Senior Director, B2B Design Experience

Job Description

This role will bridge brand storytelling with commercial execution to deliver scalable, impactful physical and digital retail solutions that elevate shopper engagement, strengthen brand equity, and drive growth.

You will lead a high-impact team and shape global design principles that ensure consistency, flexibility, and effectiveness across diverse retail environments.

Please note: This role is based in our Copenhagen HUB.

Core Responsibilities:

Set the Strategic Vision

• Define and embed global retail experience principles that connect brand storytelling with shopper needs and commercial realities.
• Translate brand strategy into best-in-class B2B retail experiences across channels and markets.
• Act as a thought leader in shopper experience design, identifying trends and innovation opportunities.

Design for Brand Experience & Innovation

• Design commercially viable retail and on-shelf brand experiences that translate the LEGO brand into compelling physical and online retail environments.
• Develop shopper-centric journeys through design, embedding purchase triggers and behavioural insights into design solutions.
• Develop distinctive and consistent visual design systems that clearly express brand values, drive differentiation, and create emotional connection with shoppers.
• Create differentiated play and engagement design concepts that enhance shopper interaction.

Develop Scalable Solutions

• Deliver scalable in-store, online, and omnichannel solutions which balance brand differentiation with cost-efficiency and operational feasibility.
• Ensure solutions cater to multiple B2B environments, retailer formats, and channel dynamics.

Market Enablement & Toolkit Development

• Equip Business Units with comprehensive merchandising guidelines and toolkits.
• Provide execution frameworks that balance global consistency with local customization.
• Support markets with adaptable solutions for diverse retailer needs.

Drive Commercial Integration & Retailer Engagement

• Develop compelling value propositions and sell-in materials or co-creation processes to secure retailer buy-in on trade marketing-related investments and future solutions.
• Partner closely with commercial teams to align design solutions with business objectives, growth targets, and mutual value creation with retailers.
• Ensure all experience solutions deliver measurable commercial impact and ROI.

Team Leadership

• Lead, inspire, and develop a team of design-led and retail experience professionals to foster a culture of creativity, collaboration, and commercial accountability.

Play your part in our team succeeding
 

The Senior Director, B2B Design Experience is pivotal in transforming our brand's presence across global B2B retail environments. By connecting brand storytelling with shopper insights and commercial execution, this role enhances in-store visibility and fosters deeper emotional engagement with kids and shoppers, ultimately boosting conversion rates. Through scalable, insight-driven design solutions and compelling retailer propositions, the role accelerates market adoption, strengthens retailer partnerships, and directly contributes to sustainable revenue growth and brand differentiation across B2B channels.
 

Do you have what it takes

• Proven experience in retail design, shopper marketing, or experience design, ideally within CPG or consumer brand-led environments.
• Strong track record of delivering scalable in-store solutions that drive demonstrable commercial outcomes and clear ROI.
• Experience working across multiple international markets, with an understanding of regional retail nuances and cultural differences.
• Deep understanding of shopper behavior, retail environments, and conversion drivers.
• Familiarity with retail analytics and performance measurement, including test-and-learn frameworks and ROI evaluation of in-store activations.
• Experience managing creative development and production processes on time and within budget.
• Ability to balance creativity with commercial and operational realities and efficiencies.
• Strong stakeholder management and influencing skills, with demonstrated experience in building productive cross-functional relationships and collaborating with local sales and marketing teams.
• Experience leading and developing high-performing teams, with a focus on talent growth and setup optimization.

Very nice if you also bring:

• Experience in omnichannel or digital-physical experience integration (e.g., connected retail, phygital experiences).
• Knowledge of emerging retail technologies (e.g., AR/VR, digital signage ecosystems, smart fixtures).
• Exposure to category management or retail strategy, with an understanding of shelf dynamics and space optimization.
• Experience collaborating with or within global agency networks and complex vendor ecosystems.

#LI-SG2

#LI-Hybrid

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.