Head of Franchise LEGO® CITY – Senior Director

Job Description

Just imagine shaping the next chapter of LEGO® City play. Then make it real!

Based in Billund with relocation support available, the Head of Franchise LEGO CITY - Senior Director role leads franchise strategy, portfolio choices, go-to-market planning and team leadership for one of our most loved home-grown play themes!

Play your part in our team succeeding

The Head of Franchise LEGO CITY leads one of the most iconic product lines for kids at the LEGO Group, with huge impact in how many kids we touch every year. It is one of our home-grown brands and a “crown jewel” with a lot of visibility and commercial impact across the company.

Core Responsibilities

• Shape franchise strategy across positioning, portfolio, go-to-market planning and growth choices for LEGO City.

• Build LEGO City brand and business through its positioning, products, experiences and campaigns with agency, content and Masterbrand colleagues.

• Lead go-to-market plans across touchpoints, aligning franchise marketing with Markets and Channels teams.

• Define portfolio priorities with Design Creative partners, balancing play value, innovation and business needs.

• Develop team capability, coaching franchise marketers and creating room to speak up, test and learn.

Do you have what it takes?

• Extensive experience in high-profile marketing roles, preferably across consumer products or family entertainment.

• Thrives turning consumer and business insights into clear strategy, compelling storytelling and focused action.

• Excels balancing brand building, commercial thinking and product development.

• Collaborative leadership style, with confidence navigating interconnected matrix settings.

• Curious, confident and focused, with the ability to manage pressure and balance multiple priorities.

Bonus points for

• Proven experience building great brands connected with a strong commercial drive

• Experience with innovation and product development.

Build your career brick by brick at the LEGO Group

“As Head of Franchise for LEGO City, you have the unique chance to lead one of our most iconic home brands, with a broad scope that goes from identifying strategic growth opportunities to developing portfolio and marketing strategies that brings our value proposition "Your City No Limits" to life!”

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.