Director, Video Activation

Job Description
Are you ready to be part of a team that’s at the forefront of innovative media strategies?

Our Global Media Activation team thrives on creativity, data-driven insights, and advanced technology to amplify the LEGO® brand. Every campaign offers a chance to make meaningful connections with our audience, optimize media spend, and contribute to the continued growth of one of the world’s most beloved brands.

If you’re passionate about collaboration, agility, and delivering exceptional results, we’d love for you to join us in building something extraordinary!

Core Responsibilities

• Create comprehensive strategies to build and nurture a vibrant YouTube community, driving awareness and traffic to our content through both organic and paid channels.

• Lead a team of YouTube specialists, setting clear objectives, providing ongoing training, and conducting regular performance evaluations to ensure high-quality execution and community engagement.

• Collaborate with content creation teams and the Global Social team to develop engaging and relevant video content that resonates with our target audience and drives community growth.

• Implement and manage YouTube advertising campaigns, including TrueView ads and bumper ads, to increase visibility and drive targeted traffic to our content.

• Monitor and analyze YouTube analytics to understand community behavior, preferences, and engagement patterns, using insights to inform content and strategy adjustments.

• Develop and implement regional strategies to address specific market needs and cultural nuances, ensuring a tailored approach to community building and content promotion in key regions.

• Work closely with the Heads of Global Search and Organic Discovery, Biddable Media, and Programmatic Execution to ensure a cohesive and integrated approach to digital marketing and community building across platforms.

• Stay current with YouTube trends, algorithm updates, and industry standards, ensuring our strategies remain effective and compliant.

• Serve on the Global Media leadership team, contributing insights and expertise to inform broader digital media and marketing strategies in a global context.

Play your part in our team succeeding
M&C Marketing is all about making the journey for shoppers and consumers smoother, building loyalty that keeps them coming back. Our branded channels and D2C partners are the ultimate expression of the LEGO Group, connecting with our most dedicated fans and driving growth. With third-party retailers, M&C Marketing tailors its approach to resonate with different audiences, boosting sales and enhancing the consumer experience. Our IP partnerships bring more people into the LEGO world, creating a unified and thriving brand experience. And in product and marketing development, M&C Marketing aims to be the best partner, ensuring strategies are data-driven, feasible, and set to achieve commercial success and innovative collaboration.

The Media Activation team is a tactical force specializing in driving campaigns across diverse media landscapes. Committed to continuous optimization and scalability, they expertly manage biddable media, programmatic buying, and SEO tactics, aligning their efforts with broader corporate objectives. The team navigates the complexities of media channels to drive discoverability and optimize media spend. Their success is measured by their ability to implement targeted campaigns efficiently, enhance the LEGO brand experience across all platforms, and contribute to sustained commercial growth through precise and agile media tactics.

Do you have what it takes?

• Proven experience in developing and driving comprehensive YouTube strategies.

• Strong leadership skills with experience managing and training a team of specialists.

• Proficiency in YouTube advertising campaigns, including TrueView and bumper ads.

• Expertise in YouTube analytics and data-driven decision-making.

• Knowledge of current YouTube trends, algorithm updates, and industry standards.

• Excellent collaboration skills to work effectively with content creation and global social teams.

• Ability to develop and drive regional strategies, understanding cultural nuances and market needs.

• Ability to think strategically and solve problems to support broader digital media and marketing initiatives.

Additional details on this position

• If based in the United States, the salary for this position has a range of $151,100 - $226,700 USD based on anticipated responsibilities, market benchmarks, and organizational constraints. The LEGO Group carefully considers a wide range of compensation factors, including but not limited to prior experience, skills, expertise, location, internal equity, and other considerations permitted by law. The comprehensive remuneration details, inclusive of benefits, will be communicated upon finalization of the employment offer.

• If working from the Boston Hub, this position will initially be based at 10 St. James Street in Boston, before moving to a new office location at 1001 Boylston Street by mid-2025. Our hiring teams will discuss this with you during the interview stages.

• Our workplace enables our LEGO® colleagues to be and do their best at work. Introducing a flexible way of working through a hybrid working model is a great example of how we live up to our ambition. This 3 day in the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues.

#LI-SW2

#LI-Hybrid

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 are some of what to 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 you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programs run by local teams where you are based

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

Your 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.

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, religion and Veteran status) to apply for roles in our team. 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.

We support our employees in being there for the moments that matter in life and celebrate families of all kinds, the loved ones that make us who we are. Being part of the LEGO Group also means taking part in our annual Play Day, playing a part in building a sustainable future and continuing our mission to “inspire and develop the builders of tomorrow.”

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.

We conduct drug screening as a part of our drug free workplace policy and in support of our commitment to the health and safety of our employees.

Online Application Accessibility Statement; which is intended for people with disabilities - LEGO systems endeavors to make www.LEGO.com/jobs accessible to any and all users. If you would like to contact us regarding the accessibility of our web site or need assistance completing the application process, please contact the HR Service Desk at 1.860-763-7777, option #3. Please note, these communication channels should be used for those having difficulty accessing our on-line channels, not to inquire about job opportunities.

Just imagine building your dream career.

Then make it real.

Join the LEGO® team today.

• Location
  • Billund, Denmark
  • Boston, Massachusetts, United States of America
  • København K, Denmark
• Job ID:
  0000018660
• Category
  Sales, Marketing & Product Management