Job Description
This is a unique opportunity to shape the future of LEGO League.
Lead the strategy, business, end-to-end development, and global execution of the newly established LEGO League business area – ensuring a successful launch and sustained business of LEGO League leading to a scalable, high-impact global STEM learning and event platform that drives revenue, reach, engagement, and brand impact.
LEGO League is a global learning and competition platform that inspires millions of children to solve real-world challenges through STEM, empowering children through hands-on learning today while building the future global pathway for innovation, creativity, and lifelong confidence.
Note: This is a director position (people leader). Relocation support can be provided.
Core Responsibilities
Program Strategy & Vision
Define and continuously evolve the LEGO League program vision aligned with LEGO Education and the LEGO Group’s strategic priorities.
Position LEGO League as LEGO Education’s flagship global showcase for hands-on STEM learning, brand impact, and community engagement.
Translate high-level strategy and ambition into clear business, marketing, and activation objectives with an integrated global roadmap.
Marketing & Go-To-Market Leadership
Own the global marketing activation strategy for LEGO League, working with a dedicated team to ensure the program is leveraged as a distinctive showcase for LEGO Education across campaigns, channels, events, PR, social, and partner touchpoints. Orchestrate integrated activation planning across LEGO Education global and regional teams as well as the wider LEGO Group.
Define annual activation moments, storytelling priorities, launch narratives, audience journeys, and content needs connected to each LEGO League season.
Ensure marketing activation translates the game, learning experience, and event ecosystem into clear global messaging that strengthens LEGO Education’s reach, engagement, and brand impact.
Governance & Leadership Enablement
Establish and run program governance.
Ensure clear roles, responsibilities, and matrix ownership across product experience, marketing activation, events, and go to market.
Prepare executive-level materials and decision frameworks for leadership forums.
Cross-Functional Orchestration
Align and coordinate across: Product Experience (game development, sets, and learning content ownership), Marketing & Brand, Communications, PR, social, and owned / earned channel teams, Partnerships (FIRST transition and strategic partner framework), Commercial & GTM (resellers, schools, retail pathways).
Ensure all stakeholders deliver inputs on time and aligned to program and activation milestones.
Drive integration of LEGO League into the wider LEGO marketing programs leveraging the brand ecosystem and ensuring the platform delivers meaningful value to the LEGO brand and business.
Program Execution & Delivery
Own integrated global timelines for: Annual seasons, Global marketing activation, Partner onboarding and readiness framework, Event rollout and ecosystem activation.
With a cross functional team, ensure successful delivery of:
Game experience, rules, storylines, and learning objectives developed by the LEGO Education product experience team.
Marketing activation that makes the game, learning experience, and event ecosystem visible and compelling globally.
Event experience through partners / non-profit model.
Operating Model & Ecosystem Development
Anchor and govern the future LEGO League operating model.
Provide the global framework, tools, and governance for in-market partnerships.
Build and sustain critical relationships with strategic external partners where global alignment is required and internal stakeholders across the LEGO Group ecosystem.
Performance Management & Impact Tracking
Define and track success metrics: reach (students, teams, schools), engagement and experience quality, brand impact, share of voice, campaign engagement, and ecosystem contribution.
Monitor program and marketing activation performance and drive continuous improvement. Lead KPI tracking and reporting to leadership.
Play your part in our team succeeding
This role will own and position the LEGO League business strategy and lifecycle as a flagship LEGO Education platform and orchestrate its end-to-end marketing activation globally.
Reporting to the Head of Global Marketing (LEGO Education) and working across a highly matrixed organization, you will connect vision with execution, align diverse stakeholders and ensure LEGO League continues to inspire educators, students and communities around the world.
Do you have what it takes?
Leadership & Strategy
Strong ability to connect vision, execution and impact.
Experience leading complex, global, multi-stakeholder programs.
General Manager experience translating strategy to a successful business result, reach and impact.
Program & Operational Excellence
Expertise in large-scale program delivery, governance, and cross-functional operating models.
Strong planning, coordination, and execution discipline across product, marketing, events, and market teams.
Ability to orchestrate integrated marketing activation at global scale while maintaining clear roles and responsibilities with product experience and market execution teams.
Ecosystem & Stakeholder Management
Ability to influence across organizational boundaries and align senior stakeholders around shared decisions.
Skilled in managing internal and external partnerships at framework level, while enabling regional teams to execute in-market.
Strong ability to connect with senior stakeholders across the wider LEGO Group to ensure strong synergies across strategy and marketing programs.
Commercial & Impact Understanding
Preferred: understanding of hybrid models (commercial + non-profit).
Ability to balance education impact, brand value, and business performance.
#LI-NS2
#LEGOEducation
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.
Skills Required
- Director-level people leadership experience
- Experience leading complex, global, multi-stakeholder programs
- General Manager experience translating strategy into business results
- Expertise in large-scale program delivery, governance, and operating models
- Experience orchestrating integrated global marketing activation and go-to-market
- Strong planning, coordination, execution discipline across product, marketing, events, and market teams
- Ability to manage and influence internal and external partnerships and senior stakeholders
- Ability to define and track KPIs, performance management and reporting to leadership
- Preferred: understanding of hybrid commercial + non-profit models
- Willingness to complete Child Safeguarding Background Screening where role requires high engagement with children
The LEGO Group Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about The LEGO Group and has not been reviewed or approved by The LEGO Group.
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Fair & Transparent Compensation — Pay is generally positioned as competitive across many roles and markets, with benchmarking against local markets and an expressed commitment to equal pay. Total compensation is often framed as stronger when considering the full package rather than base salary alone.
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Parental & Family Support — Paid parental leave is described as notably expansive, with substantial fully paid time for primary and secondary caregivers and additional paid caregiver leave. Leave is also described as continuing to accrue other rewards such as vacation and bonus eligibility during the leave period.
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Wellbeing & Lifestyle Benefits — Benefits are described as extending beyond core insurance into mental health and wellbeing support, including assistance programs, mindfulness resources, ergonomic setups, and fitness-related offerings. Brand-specific lifestyle perks such as sizable product discounts are highlighted as a meaningful part of the overall rewards experience.
The LEGO Group Insights
What We Do
We are the LEGO Group, the company behind the world’s most loved LEGO® bricks. Our brand name derived from the two Danish words Leg Godt, which mean “Play Well”. We’ve been sparking imaginations and inspiring the builders of tomorrow since 1932. This is our mission and what motivates our colleagues around the world every day. Today, we remain proudly family-owned with headquarters in Billund, Denmark. We have regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore, as well as 7 manufacturing facilities around the world. These places are home to 28,000+ colleagues in everything from design and engineering to digital technology and marketing. Together we learn, imagine and build – creating play experiences that are sold in over 130 countries worldwide. A purposeful and responsible global brand where creativity helps to inspire builders all around the world. Just imagine being part of that!
