Director, APAC B2B Offline Channel

The LEGO Group; Singapore; Hybrid; SGD 260,000 - 340,000; Full time

Benefits offered by this job

Family Care Leave

Life & disability insurance

Colleague discount

Bonus scheme

Hybrid working

Job summary

The LEGO Group in Singapore seeks a Director, APAC B2B Offline Channels to set regional direction for B2B offline retail and omnichannel development. You will translate global strategy into APAC plans, guide execution across units, and strengthen LEGO’s brand presence in grocery, toy specialist and specialty channels.

Lead regional projects, manage performance, and collaborate with multiple regional teams to drive growth, localization and best-practice sharing across markets.

Qualifications

• 10+ years’ experience in Consumer Goods, Retail, FMCG or General Merchandise, ideally with Sales and Retail experience.
• Strong track record of commercial performance and business delivery.
• International experience, ideally across APAC or with global brands.
• Strong analytical and data driven decision making capabilities.
• Experience cross-functional and across regions in a matrix organisation.
• Strong stakeholder management and influencing skills with senior partners.
• Takes ownership, stays motivated and handles ambiguity and change.

Responsibilities

• Set the regional commercial direction for B2B and Bricks & Mortar channels, translating global and regional channel strategies into clear commercial plans for APAC.
• Track channel performance across APAC, identify trends, risks and opportunities, and lead corrective actions when performance is off track.
• Drive the channel growth agenda, including space expansion and stronger LEGO brand presence in physical retail.
• Lead APAC projects and test-and-learn initiatives, scaling learnings across markets where relevant.
• Own the retail execution agenda, ensuring BU plans and performance tracking are robust.
• Collaborate with Channel Excellence, Channel Expansion, Portfolio and other regional teams to deliver key initiatives.
• Build a network of BU channel leads, providing guidance, tools and support while ensuring accountability.
• Act as APAC B2B offline Channel lead in global forums, representing regional needs.
• Provide channel expertise to local teams on planning and execution, sharing best practices across markets.
• Develop channel level customer action plans prioritising risks and opportunities.

Skills

Strategic thinking

Commercial acumen

Stakeholder management

Cross-functional collaboration

Analytical mindset

Education

Education in Business, Marketing, Commercial or related field

Job description

Job Description

Just imagine shaping how the LEGO brand shows up across offline retail channels throughout APAC!

Core Responsibilities:

As our Director, APAC B2B Offline Channels, you'll set the regional direction for B2B offline retail and omnichannel development. You'll translate global channel strategy into regional commercial plans, guide execution across business units and strengthen performance in grocery, convenience, toy specialist and specialty channels.

• Set the regional commercial direction for B2B and Bricks & Mortar channels, translating global and regional channel strategies into clear commercial plans for APAC.
• Track channel performance across APAC, identify trends, risks and opportunities, and lead corrective actions when performance is off track.
• Drive the channel growth agenda, including space expansion, white-space opportunities and stronger LEGO brand presence in physical retail.
• Lead APAC projects and test-and-learn initiatives, scaling successful learnings across markets where relevant.
• Own the retail execution agenda, ensuring Business Units have clear expectations, robust plans and effective performance tracking.
• Work closely with Channel Excellence, Channel Expansion, Portfolio and other regional teams to prioritize and deliver key commercial initiatives.
• Build and engage a strong network of Business Unit channel leads, providing guidance, tools and support while strengthening accountability for regional plan execution.
• Act as the APAC B2B offline Channel lead in global forums, representing regional needs and contributing to future channel strategy development.
• Provide channel expertise and guidance to local teams on commercial planning and execution, while consolidating and sharing best practices across markets.
• Develop channel level customer action plans, prioritizing key risks and opportunities to strengthen customer commitment and commercial performance.

Play your part in our team succeeding!

The APAC Regional Commercial Development (RCD) function is responsible for translating the Global Market and Commercial Development agenda into APAC regional priorities in addition to identifying opportunities and initiatives aligned to the global commercial strategy. This includes partnering with the BU’s to build and execute the commercial and channel plans locally.

The broader RCD department responsibilities include channel strategy and expansion, sales processes and planning, regional account development, portfolio segmentation, revenue management, sales capability building, unlocking commercial value plus the deployment of sales tools and system planning.

Do you have what it takes?

• Education in Business, Marketing, Commercial or a related field.
• 10+ years’ experience in Consumer Goods, Retail, FMCG or General Merchandise, ideally with Sales and Retail experience.
• Strong track record of commercial performance and business delivery.
• International experience, ideally working across APAC or with global brands.
• Strong strategic and commercial thinking, balancing short-term delivery with long-term priorities.
• Strong analytical and data driven decision making capabilities.
• Experience working cross functionally and across regions in a matrix organisation.
• Strong stakeholder management and influencing skills, including senior stakeholders and business partners.
• Takes ownership, stays motivated and is comfortable navigating ambiguity and change.

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 from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.

Learn more about our benefits, culture and workplace experience here

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 highly 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.

Just imagine building your dream career.

Then make it real.

Join the LEGO team today.