Head of Franchise – LEGO® Head of Franchise - LEGO Art & LEGO Botanicals

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• Management Level

Senior Director

• Job ID:

0000035257

• Category

Sales, Marketing & Product Management

• Location

Billund, Denmark

Job Description

Just imagine shaping the future of LEGO® Art and LEGO Botanicals as leading adult lifestyle brands while unlocking new opportunities across the world of design and décor. Then make it real.

About the role

As our Head of Franchise - LEGO Art & LEGO Botanicals, you'll define the long-term growth strategy for two of the LEGO Group's most distinctive adult-focused businesses while helping explore the broader décor territory. You'll lead portfolio and marketing strategy, guide franchise performance, and create innovative ways for adult consumers to engage with LEGO products as a creative medium for self-expression. You'll also provide direct leadership to a team of global marketeers while setting direction across cross-functional franchise teams to deliver commercial and brand objectives.

Required Qualifications

• Developed and executed long-term business, portfolio, and franchise growth strategies with measurable commercial impact.
• Led global product portfolio and marketing strategies within consumer-facing brands.
• Built brand, portfolio, or marketing strategies within global consumer brands serving adult audiences across lifestyle, design, fashion, home décor, or adjacent categories.
• Elevated brand perception through breakthrough positioning, audience engagement, and innovative marketing initiatives.
• Redefined campaign development and/or Go-to-Market approaches that generated internal alignment and external market traction.
• Translated consumer and cultural insights into growth opportunities, innovation pipelines, and business growth.

Preferred Qualifications

• Led marketing activations connected to major global events or cultural moments.
• Managed relationships with IP partners, artists, influencers, celebrities, or strategic brand collaborators.
• Built successful marketing strategies for adult and/or female consumer audiences.

What you'll build

• A long-term growth agenda for LEGO Botanicals, LEGO Art, and future opportunities across the décor category.
• Portfolio and marketing strategies that increase the LEGO brand's relevance in adult lifestyle spaces.
• Innovative Go-to-Market approaches that strengthen consumer engagement and cultural impact.
• Greater alignment across franchises to unlock performance and accelerate growth.
• New ways for adults to experience LEGO products within their homes and everyday lives.

If you've worked in a role where you transformed brands, shaped category growth, or created breakthrough marketing strategies for adult consumer businesses, you'll feel at home here. What matters most is your ability to combine strategic thinking, commercial acumen, consumer understanding, and creative leadership to deliver meaningful results.

Life on the team

You'll be part of the Adult Consumer Group leadership team within Product and Marketing Development. Together, the team drives business performance, portfolio direction, and consumer growth strategies for adults. You'll work closely with fellow franchise leaders to build capability, develop talent, and shape the next phase of growth. The team values curiosity about culture, a genuine interest in consumers and their passions, strong storytelling, and the ability to balance data, insight, and creativity when making decisions.

What success looks like

Success means establishing LEGO Art and LEGO Botanicals as defining brands within adult lifestyle and décor spaces while identifying new opportunities for future expansion. You'll help the LEGO Group continue extending its presence beyond the playroom and into people's homes and creative lives. Working closely with marketing, product, design, and commercial partners, you'll translate long-term vision into sustained business growth and brand impact.

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.

Your workplace: Your workplace will be the office, store or factory specified in this advert.

Hybrid Working: Our hybrid work model, Best of Both offers you the option of flexibility to work from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.

Learn more about our benefits, culture and workplace experience here

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.