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Brand Manager

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the LEGO Group

1mo ago

  • Job
    Full-time
    Senior Level
  • Marketing
    Product
  • Reading

AI generated summary

  • You need experience in brand management, strong business acumen, marketing skills for complex campaigns, analytical abilities, excellent communication, and strategic agility with diverse stakeholders.
  • You will define marketing strategies for UKI Girls, implement campaigns, manage budgets, analyze performance, collaborate cross-functionally, and drive brand equity and consumer engagement.

Requirements

  • General Demonstrable experience in Brand Management and Consumer Goods Marketing. Ideally with a top tier company in either FMCG or Entertainment arena. Fashion/Health & Beauty also considered.
  • Business acumen demonstrable experience managing and leading budgets; product /demand forecasts; in market performance and tracking. Knowledge and understanding of key reporting systems (i.e. IRI, Nielsen, Kantar, Circana).
  • Marketing Acumen demonstrable experience running complex & multifaceted campaigns (ATL and BTL); understanding of key marketing principles; experience dealing and managing with multiple agencies and multiyared campaigns (incl understanding of in store).
  • Strong analytical skills with a proven track record of leveraging data to drive business results.
  • An excellent communicator, both verbally and in writing. Strong presentation skills able to demonstrate complex circumstances in a simple and easy to understand way.
  • Very effective at building strong internal & external networks and able to operate with a wide range of people from different parts of the organization and with external partners.
  • Demonstrable strategic & learning agility capacity to flex style and approach, understanding of how to navigate complex structures with multiple stakeholders.

Responsibilities

  • Define & implement the UKI Girls audience priorities, KPIs & campaigns to achieve the overarching kids objectives.
  • Input into the UK/Ireland Kids Marketing Strategy development, objective setting process and consumer communications planning and ensure efficient marketing plan executions for LEGO Girls first Themes in UK/Ireland.
  • Implement innovative marketing strategies & activations that drive brand equity and build active consumers (penetration), re-activation (repeat purchase) and frequency (engagement) for your audience and The LEGO Group incl through new products and themes and implementation of strong marketing plans.
  • Work cross-functionally with key stakeholders internally & externally to gear the owned / earned / shared / paid (OESP) activities of the LEGO Group towards sales and brand impact.
  • Monitor progress of competitive activity and changing market needs in order to facilitate modifications on brand strategies when necessary.
  • Manage outside agency partners and drive collaboration with our internal agency.
  • Manage external partnership relationships as designated brand responsibilities require.
  • Plan and Manage budgets and financials related to marketing campaigns.
  • Establish best retailer strategies in conjunction with the sales team, and aid key account preview sell-in of critical marketing programs when appropriate.
  • Constant analysis and evaluation of brand and campaign performance and initiate corrective actions where necessary.
  • Working closely with the sales team and key customers where necessary, to provide category and shopper insights to drive performance.
  • Develop pricing recommendations to meet overall UK/Ireland strategies for designated brands.
  • Work with the Regional, Global & BU Cross Functional Teams to deliver Integrated Planning.

FAQs

What is the primary focus of the Brand Manager position at LEGO?

The primary focus is to step change LEGO Girls' plans and themes by delivering innovative and impactful marketing campaigns aimed at kids, while partnering with major IPs like Disney, Warner, and Universal.

What are the core responsibilities of the Brand Manager?

Core responsibilities include defining audience priorities, implementing marketing strategies, managing budgets, analyzing brand performance, and collaborating with internal and external stakeholders.

What qualifications are required for this role?

Candidates should have demonstrable experience in brand management and consumer goods marketing, strong analytical skills, effective communication abilities, and strategic agility to navigate complex structures with multiple stakeholders.

How does LEGO define success in this role?

Success is defined by achieving overarching kids' objectives through effective marketing plans, increasing brand equity, and building active consumer engagement and re-activation.

Will the Brand Manager be working with external agencies?

Yes, the role involves managing outside agency partners and driving collaboration with internal agencies.

Is previous experience in the entertainment industry preferred?

Yes, experience in consumer goods marketing ideally with a top-tier company in FMCG, entertainment, fashion, or health & beauty is favored.

What kind of budget responsibilities will the Brand Manager have?

The Brand Manager will plan and manage budgets related to marketing campaigns and establish best retailer strategies in conjunction with the sales team.

Are there opportunities for professional development and well-being?

Yes, the company offers resources and benefits to nurture physical and mental well-being, alongside enhanced paid leave options and a generous colleague discount.

How often will the Brand Manager be required to work in the office?

The hybrid work policy indicates an average of 3 days per week in the office.

What does LEGO value in its workplace culture?

LEGO strives to create a diverse, dynamic, and inclusive culture of play where everyone feels safe, valued, and they belong.

Does the LEGO Group have a commitment to children's rights?

Yes, the LEGO Group is fully committed to Children's Rights and Child Wellbeing globally, requiring candidates in roles with high engagement with children to undergo Child Safeguarding Background Screening.

How can interested candidates apply for the Brand Manager position?

Interested candidates are encouraged to apply as soon as possible, as applications are reviewed on an ongoing basis, and the job may be amended or withdrawn at any time.

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the LEGO Group

Our mission is to inspire and develop the builders of tomorrow.

Manufacturing & Electronics
Industry
10,001+
Employees

Mission & Purpose

We are the LEGO Group, the company behind the world’s most loved LEGO® bricks. Our brand name derived from the two Danish words Leg Godt, which mean “Play Well”. We’ve been sparking imaginations and inspiring the builders of tomorrow since 1932. This is our mission and what motivates our colleagues around the world every day. Today, we remain proudly family-owned with headquarters in Billund, Denmark. We have regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore, as well as 7 manufacturing facilities around the world. These places are home to 28,000+ colleagues in everything from design and engineering to digital technology and marketing. Together we learn, imagine and build – creating play experiences that are sold in over 130 countries worldwide. A purposeful and responsible global brand where creativity helps to inspire builders all around the world. Just imagine being part of that!