stores, ensuring a coherent and compelling omnichannel experience.
• Elevate LEGO® Retail stores as brand lighthouses, defining what outstanding store experience looks like and prioritising investment where it can have the greatest customer, brand and commercial impact.
• Lead the continued development of the LEGO® Retail value proposition, building distinctive experiences that strengthen the role of our owned retail channels.
• Set and deliver the global LEGO® Retail marketing strategy across owned, earned, shared and paid channels, connecting globally developed strategies with strong regional execution.
• Lead campaign development and execution across areas including promotions, social media, in-store campaigns, catalogues, online discovery and membership acquisition.
• Drive marketing effectiveness through strong performance management, campaign analytics, media strategy and effective allocation of the marketing budget.
• Develop a comprehensive paid media strategy across digital and traditional channels, driving effective activation across LEGO.com and stores.
• Embed a culture of experimentation and learning across LEGO® Retail, using pilots, insight and data to continuously improve the shopper experience and commercial performance.
• Work on the evolution of Store Design, Store Experience and Visual Merchandising, combining innovation with engaging, hands-on LEGO® experiences that bring the brand to life.
• Represent the voice of LEGO® Retail and our branded channels within company-wide product portfolio and go-to-market development.
• Build strong partnerships across the LEGO® Group, navigating competing priorities and ensuring decisions support the overall interests and ambitions of the enterprise.
• Contribute as an active member of the LEGO® Retail Leadership Team, taking collective accountability for the performance, organisational health and future development of LEGO® Retail beyond the direct functional remit.

Play your part in the team succeeding!

You will lead a global team of approximately 80 colleagues, primarily based in London, with additional team members in Billund and Boston. The organisation brings together Performance & Planning, Campaign Development & Management, Media Strategy, Regional Marketing, Category Management, Visual Merchandising and Store Experience, with a leadership team of nine direct reports.

This is an opportunity to unite a broad range of capabilities behind a clear vision for the future of LEGO® Retail. Working across a highly connected organisation, you will bring clarity to complexity, build a strong one-team culture and partner closely across commercial, marketing, product and technology teams to create memorable shopper experiences and sustainable commercial growth.

Do you have what it takes?

• Extensive experience in branded consumer retail marketing, spanning physical stores and online channels, ideally within a large, global consumer organisation operating across both direct-to-consumer and wholesale channels.
• Significant senior leadership experience, with a strong track record of leading sizeable, diverse teams across multiple markets and geographies, setting clear vision and direction and creating alignment through ambiguity.
• Deep expertise in retail marketing an omnichannel customer experience, connecting stores, e-commerce and digital touchpoints to drive traffic, conversion, frequency and customer value (ideally in the context of a B2B orientated organisation)
• Strong experience in driving bold, creative and commercial decision making to focus on store elevation and execution; visual merchandising, plannogramming to ensure rich storytelling aligned with multiple cross functional teams (ops, supply chain, etc)
• Strong experience in digital marketing, paid media and connected marketing activation, creating an integrated ecosystem across digital and traditional channels.
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