Senior Manager, Kids Engagement

Job Description

Are you ready to drive the execution of the Kids Engagement strategy for Digital Consumer Engagement and The LEGO Group?

For this exciting global role, we are seeking a top talent to engage millions of children worldwide with LEGO experiences across digital and non-digital touchpoints (including kids.lego.com, the LEGO Play app, LEGO Fortnite, and more). You will be responsible for collaborating with and guiding cross-functional teams to execute key initiatives (including Big Bets and Big Moments), playing a critical role in delivering impact for our business. Your deep understanding of kids’ needs (especially 9–12-year-olds) will help our teams inspire and empower these builders of tomorrow, creating and deepening meaningful long-term, two-way relationships with them. You will help the team meet and exceed business KPI targets across Owned channels.

Digital Consumer Engagement’s mission is to create, nurture, and deepen long-term, two-way meaningful relationships with consumers of all ages. The role of Kids Engagement is to engage Kids with own channel experiences that inspire and extend their LEGO play and love for the brand at whatever stage they are on their fandom journey.

The Kids Engagement team is responsible for understanding kids as an audience, setting and activating strategies (ecosystem, engagement, membership), and guiding cross-functional team execution to deliver value to kids and the business. This is an important and meaningful role that will have a lot of interaction across the LEGO Group

• Accountable for North Star KPIs and business value - drive ongoing engagement with kids (traffic, downloads, active use) and the acquisition and nurturing (retention) of kid members; drive commercial impact while delivering against the LEGO Group’s mission.
• Collaborate and influence across a matrixed organization including marketing, content, product and technology teams to create value for kids and the business; foster relationships across the Product & Marketing Development org to increase impact and identify new opportunities.
• Develop strategic charters (briefs) to guide key Kids Engagement initiatives (including Big Bets and Big Moments), ensuring ongoing alignment and desirable, feasible execution; outline strategy, goals, scope, data and insights, what “Good” looks like, KPIs, RASCI, etc. Ensure safe and responsible engagement with kids.
• Guide & support cross-functional initiative teams, tracking progress and reporting value tied to business targets, influencing prioritisation/re-prioritisation (based on audience and business needs); provide or ensure project management.
• (Co-)lead Monthly Check-in agenda, representing key initiatives in broader strategy/program meetings.
• Keep up to date with global trends and best practices related to kids’ experiences; be ahead of the changing and diverse needs and desires of consumer segments, including what influences their behavior; be a thought leader about older kids 9-12 who are influenced by teens, helping partner teams understand this audience and how best to serve them.
• Collaborate with Kids Engagement teammates across Strategy, Project Management, Business Planning, Responsible Engagement, Digital Quality, Business Leadership, and Kids Membership, along with functional partners (e.g. Digital Product, Content, Marketing, Data Analytics and Business Improvement, Community Management & Moderation, Strategic Design Research, Global Insights, Design, Engineering, Social, etc.), Adult and Family & Shopper Engagement teams, as well as key matrix partners (e.g. GAME, Product Groups, Membership & Personalisation).
• Be an audience and business leader, accountable for the success of various initiatives across the ecosystem; inspire change within the LEGO Group and ensure the success of the Build Direct and Lasting Relationships (BDLR) strategy, making a positive impact on kids.

Do you have what it takes?

• Deep knowledge of Kids digital experiences – including apps, games, social channels & dynamics; experience in the digital space, with an understanding of digital product development, content & marketing strategy.
• Experience developing and executing strategies for innovative engagement experiences that drive consumer and business impact; ability to shift seamlessly between strategy and execution.
• Understanding of connected ecosystems and journeys (across Owned, Earned, Shared), global fandoms, entertainment, personalization, membership.
• Experience working in complex, fast-paced, matrix environments.
• Experience with Fortnite and Roblox preferred.
• Excellent collaboration skills with proven ability to lead through influence (rather than direct control and ownership), motivating, guiding, and supporting teammates.
• Strong analytical skills and a strong data-driven approach.
• Clear personal organization skills and project management experience.
• A flexible, resilient, playful mindset with a positive, can-do, self-starter attitude to make new things happen.

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. For all candidates, 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.