Job Description
Can you shape how the LEGO® brand becomes a place where gamers feel seen, inspired and ready to play? As Senior Manager, Portfolio & Marketing Strategy, Gaming Passion, based in Billund, you will build cross-gaming portfolio and go-to-market plans across products, channels and audiences. Build the bridge between bricks and gaming culture!
Core Responsibilities
As Senior Manager, Portfolio & Marketing Strategy, Gaming Passion, you will lead cross-franchise go-to-market projects in close collaboration with the Portfolio & Marketing Strategy Director, the GAME team, IP leads and wider LEGO® colleagues.
Build strategies and plans to grow the gaming category across audiences, touchpoints and internal teams, including GAME, Global Insights and Licensing & Extended line business.
Shape the Gaming portfolio strategy, connecting brick-built products and digital experiences into clear cross-franchise growth plans.
Lead global go-to-market and communication campaigns, from brief to playbook, toolbox development and execution across owned, earned, shared and paid channels.
Partner with Our LEGO Agency, Regional Brand Leads, LBC, Regions and Markets to translate global plans into local execution.
Coordinate with franchise leads, EPC and IP partners to support aligned communication development across the full process.
Guide co-creation with LEGO owned channels, Social Media and creative partners to strengthen cross-franchise identity and help LEGO become a destination for gamers.
Translate consumer, shopper, quant and qualitative insight into audience strategies, while building positive relationships across seniorities and navigating changing priorities.
Play your part in our team succeeding
As the Sr Marketing Manager for our cross-Gaming projects, you will be part of the Gaming IPs team in LEGO New Businesses.
You will be actively leading the development and execution of our cross-Gaming GTM and building the strategy that will lead to the gaming category development. You will report directly to the Head of Product for Gaming IPs and daily work closely and help manage a fantastic Marketing Manager that will also work with cross-Gaming IPs initiatives.
Please note: This is a position based in Billund, Denmark. Our flexible working model allows employees to work 2 days/week from home (3 days in the office). This position is Senior Manager Specialist level. Relocation support is not offered for this role.
Do you have what it takes?
solid and proven experience in consumer products marketing, ideally with kids, family or play-related products.
Comfortable developing and leading product campaigns, including agency collaboration and social media planning.
Able to shape clear strategic direction and turn audience understanding into focused plans.
Collaborative relationship builder who enjoys co-creating across functions, business areas and partner teams.
Confident working with colleagues at different levels, aligning input and moving shared priorities forward.
Clear presenter and writer who can engage colleagues and senior leaders with concise, compelling messages.
Bonus points for:
Experience from the videogame industry or with gaming communities.
Familiarity with IP partner collaboration and licensed product communication.
Experience working with media agencies, content creators or influencers.
Build your career brick by brick at the LEGO Group.
• Work independently, recognized subject matter expert, able to coach others
• Tasks are independently identified and defined
• Communicate directly with senior management, independently handling conflicts in negotiation
• May manage large projects or processes independently
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
- Proven experience in consumer products marketing, ideally with kids, family or play-related products
- Experience developing and leading product campaigns, including agency collaboration and social media planning
- Ability to shape strategic direction and translate audience understanding into focused plans
- Collaborative relationship builder able to co-create across functions and partner teams
- Confident working with colleagues at different levels and aligning input across stakeholders
- Strong presentation and writing skills to engage colleagues and senior leaders
- Position based in Billund, Denmark; hybrid (average 3 days/week in office); relocation support not offered
- Experience from the videogame industry or with gaming communities
- Familiarity with IP partner collaboration and licensed product communication
- Experience working with media agencies, content creators or influencers
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!
