Vice President - General Manager, Canada

Role overview

The LEGO Group is looking for a commercially strong General Manager to lead its Canadian business. This senior leadership role is responsible for setting the direction of the market, translating strategy into execution, and guiding both commercial outcomes and operational delivery across Canada. The position offers the chance to influence the future of the brand in the country by accelerating growth, improving consumer and customer engagement, and leading a high-performing team.

Key responsibilities

• Define the strategic agenda for Canada and convert it into practical sales, marketing, and execution plans.
• Deliver local financial commitments, including revenue, cost control, and profit performance, while also improving colleague and customer satisfaction.
• Drive profitable expansion by building strong relationships with customers, intellectual property partners, agencies, and other important external contacts.
• Champion the digital transformation of the consumer journey and support the growth of eCommerce.
• Oversee operational delivery for the Canadian business and contribute to strategic initiatives and task forces at the Americas or global level.
• Lead the People and Culture agenda, with focus on succession planning, capability development, inclusion, and overall team growth.
• Encourage innovation by using experience and data-based insights to challenge, test, learn, and scale ideas effectively.
• Lead a team of approximately 40 commercial colleagues.
• Work with the Americas leadership group on the LEGO brand’s business-to-business priorities, as well as marketing and operations across Canada.
• Contribute to the development of the three-year strategic plan and take ownership of market-wide transformation efforts and business performance.

Candidate profile

The ideal candidate brings proven general management experience, including ownership of P&L and a strong record of commercial delivery. Experience in consumer products, lifestyle, FMCG, fashion, or customer-facing eCommerce is highly relevant. The role also calls for a leader who has operated successfully in a global environment and can influence effectively within a matrixed organization.

You should be an inspiring and energetic leader with a growth mindset, authenticity, self-awareness, and adaptability. Strong stakeholder management is essential, especially when working with agencies, IP partners, distributors, specialist retailers, and eCommerce players. A solid understanding of digital transformation and how it affects shoppers, consumers, and customers is also important.

Compensation and benefits

The annual base salary range for this role is CAD 281,356 to CAD 422,034, depending on responsibilities, market positioning, and organizational structure. Final pay will also take into account prior experience, skills, expertise, location, internal equity, and other legally permitted factors.

A bonus plan with a target bonus of 30% of annual base salary applies to this role. A standard benefits package is also offered, and complete remuneration details will be shared when the employment offer is finalized.

Employee benefits include enhanced family care leave, life and disability insurance, wellbeing resources and support, colleague discount from day one, and eligibility for a bonus scheme when goals are met.

Workplace arrangement

This position is tied to a primary workplace location, such as an office, store, or factory. The company follows a hybrid model with an average of three days per week in the office. The recruitment team will explain the policy and confirm role eligibility during the hiring process.

Additional information

Applications are assessed continuously, and the employer may amend or withdraw the role at any time, including before any stated closing date. Interested candidates are encouraged to apply promptly.

The organization is committed to creating a diverse, inclusive, and respectful workplace. Equal opportunity and equal pay are supported for applicants from all backgrounds, including sex, gender identity or expression, race or ethnicity, national origin, sexual orientation, disability, age, and religion.

Because the company has a strong commitment to children’s rights and child wellbeing, candidates for roles with significant interaction with children may need to complete child safeguarding background screening as a condition of employment.

The company also emphasizes a culture of play, creativity, curiosity, and imagination, with the aim that everyone feels safe, valued, and included.