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the LEGO Group · 2 hours ago

Senior Brand Manager

Boston, MA

Full-time

Hybrid

Senior Level

$135K/yr - $202K/yr

5+ years exp

The LEGO Group is seeking a Senior Brand Manager to make a significant impact in the world of brand marketing. This role involves shaping U.S. market strategies and driving growth through innovative marketing initiatives while collaborating with global teams to develop effective communication strategies.

Consumer GoodsEducationEnterprise SoftwareToys

Comp. & Benefits

Responsibilities

Collaborate with Global Marketing Teams & OLA to develop communication strategies and platforms that will enable Brand Teams to implement integrated marketing plans to drive brand equity, build active share (penetration) and re-activation (repeat purchase) for the U.S. Business Unit

Lead the strategic direction of the Brand Audience 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 (M&C) marketing, Global Product Development and Business Unit Customer Teams to deliver integrated, comprehensive activation plans across marketing channels and platforms

Manage partnership relationships (internal/HGIP and external/eIP/Gaming) as designated brand responsibilities require (QBRs and Brand Updates)

Influence and collaborate with Global Product Development to develop audience portfolios to meet the growth ambitions of the U.S. Business Unit

Develop Go-To-Market Plans for new-to-world 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 and initiate corrective actions where necessary

Establish Measurement & Evaluation plans; provide feedback to Global and M&C 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

Qualification

Brand MarketingAnalytical SkillsIntegrated MarketingMicrosoft OfficeDigital MarketingRelationship BuildingPresentation SkillsNegotiation Skills

Required

Extensive experience in Brand Marketing, ideally inclusive of experience in CPG, entertainment, or technology marketing; agency experience a plus

Advanced analytical skills and record of identifying and capitalizing on commercial opportunities to drive brand growth and health

Proven success in driving meaningful innovation based on business needs. Consistently seeks new ideas and new approaches not shying away to take educated risks

Effective relationship builder and negotiator who can collaborate across functions and business units in a matrixed organization

Proven success driving strong retail partner relationships, crafting plans and delivering marketing programs to build joint commercial value with larger retailers

Demonstration of 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

Strong 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

Domestic travel required, pending any COVID-19 travel restrictions

Preferred

Previous experience effectively marketing to multicultural or underserved audiences preferred

Additional experience in digital marketing, trade marketing, public relations, or key account management a plus!

Benefits

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 you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programs run by local teams where you are based

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