Marketing Director, LEGOLAND Parks and Experiences

About the Role

The LEGO Group seeks a visionary Marketing Director to lead the global marketing strategy for LEGOLAND parks, which welcome over 13 million guests annually. This pivotal position is responsible for crafting and delivering innovative, immersive experiences that bring the LEGO brand to life for families with children aged 2 to 12. As a key contributor, you will champion marketing innovation and brand integration across multiple platforms to enhance the FUN and PLAY experience worldwide.

Key Responsibilities

• Design and implement a cohesive marketing strategy aligning brand and commercial goals across The LEGO Group and Merlin Entertainments.
• Lead marketing innovation initiatives and promote ecosystem integration to maximize marketing impact and efficiency.
• Develop global go-to-market strategies and activation plans synchronized with LEGO’s overarching priorities and Merlin Entertainments’ objectives.
• Provide informal leadership to marketing team members by managing priorities, tasks, and work methodologies.
• Ensure uniform and connected brand experiences across the LEGO and LEGOLAND brands.
• Manage the integration of major franchises, target audiences, and passion points, ensuring consistent representation in LEGOLAND parks.
• Serve as the primary liaison between global, regional, and local Merlin marketing teams, supporting their integrated marketing efforts across owned, earned, shared, and paid media channels.
• Advocate for Merlin Entertainments within the wider LEGO organization and global marketing teams to maximize the synergy between parks, discovery centers, and the broader LEGO ecosystem.

About Our Team

The LEGOLAND Parks and Experience team operates within the LEGO Holding division and furthers LEGO’s mission to inspire and nurture the builders of tomorrow. This team manages the strategic alliance between The LEGO Group and Merlin Entertainments to develop synergistic and consistent experiences throughout LEGOLAND parks globally. Merlin Entertainments is the world’s second largest theme park operator, managing over 11 LEGOLAND parks, 15 LEGOLAND hotels and villages, and 4 LEGOLAND water parks with an annual attendance exceeding 13 million guests.

Candidate Profile

• Proven expertise in managing major global brands or intellectual properties.
• Excellent strategic marketing and brand development skills with a successful history of devising and executing brand and communication initiatives.
• Experience operating within global organizations and across diverse international markets and cultures.
• Strong proficiency in digital marketing and technologies.
• Deep understanding of the location-based entertainment industry.
• Fluent in English with excellent interpersonal and communication skills.
• Collaborative nature able to navigate complex networks and cultural differences effectively.
• High integrity, strong teamwork, and the capacity to work independently and deliver results autonomously.

Additional Information

Applications are reviewed continuously and may be amended or withdrawn at the company’s discretion without prior notice. Interested candidates are encouraged to apply promptly.

Employee Benefits

• Enhanced paid family care leave for significant life events.
• Life and disability insurance coverage for all employees ensuring security and peace of mind.
• Comprehensive wellbeing resources focusing on physical and mental health, community building, and creativity inspiration.
• Generous colleague discount from the first day of employment.
• Eligibility for performance-based bonuses upon goal achievement.
• Hybrid working policy averaging three days per week onsite at a designated workplace location, tailored by role requirements and discussed during recruitment.

Diversity and Inclusion

The LEGO Group is dedicated to fostering an inclusive and diverse workplace where everyone feels safe, respected, and empowered to belong. Equal employment opportunities and pay equity are actively pursued. Candidates from all backgrounds, including but not limited to various identities, races, nationalities, and abilities, are highly encouraged to apply.

Child Safeguarding

Given the role’s engagement with children’s experiences, successful candidates must undergo Child Safeguarding Background Screening as a condition of employment, reinforcing our global commitment to children’s rights and wellbeing.

Join Us

Imagine shaping your ideal career within a globally admired brand. Take the next step and become part of the LEGO® team today.