Director, APAC Brand & Occasions Marketing

LEGO; Singapore; Hybrid; SGD 80,000 - 100,000; Full time

Job summary

A beloved global brand is seeking a visionary leader to drive branding and marketing efforts across APAC and emerging markets. You will develop culturally relevant campaigns that inspire the builders of tomorrow. The ideal candidate has over 10 years of brand marketing experience, a strong understanding of consumer behavior, and expertise in digital media and integrated campaigns. This leadership role promises extensive opportunities for commercial growth and community engagement.

Benefits

Family Care Leave

Insurances

Wellbeing resources

Colleague Discount

Performance Bonus

Hybrid work policy

Qualifications

• 10+ years of experience in brand marketing, consumer activation, or integrated communications, preferably in APAC and emerging markets.
• Proven track record of leading cross-functional teams and delivering impactful campaigns in culturally diverse environments.
• Strong understanding of consumer behavior in APAC and emerging markets, especially among parents and children.
• Expertise in digital media, influencer marketing, and integrated campaign development.
• Exceptional critical thinking, communication, and stakeholder management skills.

Responsibilities

• Lead the creation of brand and consumer strategies for APAC.
• Develop culturally relevant campaigns that enhance brand awareness.
• Collaborate with stakeholders to drive marketing priorities.
• Define metrics for brand affinity and conversion rates.
• Optimize marketing strategies based on performance data.

Skills

Brand marketing

Consumer activation

Integrated communications

Digital media expertise

Stakeholder management

Job description

Job Description

Do you want to work for one of the world’s most loved and respected brands and lead the creation of exciting, high-impact marketing campaigns?

We are seeking a visionary leader to drive our brand and occasions strategy across APAC and Emerging Markets. In this role, you will develop culturally relevant campaigns that bring the brand to life, transforming insights into memorable experiences that inspire the builders of tomorrow!

Core Responsibilities

Strategic Leadership & Market Development

• Own the development and execution of brand and consumer group activation strategies with primary focus on near term priorities but also in support of longer-term commercial growth plans for the region.
• Translate global brand objectives into locally relevant go-to-market plans and campaigns that support brand understanding and increase brand equity.
• Partner with APAC Marketing leaders to identify and prioritize Big Brand moments and opportunities for local amplification in marketing activation calendar, in alignment with APAC Plan 2030 Brand GTM strategy.
• Work closely with global stakeholders to shape global marketing priorities to support APAC & Emerging market brand building strategy.
• Drive expansion of the active consumer base among key audiences, including kids aged 6–12 and adults.

Consumer Insight & Brand Positioning

• Work closely to develop insights agenda, uncovering opportunities to drive brand growth and leadership, positioning the LEGO® brand as a premium, developmental investment among parents and a fun, aspirational experience for kids.
• Elevate purchase intent by communicating the brand’s unique value, quality, and differentiation from alternatives.

Integrated Marketing Campaigns

• In partnership with APAC and Emerging Market BU marketing teams, lead the development of through-the-line brand, occasions, and cultural moment campaigns that span paid, owned, earned, and shared media.
• Ensure consistency with the unified brand story and creative play foundation across all touchpoints.
• Collaborate with internal teams and external agencies to deliver modular, scalable consumer and shopper campaigns tailored to market nuances.

Performance & Optimization

• Define and track critical metrics including brand affinity, conversion rates, and active consumer base growth.
• Lead campaign testing, retargeting strategies, and continuous optimization based on market feedback and performance data.

Play your part in our team succeeding

You will spearhead the strategic brand building and market activation efforts across APAC and priority emerging markets. This role is pivotal in driving commercial growth, enhancing brand affinity, and converting awareness into purchase through integrated, insightful go-to-market and activation plans tailored to local market dynamics.

Do you have what it takes?

• 10+ years of experience in brand marketing, consumer activation, or integrated communications, preferably in APAC and emerging markets.
• Proven track record of leading cross-functional teams and delivering impactful campaigns in culturally diverse environments.
• Strong understanding of consumer behavior in APAC and emerging markets, especially among parents and children.
• Expertise in digital media, influencer marketing, and integrated campaign development.
• Exceptional critical thinking, communication, and stakeholder management skills.
• Proven ability to transform insights into actionable mid to long-term brand building and business growth strategy and plan

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

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 highly committed to equal employment opportunity and equal pay and seeksto 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.