Brand Manager

1012 LEGO Systems, Inc.; Boxford (MA); Hybrid; USD 108,000 - 162,000; Full time

Benefits offered by this job

Family Care Leave

Life and disability insurance

Headspace wellbeing app

Colleague discount

Bonus scheme

Hybrid work policy

Job summary

LEGO Group in the United States is seeking a Brand Manager, Adult Audience, US Marketing to lead audience marketing programs and campaigns. You will work with the Design Brand Manager to translate priorities into integrated activations across media, retail, eCommerce, social, influencer, PR, and experiential channels, driving brand health and sales in the US market.

The role focuses on delivering measurable results, optimizing campaigns, and building strong partnerships with retailers and

Qualifications

• Led consumer marketing programs for family, entertainment, gaming, toy, retail, or lifestyle brands.
• Strong analytical skills and track record of identifying and capitalizing on commercial opportunities to drive brand growth and health.
• Proven success in driving meaningful innovation across marketing mix.
• Effective in taking educated risks and generating new ideas.
• Experienced collaborator and negotiator across functions in a matrixed organization.
• Experience with retail partnerships and joint value with large retailers.
• Strong understanding of integrated marketing channels, metrics, and measurement.
• Ability to manage multiple priorities across channels at scale.
• Outstanding presentation and writing skills with clear communication.

Responsibilities

• Translate audience and franchise strategies into localized, integrated marketing plans that drive growth.
• Lead cross-functional execution of campaigns with PR, experiential, retail marketing, eCommerce, influencer, social, and other teams.
• Manage budgets and financials related to marketing campaigns and business health.
• Establish and deploy measurement and evaluation plans for campaigns.
• Collaborate with Design Brand Manager to align brand and audience strategies with local activation.

Skills

Brand marketing strategy

Audience targeting & segmentation

Campaign measurement & analytics

Cross-functional collaboration

Retail partner marketing

Excellent communication

Job description

About the role

As our Brand Manager, Adult Audience, US Marketing, 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. 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.
• Strong analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health.
• Proven success in driving meaningful innovation across marketing mix.
• Consistently seeks new ideas and new approaches, not shying away to take educated risks.
• Effective collaborator and negotiator who is passionate about building relationships across functions and business units in a matrixed organization.
• Appreciates strength in working with people from diverse backgrounds.
• Experience driving strong retail partner relationships and executing marketing programs to build joint commercial value with larger retailers.
• Strong understanding of Integrated Marketing channels including critical metric setting and measurement.
• Ability to deliver multiple priorities simultaneously at scale with speed and on budget.
• Outstanding presentation and writing skills with the ability to convey a compelling and concise message, and to engage and inspire colleagues.
• High level proficiency in Microsoft Office, especially Excel and PowerPoint, in order to drive quality business analyses and communication.
• Domestic travel required.

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

This role is focused on bringing brand and audience strategies to life in the U.S. Market. In close partnership with the Design Brand Manager, who leads longer-term strategy and planning, the Delivery Brand Manager leads the development and execution of integrated marketing plans across channels and partners.

Franchise/Brand Marketing Planning, Implementation, & Project Management (60%)

• Partner with the Design Brand Manager and agency teams to translate audience and franchise strategies into localized, integrated marketing plans that drive brand and business growth.
• Example KPIs: brand equity, active share (i.e. penetration), awareness, and frequency.
• Input into the annual U.S. Marketing objective-setting process and target audience communications planning to ensure efficient and effective marketing plan executions for target audiences and LEGO franchise(s).
• Lead cross-functional execution of marketing campaigns, partnering with PR, Experiential, Retail Marketing, eCommerce, Influencer, Social and other teams to ensure plans are integrated and aligned to the broader brand and media strategy.
• Foster strong internal relationships with the US Customer Teams to deliver integrated activation plans across channels and platforms.
• Manage partnership relationships (agencies, IP, and vendor) as designated brand responsibilities require.

Business Management (40%)

• Manage budgets and financials related to marketing campaigns and overall business health, inclusive of product portfolio.
• Support customer sell-in and lead the execution of audience activation plans across channels, partnering closely with Brand, Customer, Retail Marketing and eCommerce teams to drive performance.
• Establish and deploy Measurement & Evaluation plans for campaigns.
• Holistic business ownership and thought leadership; constant analysis and evaluation of audience performance in partnership with ‘Design’ Brand Manager on corrective actions where necessary.

Bring your marketing expertise to our team to deliver on our mission to inspire and develop the builders of tomorrow! This role presents the opportunity to deploy local brand marketing initiatives in partnership with media, brand, licensing, and retail partners to drive brand health and sales growth in the U.S. Market. The U.S. Marketing department is responsible for crafting and fostering consumer demand by converting consumer, shopper, and market insights into compelling, creative, and innovative marketing programs that remain grounded in a strong commercial understanding and focus. This individual will join the U.S. Brand Marketing team as a ‘Delivery’ Brand Manager, working alongside the ‘Design’ Brand Manager on the Adult Consumer audience to lead on activation, measurement, and evaluation of the US BU annual audience marketing programs and campaigns. The role reports directly to the US Brand Director.

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?

• 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.