Influencer Marketing Manager (m/f/d)

Job Overview

Envision transforming social stories into passionate LEGO® fan moments and bringing this vision to life. As the Influencer Marketing Manager, you will lead the influencer and creator marketing strategy for the LEGO brand across Germany, Austria, and Switzerland, operating within our Europe Central (EUC) Marketing division based in Grasbrunn, Munich. This fixed-term role extends until December 2027 and operates on a hybrid work schedule with three days onsite and up to two days remote weekly. Note that relocation assistance is not provided.

Key Duties

• Drive growth in the EUC markets (Germany, Austria, Switzerland) by executing insight-driven earned-first influencer campaigns that spark meaningful creator conversations, reinforcing LEGO's brand values and inspiring brand desire.
• Own the creator marketing strategy for the EUC region, managing everything from annual planning and budgeting to executing campaigns, overseeing content approvals, conducting post-campaign evaluations, and translating performance data into valuable insights.
• Align global and regional communication approaches to market-specific needs, ensuring relevant consumer-targeted content.
• Integrate influencer strategies with local integrated marketing plans, including go-to-market rollouts.
• Manage local agencies and talent partners, guaranteeing quality, cost efficiency, brand alignment, and impactful results supportive of LEGO Group business goals in EUC markets.
• Collaborate across teams including PR, events, social media, brand management, sales, and regional/global functions to incorporate local priorities into global earned and creator campaigns, optimizing ROI.
• Lead all aspects of campaign execution including briefings, negotiations, contracts, content approvals, usage rights, and ongoing community management with creators and key talents.

About the Team

The EUC Earned Communications team encompasses PR, communications, events, influencer, and fan engagement functions responsible for leading earned media activations in European Central markets. As part of this team, you will spearhead best-in-class influencer campaigns that elevate brand awareness and drive conversion.

Desired Skills and Experience

• Demonstrated professional experience in influencer and creator marketing, with proven success in impactful creator-driven campaigns and full-funnel marketing.
• Established connections within the DACH region's creator, talent management, and agency communities.
• Advanced familiarity with platforms such as TikTok, Instagram, and YouTube, along with hands-on experience using influence marketing tools like CreatorIQ or Kolsquare.
• Strong negotiation skills and relationship building, earning trust and enthusiasm from creators.
• Project and KPI management expertise, accompanied by experience managing agencies and budgets effectively.
• Analytical aptitude, equally comfortable interpreting reports and participating in creative content shoots.
• Solid understanding of German influencer marketing legal frameworks and contract essentials.
• Bonus skills include event management and paid media campaign amplification.
• Excellent collaboration skills working cross-functionally and with external agencies.
• Fluency in English required to coordinate global efforts.

Additional Information

Applications are reviewed continuously and the employer reserves the right to modify or withdraw the role at any time. The role supports balance through hybrid working and includes enhanced family care leave, life and disability insurance, wellbeing resources, and a generous employee discount. Bonuses are aligned with achieving goals.

The LEGO Group fosters a diverse and inclusive culture promoting safety, belonging, and equality, committed to children’s rights and wellbeing worldwide. Selected candidates in positions with high child engagement will undergo background screening as a condition of employment.

Join Us

Build your career at LEGO® and bring your ideas to life working in a company inspired by children's creativity around the globe.