Job Description
As Senior Director, Global Brand Amplification, you will identify and amplify the moments with the greatest potential to strengthen the LEGO Brand—turning standout campaigns, products, partnerships, and cultural moments into globally scaled brand-building opportunities.
Working across global and local teams, you will build amplification strategies that increase brand strength, cultural significance, and business impact.
We offer a hybrid working model called Best of Both: three days in our Copenhagen or Billund office and up to two days from home.
Core Responsibilities
Build trusted partnerships across Product and Marketing Development (PMD) and Marketing & Communications (M&C), creating strong alignment and unlocking opportunities to amplify the LEGO Brand globally.
Identify high-potential brand engagement opportunities through brand tracking insights, consumer trends, cultural moments, and business priorities to guide strategic investment decisions and strengthen brand equity.
Partner with Product Groups and local Business Units to define compelling amplification strategies, establish meaningful success measures, and drive measurable impact.
Lead the development and execution of breakthrough campaigns when introducing groundbreaking new ideas or crafting entirely new brand moments that capture attention and encourage audiences.
Own the strategy and delivery of key seasonal campaigns, including the Holiday campaign, ensuring a distinctive and cohesive global brand presence during critical commercial moments while deliberately strengthening brand perception.
Shape and continuously evolve the global roadmap for brand heat and campaign activation, using performance insights, market dynamics, and emerging opportunities to drive agile, high-quality execution.
Influence and align senior international and regional collaborators around priorities, investment decisions, and execution plans to improve both business performance and long-term brand strength.
Do you have what it takes?
Proven success leading impactful brand campaigns that drive engagement, cultural relevance, and measurable business results.
Strong experience balancing creative ambition, operational excellence, and executional delivery in complex, fast-paced environments.
Demonstrated ability to identify, develop, and scale brand heat opportunities into meaningful brand-building initiatives.
Strong commercial approach, with experience connecting brand strategy to business growth and consumer impact.
Outstanding collaboration and influencing skills, with the ability to bring together creative, technical, and commercial collaborators around a shared vision.
Experience partnering with local markets to co-create strategies, unlock growth opportunities, and deliver campaigns that resonate with diverse audiences.
Strategic thinker capable of balancing long-term brand building alongside immediate opportunities for impact and relevance.
Exceptional communication and relationship-building skills, fostering an inclusive, collaborative, and high-performing team environment.
Strong creative judgment and experience working with agencies, in-house creative teams, or integrated marketing organisations.
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 success leading impactful brand campaigns
- Strong experience in complex, fast-paced environments
- Ability to identify and develop brand heat opportunities
- Experience connecting brand strategy to business growth
- Collaboration and influencing skills with diverse stakeholders
- Experience partnering with local markets for strategies
- Strategic thinking for brand building
- Exceptional communication and relationship-building skills
- Creative judgment with agency and marketing experience
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!
