Vice President Trade

Job Description
Are you ready to step into the unique opportunity to build the future of retail marketing at the LEGO Group? As Vice President of Trade & Shopper Marketing, you will directly impact how our brand shows up across every shopper touchpoint, from physical shelves to digital storefronts.

Core Responsibilities

• Define and steer the global Trade & Shopper Marketing strategy, aligning with commercial priorities and market needs.
• Lead and empower a diverse team across different regional hubs responsible for trade, branded channels (Licensed), eCommerce content, experience design, agency partnerships, and retail CoE.
• Deepen strategic partnerships with key third-party retailers to co-create differentiated, high-impact retail experiences through smart design (innovative and practical/commercially attractive) across physical and digital platforms based on the priorities of the brand and the portfolio.
• Oversee the development of immersive B2B retail experiences and merchandising solutions.
• Deliver and build omnichannel capabilities in retail marketing frameworks and toolkits that amplify global playbooks and enable local execution.
• Foster a culture of innovation and continuous improvement across all TSM functions.
• Ensure integration of shopper insights and commercial data into campaign development and retail activations.
• Govern agency partnerships to ensure timely, high-quality delivery of scalable retail toolkits.
• Drive modernization of trade marketing tools, processes, and measurement frameworks.
• Contribute as key Leadership team member in Central Marketing function, collaborating cross-functionally with Integrated Marketing, Global Media Activation, Membership & Personalization, and our key Business Units.
• Represent TSM in strategic forums and contribute to Marketing Transformation initiatives across the marketing value chain.

Play your part in our team succeeding
This role leads a global function and a transformation of our Retail and Shopper marketing to unify omnichannel execution, elevate retail experiences, and drive commercial impact. You will drive innovation across B2B design, branded channels, eCommerce content, and agency partnerships, while empowering regional teams to deliver market-relevant activations that scale globally. You will deepen strategic partnerships with our most significant third-party retailers (we call them 'customers') — co-creating differentiated retail experiences within a market, unlocking joint commercial value, and elevating the LEGO brand presence across physical and digital platforms.

With a bold vision and a transformative leadership style, you will champion data-driven decision-making, operational excellence, and collaboration to unlock growth, modernize trade practices, and future-proof our marketing value chain.

Do you have what it takes?

• Extensive leadership experience, with a proven track record of successfully managing large trade/shopper marketing, retail activation or omnichannel marketing teams with a global reach in a dynamic marketing environment.
• Ability to navigate ambiguity, lead change, and build high-performing teams.
• Deep understanding of B2B retail environments, eCommerce content strategy, and branded channel marketing.
• Strong strategic thinking and commercial acumen, with experience in aligning marketing with business objectives.
• Exceptional stakeholder management and the capacity to foster collaboration cross-functionally.

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.