Brand Manager

Lego; Boston (MA); Hybrid; USD 108,000 - 162,000; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Headspace app access

Colleague discount

Bonus program

Hybrid work model (3 days in office)

Job summary

The LEGO Group seeks a Brand Manager for the adult audience to lead audience marketing programs and campaigns for the US market, translating priorities into integrated activations across media, retail, eCommerce, social, influencer, PR, and experiential channels.

This role connects brand health to commercial performance, driving measurable growth and strengthening partnerships with agencies and internal teams in a hybrid work environment.

Qualifications

• Led consumer marketing programs for family, entertainment, gaming, toy, retail, or lifestyle brands.
• Delivered integrated campaigns across multiple marketing channels, including performance measurement and evaluation.
• Managed campaign budgets, financial planning, and competing priorities at scale.
• Built productive retail partner relationships and marketing programs that created shared commercial value.
• Applied business analysis to identify opportunities and improve brand health, audience penetration, and sales performance.
• Produced clear presentations, written recommendations, and business analyses using Microsoft Excel and PowerPoint.

Responsibilities

• Lead the delivery, measurement, and evaluation of audience marketing programs and campaigns.
• Translate priorities into integrated activations across media, retail, eCommerce, social, influencer, PR, and experiential channels for the US market.
• Connect brand health with commercial performance, ensuring campaigns reach adult consumers and deliver measurable results.
• Develop localized audience and franchise marketing plans that grow brand equity, penetration, repeat purchasing, and frequency.
• Build strong partnerships with U.S. Customer Teams, agencies, IP partners, and vendors.

Skills

Campaign management

Integrated campaigns

Budget management

Retail partnerships

Business analysis

Presentation & reporting

Tools

Microsoft Excel

PowerPoint

Job description

Job Description

Just imagine turning audience insights into LEGO brand experiences that inspire adult builders and drive growth. Then make it real.

About the role

As a Brand Manager for our adult audience, you'll lead the delivery, measurement, and evaluation of audience marketing programs and campaigns. You'll work alongside the Brand Manager responsible for strategy and design, translating priorities into integrated activations across media, retail, eCommerce, social, influencer, public relations, and experiential channels for the US market. You'll connect brand health with commercial performance, ensuring campaigns reach adult consumers and deliver measurable results.

Required Qualifications

• Led consumer marketing programs for family, entertainment, gaming, toy, retail, or lifestyle brands.


• Delivered integrated campaigns across multiple marketing channels, including performance measurement and evaluation.


• Managed campaign budgets, financial planning, and competing priorities at scale.


• Built productive retail partner relationships and marketing programs that created shared commercial value.


• Applied business analysis to identify opportunities and improve brand health, audience penetration, and sales performance.


• Produced clear presentations, written recommendations, and business analyses using Microsoft Excel and PowerPoint.

Preferred Qualifications

• Developed marketing programs that engaged adults as consumers or shoppers for other adults.


• Created campaigns for multicultural or underserved audiences.


• Delivered digital marketing, trade marketing, or key account management initiatives.

What you’ll build

• Localized audience and franchise marketing plans that grow brand equity, penetration, repeat purchasing, and frequency.


• Integrated activation plans with media, retail, eCommerce, influencer, social media, public relations, and experiential teams.


• Strong partnerships with U.S. Customer Teams, agencies, intellectual property partners, and vendors.


• Measurement and evaluation plans that connect campaign performance to business priorities.


• Recommendations that shape budgets, product portfolios, forecasting, media strategy, and corrective actions.

If you've worked in a role where you turned consumer insights into integrated campaigns and measurable growth, you'll feel at home here. What matters most is your ability to connect creative marketing with commercial outcomes while managing several priorities.

Life on the team

You’ll join the U.S. Brand Marketing team within the U.S. Marketing organization, reporting to the U.S. Brand Director. The team converts consumer, shopper, and market insights into creative programs grounded in commercial goals. We're collaborative and relationship-focused, and we value people who take ownership, test thoughtful ideas, communicate clearly, and work well with colleagues from varied backgrounds.

What success looks like

You’ll create consistent alignment between audience strategy, marketing priorities, budgets, and campaign delivery. You’ll work closely with brand, media, licensing, retail, customer, trade marketing, and eCommerce partners to improve campaign performance, brand health, and U.S. sales growth.

Compensation

The salary for this position has a range of $107,885.00 - $161,827.00 based on anticipated responsibilities, market benchmarks, and organizational constraints. The LEGO Group carefully considers a wide range of compensation factors, including but not limited to prior experience, skills, expertise, location, internal equity, and other considerations permitted by law. The comprehensive remuneration details, inclusive of benefits, will be communicated upon finalisation of the employment offer.

What’s in it for you?

Here are some of what to 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 you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programs run by local teams where you are based


• 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 - 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.

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, religion and Veteran status) to apply for roles in our team.

We support our employees in being there for the moments that matter in life and celebrate families of all kinds, the loved ones that make us who we are. Being part of the LEGO Group also means taking part in our annual Play Day, playing a part in building a sustainable future and continuing our mission to "inspire and develop the builders of tomorrow". 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.

We conduct drug screening as a part of our drug free workplace policy and in support of our commitment to the health and safety of our employees.

Online Application Accessibility Statement; which is intended for people with disabilities - LEGO systems endeavors to make www.LEGO.com/jobs accessible to any and all users. If you would like to contact us regarding the accessibility of our web site or need assistance completing the application process, please contact the HR Service Desk at 1.860-763-7777, option #3. Please note, these communication channels should be used for those having difficulty accessing our on-line channels, not to inquire about job opportunities.

Just imagine building your dream career.

Then make it real.