Head of Brand Marketing & Activation

Job Description

Job Level Senior Director

The LEGO Group is looking to hire a leading brand marketeer with proven success in implementing global brand strategy in the China market.

The Head of Brand Marketing & Activation will have the opportunity to expand the LEGO Group’s impact on both children and adults in China, playing a meaningful role in bringing to life a broad portfolio of play experiences that inspire millions of children around the world through future forward marketing strategies!

Play your part in our team succeeding!

Our Brand Marketing & Activation team is set to ignite brand growth and engagement in China with a dynamic focus on driving marketing strategies and novelty go-to-market activation in the local market. We aim to increase the desire for LEGO® products among children while foster approval & excitement with parents and shoppers.

This position represents China’s voice in global forums, playing a key role in securing that the LEGO Group continues to be a leading toy brand by developing strategic direction and actionable plans for the market group while ensuring they are closely connected to global plans. Meanwhile, as an inspired leader, will lead a passionate brand team that exist to ensure highly engaging and compelling brand strategies are in place and executed.

This position sits on the China Leadership Team (CNLT), with a broader leadership responsibility of empowering and inspiring the full China organization, as well as a shared responsibility for the overall China commercial strategy.

Core Responsibilities

Marketing Strategy and Campaigns

• Develop China marketing strategy and establish an innovative engagement model to reach Chinese consumers, delivering LEGO Brand Values.
• Lead the creation and adaptation of impactful China marketing campaigns aligned with LEGO brand objectives, including global brand campaigns, global DTC campaigns, and China cultural campaigns.
• Provide both portfolio and go-to-market activation inputs through global marketing forums based on a deep understanding of the Chinese target audience.

Collaboration and Team Building

• Build a “One Team” spirit through close collaboration with the China Channel & Shopper Marketing team, Global Product & Market Development teams in China, and Global Market Networks.
• Partner with China RCD to embed marketing insights into product portfolio planning and support the selling-in process to partners and retailers.

Brand and Media Management

• Maximize the value and impact of the LEGO Group brand, media, and PR investments in China to support long-term brand building.
• Drive the rollout and utilization of “Global MRME systems (LEGO global digital products)" to streamline and simplify the reporting and analysis of marketing spending and return on investment effectiveness.

Budget and Effectiveness

• Lead the management of total marketing budgets effectively to achieve business objectives.
• Deliver strategic and highly prioritised commercial and go-to-market plans with clearly defined budget recommendations grounded in data and insights.
• Champion the OESP media spending model to improve the marketing effectiveness mechanism, ensuring continuous improvement of the sales-cost ratio by optimizing the marketing mix based on insights from global and local marketing intelligence.

Strong Leadership

• Contribute to the overall strategic direction and performance of the China Market Group, both commercially and organizationally.
• Communicate effectively by clearly articulating the organizational strategy and building a clear line of sight to connect team contributions with the broader company plans.
• Chair a cross-functional team of marketing CoE leaders across PMD & M&C (both locally and globally) to mobilise efforts in a coordinated way and promote the LEGO brand in China.

Do you have what it takes?

• Deep expertise in brand/product management at a senior level, with extensive experience in adapting and implementing global brand strategy in the China market.
• Strong experience in brand marketing and activation, preferably in the FMCG or retail industry.
• Solid leadership experience of leading marketing organizations.
• Passionate about operating within a global context, contributing valuable insights and ideas, and participating in global meetings and occasional travel.
• Ability to translate consumer and product insights into actionable strategies, fostering brand growth and innovation.
• Strong track record in driving creative and innovative work, bringing out the best in working teams, and collaborating with creative and media agency partners.
• Proven experience in inspiring, developing, and leading diverse and high-performing teams, including organisational transformation.
• Expertise in fostering collaboration across teams, building talent pipelines, and developing a culture of accountability and clear purpose.
• Excellent communication skills that drive clear understanding at all levels and enable effective corporate decision-making.
• Excellent ability to build strong, collaborative relationships.
• Strong strategic thinking and analytical skills with a track record of driving business results.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.
• Proficiency in data analysis tools and marketing technology platforms.

#

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?

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.

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 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.