Senior Director, Global Head of B2B Branded Channels

Role overview

This leadership position is focused on strengthening and scaling partner-led franchise stores across the LEGO Group’s global business. The role suits someone who enjoys complex challenges, international travel, and shaping certified retail operations across multiple markets.

What you will lead

You will oversee the full commercial and operational value chain for B2B Branded Channels, including LEGO Certified Stores, locations within the Merlin estate, and Travel Retail. The goal is to drive commercial performance, long-term growth, and operational excellence while building a consistent global partnering model.

• Build and govern a strong commercial model that supports sustainable growth, brand consistency, and effective partner management.
• Drive expansion of B2B Branded Channels across international markets to create a scalable and reliable store network.
• Promote retail excellence by ensuring the global operating model is implemented and delivers strong store performance.
• Deliver product and sales training that improves team capability and commercial results.
• Work closely with regional and local stakeholders as a strategic business partner.
• Protect and maintain brand standards across more than 900 stores while adapting to local market needs.
• Develop productive relationships with more than 60 partners to create mutual value and shared outcomes.
• Manage and inspire a team of 15 people, including leaders, while also guiding a wider global community of B2B Branded Channels professionals.

Team context

You will be part of the Global Commercial Development Leadership team. The channel is described as increasingly brand-led, more mature, and driven by data, with a team that is ambitious, resilient, and highly motivated.

What you need to bring

• Substantial experience building partner-led retail frameworks or franchise management models within a consumer or lifestyle brand.
• A strong record of transforming and professionalising a business or channel.
• Proven ability to lead, motivate, and develop teams.
• Confidence in making clear decisions and simplifying complexity.
• Hands-on experience working with external partners or franchise networks and delivering results while preserving relationships.
• Commercial judgment across partner management, franchise structures, shopper experience, operating levers, and store performance.
• Success in influencing senior stakeholders within matrixed organisations.
• Excellent communication and relationship-building skills, including the ability to influence without formal authority and work through ambiguity.

Location and hiring note

This role may be based in Copenhagen or Singapore, as these are the LEGO Group’s global hub locations for the position. Applications are reviewed continuously, and the company may modify or withdraw the role at any time, including before the advertised closing date, so early application is encouraged.

What the company offers

Employees can expect enhanced family care leave, life and disability insurance, wellbeing support, a colleague discount from day one, and a bonus scheme for eligible employees when business goals are met. The workplace policy assigns a primary office, store, or factory location, and the hybrid arrangement typically involves an average of three days per week in the office, subject to role eligibility and discussion during recruitment.

Culture and inclusion

The LEGO Group says it is committed to creating a diverse, dynamic, and inclusive culture, supported by equal opportunity and equal pay principles. It also states a global commitment to children’s rights and child wellbeing. For positions with significant interaction with children, child safeguarding background screening is required as a condition of offer.

Additional information

Children are described as the organisation’s role models, and their curiosity, creativity, and imagination are said to inspire the company’s work. The role invitation closes with a call to join the LEGO team and build a dream career.