Drive Impactful Campaigns: Connect andGrowthe LEGO Group's Kids andPreschoolAudience!

The LEGO® Group mission is to inspire and develop the builders of tomorrow — and that journey includes prioritizing play, at all ages.As theKidsand PreschoolGo to Market (GTM)Senior Manager, you will playan important rolein delivering impactful marketing campaigns that connect to our Preschool and Kids audiences while boosting integration with the Membership & Personalization team.

Core Responsibilities:

Kidsand PreschoolCampaign Implementation

• Lead the implementation of Kidsand Preschoolaudience go-to-market campaigns across global channels, working closely with the Head of Kids GTM, Head of Preschool GTM and GTM Senior Managers to ensure campaigns are engaging, insightful and impactful.

• Implement detailed OESP marketing activation plans for designated Kidsand Preschoolproduct lines, ensuring consistency across brand, digitaland retail touchpoints.

• Translate campaign strategies into clear activation plans, ensuring campaigns connect effectively with kids and their parents/guardians across the full consumer and shopper journey.

LEGO Insiders Integration

• Ensure the LEGO® Insiders program is integrated as a key audience and value layer within Kids (0-12) go-to-market campaigns.

• Represent prioritized LEGO Insiders member segments and strategic audiences within campaign briefs, GTM playbooks, and activation plans.

• Discover opportunities to integrate membership benefits, rewards, andenrichingmember experiences into Kids campaigns to boost engagement and foster loyalty.

• Champion the voice of the LEGO Insiders member within campaign planning to ensure campaigns reflect member motivations and behaviors, specifically for families and children.

Cross-Team Integration

• Act as a key connection point between the Integrated Marketing team and the Membership & Personalization teams to ensure alignment on audience strategies and campaign planning.

• Partner closely with the Senior Manager, Membership Campaigns to align Kidsand Preschoolcampaign timelines with the LEGO Insiders marketing calendar andintegrate relevant family-oriented moments where appropriate.

• Ensure campaign plansleveragemembership value propositions while avoiding duplication with membership-led marketing initiatives.

Shopper & Retail Activation

• Lead or support the implementation of Kidsand Preschoolshopper marketing plans by coordinating deliverables and ensuring market teams receive clear and consistent shopper toolkits and campaign assets.

• Work closely with trade and shopper partners to ensure alignment between brand messaging and retail activation, integrating membership value where relevant across the shopper journey.

• Coordinate omnichannel activation elements to ensure campaigns are consistent across consumer and retail environments.

Insights & Performance

• Leverage insights from consumer research, LEGO Insiders member behaviorand campaign performance to uncover opportunities for enhancing message relevance and increasing marketing impact among kids and their families.

• Support campaign performance tracking by collecting KPIs,monitoringmarket activation quality, and identifyingopportunities for optimization.

• Apply knowledge of marketing channels and audience insights to inform campaign execution and continuous improvement.

Cross-Functional Collaboration

• Maintain strong partnership with Product Marketing Development (PMD) to ensure go-to-market strategies reflect upstream franchise strategies and align with Kidsand Preschoolaudiences priorities.

• Coordinate with Business Units (BUs) on future franchise selling-in, ensuring consistent campaign narratives and alignment with Kids audience priorities and membership opportunities.

• Operate under the guidance of the Head of Kids GTMandHead of Preschool GTM 

• Ensure the needs, motivations and behaviors of LEGO Insiders members are reflected in campaign messaging, experiences, and activation strategies for kids and family audiences.

Play your part in our team succeeding 

As the Kidsand PreschoolGo-to-Market Manager, you'llbe pivotal in expanding the LEGO® brand's reach within the Preschool and Kids audience. Contribute to a dynamic team by delivering thoughtful marketing plans and insightful analysis, increasing brand awarenessand building trust with future builders.

Do youhave what it takes? 

• Extensiveexpertisein leading marketing campaign management, ideally in consumer-facing or entertainment industries.

• Deep mastery of the Go-to-Market process, encompassing strategy development through to execution.

• Demonstrated success in building and managing membership programs, with a proventrack recordof integrating campaigns across OESP channels.

• Ability to collaborate cross-functionally within complex, matrixed international environments. 

• Advanced analytical skills for campaign performance monitoring and strategic insightapplication.

• Professionalproficiencyin English; additionallanguages are a plus for global campaign work.

Nice to Have:

• Experience indriving omnichannel activation initiatives. 

• Experience in sectors like toy, FMCG, or entertainment, along with a background in social media or kids-focused communications

Additionaldetails on this position:

• 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 isa great exampleof how we live up to our ambition. This 3 dayin the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues. 

• Norelocationassistance will be provided for this position.