Global Brand Director, Culture Marketing

Job Description
Global Brand Director of Culture Marketing
Are you a creative visionary who thrives on making brands culturally relevant on a global scale? Do you have a passion for integrating play and culture to shape the future of one of the world’s most beloved brands?

If you're passionate about blending culture, play, and brand impact—and thrive in both high-level vision and hands-on execution—this role could be your next adventure. Lead our cultural marketing initiatives to inspire connection and elevate play as a global platform!

Core Responsibilities
The Global Brand team plays a key role in shaping our brand worldwide, crafting and delivering impactful narratives that resonate locally to ensure lasting relevance for the future.

• Lead the development and implementation of a unified cultural vision and strategy across brand, product, communication, and key channels.
• Ideate and develop outstanding cultural marketing opportunities, leading project teams and initiatives across functions and channels.
• Drive long-term brand relevance by establishing culture marketing concepts and encouraging organizational adoption of new ideas.
• Manage internal culture marketing council to ensure alignment, visibility, and integration of culture strategies across the organization.
• Collaborate with teams across licensing, partnerships, markets, and channels to build impactful brand moments and support a unified brand narrative.
• Establish and track culture marketing standards, success metrics, and partnerships to support and extend the brand’s cultural integration and influence.

Play your part in our team succeeding
The LEGO Brand has developed into one of the most trusted and valuable brands in the world. In mature LEGO markets it occupies a unique position in the minds of parents and children alike as a high quality, trusted, fun and engaging brick-based play experience. In developing markets, it is seen as a highly desirable, high quality and meaningful proposition that not only provides an outstanding play experience but also child developmental benefits as well.

The LEGO Brand team is responsible for actively shaping the brand proposition globally, developing and delivering global narratives with local relevance to build impact and make the brand relevant for the future while ensuring brand protection and governance.

Please note: This is a position based in Copenhagen, Denmark. Our flexible working model allows employees to work 2 days/week from home (3 days in the office). Relocation support is not offered for this role.

Do you have what it takes?

• Demonstrated and extensive experience in consumer marketing with a cultural focus!
• Strong knowledge and passion for the LEGO brand, creative play, and a deep understanding of cultural trends (art, design, music, sports, tech).
• Proficiency in social media, digital landscapes, global market trends, and retail audiences.
• Skilled communicator with strong verbal and written abilities, meeting facilitation, and presentation skills.
• Demonstrated leadership ability to motivate teams, mentor colleagues, and engage high-level partners.
• Proven track record of launching impactful, large-scale culture marketing campaigns that drive brand and business results.
• Ability to manage multiple projects, budgets, timelines, and build clarity in complex, ambiguous environments.
• High energy, problem-solving, and proactive attitude with a commitment to diverse perspectives and strategic priorities.

Build your career brick by brick at the LEGO Group.

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.

• Location
  Copenhagen, Denmark
• Job ID:
  0000020332
• Category
  Sales, Marketing & Product Management