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Senior Manager Shopper & Omnichannel Activation


China, Shanghai

Posted Date


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Market and Consumer Research


Are you an expert in Shopper Marketing who is passionate about leveraging Shopper knowledge in China, driving local and global Shopper Occasions & collaboration across Regions to enhance retailer experiences around the global?Here’s a fantastic opportunity for you to be a part of our Shopper & Omnichannel Activation team in the LEGO® Group to help to bring the LEGO® Brand to life in China.

Introduction about the Department
Shopper & Omnichannel Activation (SOA) are a Global team setting the rules and toolkits for the LEGO Brand in all retail channels. SOA drives Omni shopping activation, Shopper Insights rollouts (Columbus, ATL & Shopper Barometer), Global Shopper Occasions and the commercialisation of the Channel Strategy. We partner closely with TLA (LEGO Agency) and work in partnership with Global Insights (GI) on insight projects.

Your tasks will include:

• Provide leadership and guidance to the SOA Team & broader MCD in the development of concepts, strategies, planning, implementation and coordination for Shopping Occasions across online / offline channels with a focus on China
• Build success through people and regions
• Supports develop global Shopping Occasions toolboxes - goals, objectives, KPIs, and strategies as part of business planning
• Leverage data and insight from rich insights and customer analytics to make data-driven changes and improvements in overall programs
• Support LEGO China's big Growth ambition especially within LEGO Certified Stores (LCS) & EC team
• Monitor the success of campaigns over time
• Provide thought leadership & consultation to cross-functional teams
• Acts as a connector across all markets to drive Shopper in priority markets
• Help drive Shopper & Omnichannel top of mind
• Conduct frequent internal and external evaluations of retailer stores & sites to ensure the optimal customer experience and highest quality features and capabilities, including regular competitive analysis of direct competitors and relevant non-competitors around large Shopper Occasions
• Provide guidance and educate key stakeholders on industry best practices.
• Embed Omnichannel capability into the sales, Customer Development & marketing Regional teams through formalised training program (s) and joint business planning
• Disseminate frequent and thorough communication of all global initiatives, benchmarking, processes, trends, and scalable solutions to local markets

What we’re looking for

• 8+ years of experience in Shopper Roles and/or other marketing disciplines ideally from a premium consumer brand or omnichannel / marketing agency in China
• Bachelor’s degree within business
• A strong influencer, expert presenter
• Ability and desire to work at both the strategic and tactical levels with proven success at developing integrated omni shopping executions from strategy through execution with a passion for driving profitable growth and commercial thinking
• A strong influencer to lead a diverse group of team members and stakeholder across multiple business areas and geographies
• An openness to continually drive productive change with an ability to see the big picture and think ahead to define new approaches and tackle future challenges
• Ability to present confidently and to deliver presentations that have a strong and compelling narrative
• Omni Shopper-centric orientation with proven track-record of acting and developing on shopper insights
• Comprehensive understanding of the Omnichannel ecosystem and how ecom, web, mobile, social, search & Offline channels work together to optimize behaviour, acquisition and sales
• Excellent analytical skills, a passion for data metrics and the ability to turn analysis into the creation, execution of actionable Omni shopping programs & Occasional campaigns
• Well versed in creating impactful PowerPoint presentations
• Capacity to travel (global travel 5 F2F meetings)
• English fluency, another European or Asian Language of advantage

Join the global family of LEGO

The LEGO® Group is an international family-owned business and collaboration shapes everything we do. A supportive network is a key part of our culture, and is critical to this role. You’ll act as a role model, sharing your knowledge with marketing, sales and external vendors to make sure LEGO® Group brand is brought to life in the most efficient, cost-effective ways.

The LEGO® Group recruits and develops people entirely on merit. If you are confident you have what it takes to succeed in this role – and you share our commitment to creativity, collaboration and quality – use the APPLY NOW button above or below. Please remember to attach your application and a current CV. Or you can send your email to

“LEGO has been an amazing time so far, from the work culture to the people. It is an encouraging environment to thrive and develop in. So many wonderful opportunities here, it just keeps on coming!”