Job Description

Drive Impactful Campaigns: Connect and Grow the LEGO Group's Adult Audience!

The LEGO® Group mission is to inspire and develop the builders of tomorrow — and that journey includes prioritizing play, at all ages. As the Adults Audience Go to Market (GTM) Manager, you will play an important role in delivering impactful marketing campaigns that connect to the new and growing Adults audience while boosting integration with the Membership & Personalisation team.

Please note: This role is based in our Copenhagen HUB and we offer a hybrid working week arrangement called Best of Both, requiring 3 days in the office location and 2 days from home. No relocation assistance is offered for this position.

Core Responsibilities:

Adults Campaign Implementation

• Collaborate with GTM leaders to develop impactful, insight-driven global campaigns.
• Design OESP marketing plans for LEGO® Adults products, ensuring brand consistency.
• Partner with PMD and BUs to align strategies with franchise priorities and audience needs.

Shopper & Retail Activation

• Implement shopper marketing plans, delivering consistent toolkits and assets.
• Align brand messaging with retail activation, integrating membership value.
• Coordinate omnichannel elements for a unified consumer and retail experience.

LEGO Insiders and Membership Integration

• Integrate LEGO® Insiders program into Adults campaigns as a key audience layer.
• Enhance campaigns with membership benefits to boost engagement and loyalty.
• Collaborate with teams to align campaign timelines with the LEGO Insiders calendar.

Insights & Performance

• Analyze consumer research and campaign performance to optimize impact.
• Track KPIs and identify opportunities for campaign improvement.

Use marketing insights to inform execution and continuous enhancement.

Play Your Part in Our Team Succeeding

As the Adults Audience Go-to-Market Manager, you'll be pivotal in expanding the LEGO® brand's reach within the Adults audience. Contribute to a dynamic team by delivering thoughtful marketing plans and insightful analysis, increasing brand awareness and building trust with future builders.

Do You Have What It Takes?

• Expertise in marketing campaign management, ideally in consumer-facing or entertainment industries.
• Strong understanding of the Go-to-Market process, from strategy to execution.
• Experience in building membership programs and integrating campaigns across OESP channels.
• Proven ability to collaborate cross-functionally in matrixed, international settings.
• Analytical skills for monitoring campaign performance and applying insights.
• Experience in supporting omnichannel activation preferred.
• Professional proficiency in English; additional languages are a plus for global campaign work.

While not required, experience in sectors like toy, FMCG, or entertainment, along with a background in social media or adult-focused communications, could be advantageous.

#LI-SG2

#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 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.

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.