Brand Manager

the LEGO Group•Boston, MA

1d•$107,885 - $161,827•Hybrid

About The Position

Bring your marketing expertise to our team to deliver on our mission to inspire and develop the builders of tomorrow! This role presents the opportunity to design our annual audience go-to-market strategies, franchise portfolio choices, communications platforms and innovations to drive brand health and sales growth in the U.S. Market. The U.S. Marketing department is responsible for crafting and fostering consumer demand by converting audience, shopper, and market insights into compelling, creative, and innovative marketing programs that remain grounded in a strong commercial understanding and focus. This individual will join the US Brand Management Team as a Design Brand Manager, helping translate audience insights, brand strategy, and commercial priorities into design-led marketing experiences across campaigns, retail, media, and partner touchpoints for the Preschool audience.

Requirements

Demonstrated experience in a marketing role, ideally with some experience marketing family, kids, entertainment, gaming, toy, retail, or lifestyle brands, with a strong understanding of how to translate audience insights into compelling consumer-facing campaigns
Strong analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health
Proven success in driving meaningful innovation. Consistently seeks new ideas and innovative approaches, not shying away to take educated risks.
Effective collaborator and negotiator who is passionate about building relationships across functions and business units in a matrixed organization. Appreciates strength in working with people from a diverse set of backgrounds.
Experience driving strong retail partner relationships, crafting plans, and implementing marketing programs to build joint commercial value with larger retailers
Strong understanding of Integrated Marketing channels, including digital marketing, critical metric setting, and measurement
Ability to deliver multiple priorities simultaneously at scale with speed and on budget
Experience working with brand guidelines, visual identity systems, campaign toolkits, packaging, retail displays, or digital content systems
Outstanding presentation and writing skills with the ability to convey a compelling and concise message, and to engage and inspire colleagues
High level proficiency in Microsoft Office, especially Excel and PowerPoint, in order to drive quality business analyses and communication

Responsibilities

Collaborate with Global Marketing teams & Our LEGO® Agency to develop communication strategies and platforms that will enable US Brand team to implement integrated marketing plans to drive brand equity, build active share (penetration), and re-activation (repeat purchase).
Effectively translate brand, audience, and commercial strategies into clear local creative briefs that guide internal teams and agency partners.
Lead the strategic direction of the Brand Preschool team; ensure team understands and takes actions based on audience market conditions, preferences, needs and trends, scaling direction to other audiences and franchises/themes as needed.
Grow audience base through the product portfolio, innovation, marketing mix activities, and the deployment of communication platforms.
Advocate and drive internal and external share-of-mind, confidence, and retailer support for audience themes; influence global and local growth ambitions.
Foster strong internal relationship with Markets & Channel Marketing, Global Product Development, and US Customer Teams to deliver integrated, comprehensive activation plans across marketing channels and platforms.
Manage partnership (IP, agency, and vendor) relationships as designated brand responsibilities require.
Influence and collaborate with Global Product Development to develop audience portfolios to meet the growth ambitions of the US Business Unit.
Develop Go-To-Market Plans for new product/franchise launches and optimize base portfolio go-to-market plans.
Develop annual audience objectives to inform budget allocations and communications strategies to ensure efficient and effective marketing plan executions for LEGO franchise(s).
Holistic business ownership and thought leadership; constant analysis and evaluation of audience performance in partnership with Delivery Brand Manager on corrective actions where necessary.
Establish Measurement & Evaluation plans; provide feedback to Global partners to optimize future plans and portfolios.
Thought leadership and strategic setup of audience presentations to customer sell-in of product lines and critical marketing programs.
Deliver value to Brand Delivery, Customer, Trade Marketing and eCommerce teams to build shopper activation plans to drive performance
Work alongside the Delivery Brand Manager to ensure brand strategy, budget planning, marketing calendar, and campaign execution are aligned from planning through delivery.