Senior Manager, Fan Events & Marketing Integration

Job Description

Do you have a passion for Deep Fandom Communities? Join our Fan Marketing team to develop marketing strategies and opportunities around fan-led events that will help drive brand awareness, relevance, desire, and love for one of the most reputable brands in the world.

Today the LEGO Group is collaborating with fan events worldwide. These high-capacity events have 3,5 million visitors per year with an estimated 80% of attendees being families with kids. The other 20% are LEGO fans who are seeking a brand-led experience. This role will lead local market integration strategies for our fan-focused marketing activations and to increase opportunities between the LEGO Group and key fan-led events.

Core Responsibilities

• Build close working relationships with key, influential marketing and communications collaborators across our top local markets.

• Develop and champion the fan events category as a key marketing channel to grow. Responsible for creating and implementing a global fan event marketing strategy and executional plan, with the goal of increasing the LEGO Group’s presence, differentiation, and brand halo at these key events. Build relationships and growing relevance with 12+ recognised fan events, over 100 fan conventions and LEGO Certified Professional events across 27 markets.

• Own the integration of local market deep fandom requirements into the wider global Product & Marketing planning process, including portfolio, campaign strategies, playbooks, and toolboxes. Help forge a closer working relationship between our numerous deep fan communities and our local marketing teams for mutual benefit.

• Lead collaboration and planning with internal cross-company collaborators (incl LEGO Branded Stores, local markets, games, and digital products) to identify and generate engaging, innovative fan-led activations and cross-promotional opportunities.

• Drive, inform and inspire local markets' utilisation of Deep Fandom within our Marketing portfolio and continue to strengthen market integration.

• Create seamless marketing journeys and mechanics to integrate physical and digital fan led events and activities to other touchpoints and experiences in the LEGO ecosystem in line with business priorities and brand guidelines.

• Define success metrics to track performance and impact, including reporting, to define and showcase the value of our fans and fan events and to translate this data into practical insights enabling data driven decision making.

• Be the champion for our LEGO Brand with fans and fan events ensuring that brand guidelines are followed at all times, and our brand is represented with the highest regard.

Play your part in our team succeeding

The Digital Consumer Engagement (DCE) is accountable for the creation, growth, and engagement of our owned channels across the kids, adult, and family audiences and building the relationship on behalf of the LEGO Group with our extensive deep fandom community. These experiences are a core part of the wider Digital Ecosystem that ties together all digital LEGO® experiences in meaningful ways which creates deeper consumer engagement and improved consumer life-time value.

Do you have what it takes?

• Several years of experience working within marketing & communication roles or a senior events and partnership role. Demonstrates previous specialist experience of fan-driven marketing or working with super users.

• Has worked within a large complex, matrixed organization leading marketing strategy with prior experience of bringing cross functional and geographical teams together to drive solid plans and executional excellence.

• Ability to balance complex objectives, navigating the business needs and satisfying our fans’ needs and engagement.

• An understanding and ability to navigate the requirements and challenges of a global vs local strategy to deliver a solid global to local plan.

• Proficient experience developing innovative marketing solutions.

• Commercial competence and strong analytical skills with a constant focus on how to translate the latest insights and data into driving our business forward.

• Motivated self-starter with a structured, strategic, can-do mindset, who appreciates that two days are never the same but always fun! A valuable and trusted teammate who can work across different functions, cultures, and departments.

#LI-NS2

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
  Billund, Denmark
• Job ID:
  0000017555
• Category
  Sales, Marketing & Product Management