Head of Offline Branded Retail

Job Description

Job Level: Sr Director 

Are you a passionate expert who has interest to lead our company’s offline branded store network across multiple partners in China?

Here’s a phenomenal job opportunity for you to drive joint business growth, activate our shopper engagement tools, and protect our brand experience in every store. You are also expected to build trusted and long-term partnerships with selected external partners, as well as influence internal teams to support store success!

Core Responsibilities

• Develop offline branded retail channel strategy and roadmap for China towards 2030
• Develop Joint Business Plans (JBPs) with each selected partners, balancing sales growth, profitability, and brand health
• Lead the branded retail transformation towards a scalable franchise model, while identifying new growth opportunities and improving channel productivity
• Champion digital products and retail technology solutions to enhance shopper member experience (e.g. enterprise WeChat), store productivity (e.g. instant retail), and operational efficiency (e.g. store auditing tool)
• Partner with global retail development team to identify new store expansion and testing opportunities across strategic cities
• Lead business reviews with partners with aligned action lists enabled by retail data
• Negotiate annual trading terms, resolve conflicts, and balance competing interests across multiple partners
• Advocate partner needs internally while holding partners accountable to LEGO standards
• Coordinate with internal teams (marketing, operations, supply chain) to ensure timely product launches and promotional execution
• Co-drive shopper member recruitment & engagement via Enterprise WeChat with partners – track active members, engagement rates, and campaign effectiveness
• Foster a collaborative culture with One Team spirit across local and global functions.
• Build a cohesive and resilient team with shared purpose, strong team spirit, clear ownership, and execution momentum
• Coach and empower team growth through feedback, co-creation, and capability building

Do you have what it takes?

• Consumer goods, toys, lifestyle, or experiential retail experience preferred
• High integrity, self-aware, and clear communicator with cultural sensitivity
• Cross-functional leadership in a global matrix organization
• Solid experience in franchise management and channel sales in China
• Demonstrated P&L ownership for a retail channel or account portfolio
• Direct experience using Enterprise WeChat for shopper CRM
• Great experience to test and scale new retail solutions for incremental growth
• Agile learner, up to date with new retail trends
• Committed to team development and capability building

#LISZ

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.