Job Description
Join the Canadian business unit as part of the Americas market group! The overall focus of this role is to accelerate commercial growth across B2B and D2C channels via recruiting kids, shopper and adults, improving the brand understanding, and enhancing our footprint across physical & online retail channels.
Core Responsibilities
Digital Consumer Experience
Be the subject matter expert for digital consumer experience (CX) to develop highly effective omnichannel strategies for consumers and shoppers
Optimize the Canadian social media strategy and implement on key platforms, including Instagram, YouTube and TikTok
Proactively collaborate with global Digital Consumer Experience team to improve LEGO® brand presence on owned digital platforms like LEGO.ca, LEGO apps, and LEGO Magazine
Further develop the LEGO membership and personalization strategy to improve 1:1 brand experience in Canada
Optimize paid search strategy and execution in local market
Monitor and address consumer digital trends and the category (incl. competitors, AI), develop mid- and long-term actions on the ways to address target audience(s).
Digital asset management for brand and trade initiatives
Lead as digital experience point-of-contact within Canadian team, developing a test & learn agenda.
Digital Shopper Marketing
Strategically manage, implement, and optimize retail media campaigns (e.g., sponsored products, display ads, and video) across retailer platforms to drive measurable increases in product visibility, sales, and return on ad spend (ROAS).
Manage and scale performance across shoppable media channels by optimizing content linking, product feed accuracy, and audience targeting to convert engaged users directly into customers.
Stay ahead of retail trends both inside and outside the toy industry to bring innovative ideas to the table.
Do your part in our team succeeding
A successful digital experience lead combines strategic vision with practical execution. This role orchestrates the digital consumer experience (CX) to build highly effective omnichannel plans for consumers and shoppers.
This role is part of the BU marketing organization which includes; Brand Marketing, Digital Marketing, Trade Marketing, Brand relations, Performance & Planning – all reporting to the Head of Marketing for the BU. The team is highly collaborative, dynamic and energetic, living the values and behaviors of the LEGO Group.
Do you have what it takes?
Proven experience in branding and marketing, with the ambition and experience to think ‘big’ and execute world-class campaigns. Preferable experience in the branded goods industry or categories including but not limited to Apparel & Fashion, Retail, Luxury, CPG, and Sports.
Strong strategic, digital CX and well-rounded end-to-end thinking – ability of translating global/regional strategy into local priorities for Digital Marketing with a commercial mentality.
Drive for results – championing effectiveness and data centricity, bravery to test hypothesis, live a constantly learning approach, strong analytical and evaluation skills and ability to turn findings into action.
Future thinking – be focused on trends with the ability to translate trends into pilots and scale them, outside in perspective, ability to think ahead and test and learn with new opportunities and local partners.
Strong ownership & Can-do attitude and the ability to set one’s own agenda
Strong collaborator and able to work across various internal functions and external partners to influence key decisions.
Excellent communication and presentation skills
Track record of designing and rolling out innovative projects in the area of Digital Marketing is a strong plus.
Relocation
There is no relocation budget for this role.
Hybrid working model
Our workplace enables our LEGO® colleagues to be and do their best at work. Introducing a flexible way of working is a great example of how we live up to our ambition. This 3 day in the office hybrid model will exemplify our People Promise by embracing the different life situations of our colleagues.
Typically responsible for one segment or themeline at Regional level or in small to median size market.
• Work independently with advanced knowledge, tasks are assigned with limited or no explanation
• Handle conflicts in negotiation with some guidance
• May manage ad-hoc projects or processes with support from senior colleagues
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.
Top Skills
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!
