Strategic Audience Development Manager

2 days ago

Billund, Denmark LEGO Gruppe Full time

At the LEGO Group, we are dedicated to creating a diverse and inclusive culture of play where everyone feels safe, valued, and they belong. We strive to inspire children's curiosity, creativity, and imagination, driving our business forward with innovative marketing strategies.

Job Overview

The Senior Manager, Audience Planning will play a crucial role in deepening the LEGO brand's presence and relationship with children worldwide. You will be responsible for crafting marketing strategies that achieve audience, brand, and commercial objectives, expanding our reach and ensuring the continued growth of our iconic franchises in both established and emerging markets.

Key Responsibilities
  • Support the development of a globally scalable and commercially viable audience/consumer segment strategy.
  • Collaborate with senior leadership in the global portfolio & marketing development (PMD) team to ensure global marketing toolboxes align with the audience strategy and commercial ambitions.
  • Provide consumer and shopper insights-based input during Product development cycles on Y+2 portfolios and GTM plans to secure strong links with market needs and capabilities.
  • Propose gap fill plans per consumer segment based on assessments of Y+2 consumer segment growth linked to proposed Y+2 portfolios and GTM.
  • Monitor Strategy Execution from an Audience Perspective (track consumer segment performance on set KPIs by markets and channels, track investments, identify seasonality, effectiveness of marketing levers).
  • Lead the synthesis of comprehensive insights derived from markets, shoppers, and audience performance, collaborating closely with Product Marketing teams to incorporate these insights into the go-to-market development process.
  • Lead projects to pilot and optimize Audience priorities from concept to implementation across M&C Marketing functions.
  • Present to global Markets & Channel Leadership Teams overviews and recommendations linked to Y+2 Audience Strategies.
What You'll Need to Succeed
  • A Bachelor's degree in Marketing, International Business, Communications, or related fields.
  • Proven professional experience with product marketing and/or developing international marketing campaigns, with a major premium (preferably global) brand, working with marketing personas, qualitative, and quantitative audience data.
  • Experience working with FMCG or children's brands, with a focus on educational or entertainment products, and an advanced degree or professional certifications in marketing or related fields, are an advantage.
  • Outstanding analytical skills with a strong focus on data-driven insights and solutions.
  • Ability to lead conversations around priorities, impact, and resources with senior stakeholders.
  • Strong influencing skills to drive alignment without formal authority.
  • Holistic thinking approach to establish and drive end-to-end strategies and initiatives encompassing multiple functions.
  • Capacity to identify opportunities and initiatives to develop and sustain audience growth.
  • Strategic thinking skills, to operate within the scope of scaled global solutions while addressing local market needs.
  • Professional level in English, both written and oral. Additional language skills are highly advantageous for global market communication.
Benefits and Perks
  • 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 one, 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.

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