Sr. Fandom Marketing Manager

Job Description

Would it be your dream job to co-create how we interact with our kids fans communities, while bringing to life a new franchise as part of a cross-functional team?

Be the trailblazer for evolving the way we as a business navigate in a hybrid world

As Senior Fandom Marketing Manager, you will be part of our global toy development business and a member of the Leadership Team (LT) on a key strategic product. You will help develop our brick-built toy line, take it to market, and then evolve our community experience.

Make a world-spanning social play movement

Create, brief, and implement the global fandom strategy to drive and grow combined fandom (cross-over of Partner IP and LEGO fandoms):

1. Drive the strategy for fixed and flex brand and commercial marketing - then evolve these in real-time in response to emerging market results, iterating rapidly to boost performance in market.
2. Support transformation of the LEGO Group’s Go-To-Market thinking and unlocking the power of social play and community engagement.
3. Translate fandom into events, product marketing ideas, and play updates which engage players long-term.

Be a key innovation driver

1. Own the development of the very first franchise Fandom strategy, anchored in global thinking and powerful local executions. Pilot solutions which can be reused by other teams.
2. Join a small and growing team of pioneers on the mission to change internal LEGO processes and thinking to innovate best in class real time marketing and community engagement plans for social play.
3. Drive impactful change in ways of working, ensuring effective and pioneering execution globally and in markets.

Show thought leadership

1. Play an active role in the Product LT during key meetings and leadership forums across the year, including relevant presentations to internal and external forums and key senior leadership management. Alongside with the product Marketing Lead, you will be the functional leader that drives the agenda, inspiring and coordinating the goals and outputs of a direct and indirect team.
2. Show great indirect leadership, co-creating with and influencing others.
3. Influence platform development being the product lead for developing a real-time marketing toolbox.

Be the leader and orchestrator of a powerful brand experience

1. Collaborate to rapidly turn market listening into strong consumer insights - then innovative and build powerful social play.
2. In cooperation with our Entertainment Partners & Content team, champion and help strengthen our collaboration with our IP partner, ensuring mutual value when applying social play thinking.
3. Co-create the future of the franchise strategy and portfolio in collaboration.

Business leadership

1. Navigating the unknown and daring to take calculated risks.
2. Proven capability of influencing direct and indirectly powerful partners and complex organization matrixes.
3. Have a strong pulse on business performance, the toy industry and competition, and act on those insights. Engage with markets in following up business performance and driving global plans. Act and react with tangible plans when facing unexpected opportunities and when business is underperforming.
4. Lead initiatives to improve our business model and footprint.

Please note that the role is based at our headquarters in Billund (DK). Expected travel activity is around 20 days/year.

The Global Marketing Department is responsible for creating and fostering consumer demand for the LEGO Group by converting consumer, shopper, and market insights into compelling & innovative product lines, marketing strategies & campaigns. This role lands in the New Business area and will focus on developing our business within new territories. This is a key leadership role within one of our businesses with the highest potential.

We are looking for a candidate with strong fandom development experience in digital and physical communities, and a proven track record of contributing to the growth of social brands. Experience in the field of toys is a plus. Moreover, we expect that you:

1. Understand kids’ fandom, communities, and have an intuitive understanding of how we can connect with kids and their culture in an authentic and meaningful way.
2. Are a great leader who thrives when leading partners of different seniorities with the ability to generate positive relationships while influencing big cross-company internal/external agendas.
3. Show an open-minded and dedicated approach - ready to build bigger thinking through collaboration.
4. Are persistent, resilient, and find excitement in working in flexible and constantly changing environments.
5. Have a track record of developing sound strategic thinking.
6. Have demonstrated a willingness to take calculated risks and agility in responding to the changing external landscape.
7. Have a strong intuition for business, great analytical skills and the ability to make results by turning real-time insights into action.
8. Have excellent communication and presentation skills.

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.

Research shows that women and people from different underrepresented backgrounds often only apply for a job if they meet 100% of the listed qualifications. If you dream of being a part of our team and you meet many, but not all of our listed qualifications for this role, please apply.

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.