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The LEGO Group Head of Membership Expansion & Partnerships in London, United Kingdom

Head of Membership Expansion & Partnerships

  • Location

  • Billund, Denmark

  • London, United Kingdom

  • Job ID 0000012943

  • Category Sales, Marketing & Product Management

Job Description

Join us for an exciting career as “Head of Membership Expansion & Partnerships” as part of the newly established Membership & personalization team within LEGO® Market & Channels Global Marketing.

Bring your passion for Membership & Personalization to build direct and long lasting relationships with consumers and shoppers and help us inspire more builders of tomorrow!

Please expect delay in this recruitment process due to holiday season.

Core Responsibilities

  • Accountable for leading & developing the LEGO® membership expansion and strategic partnership framework, plan and roadmap, to support achieving membership acquisition targets and return on investment.

  • Develop and implement the strategies to reach new members across all LEGO branded channels (including LEGO certified stores) and across key strategic retail partners

  • Define the operating model, processes, organizational impact and ways of working for expanding LEGO® membership across branded and non-branded channels

  • Lead the strategic partnership development framework for LEGO® membership, to negotiate and establish with external partners to enhance the membership offering and to reach new audiences

  • Lead the cross functional exploration and development of new revenue and growth strategies, including paid opportunities, strategic partnerships and membership coalitions.

  • development on the LEGO® membership structure and model to define access options including paid, tiered and others, to reach new audiences, increase commercial viability and value creation for members

  • Lead the engagement for LEGO® membership expansion, to secure commitment and prioritization across multiple business units

  • Partner with other key skilled teams within M&C (Markets & Channels), PMD (Product Marketing Development) and Digital to ensure aligned priorities and plans for LEGO® membership expansion and partnerships.

  • Set and track LEGO® membership expansion and reporting.

Play your part in our team succeeding

M&C Marketing aims to develop and deploy essential capabilities, ensuring success in our 2025 corporate plan worldwide.

This position will be responsible for leading a cross functional team of experts across multiple business units, for expanding LEGO® membership, developing key strategic partnerships and exploring new membership revenue opportunities. Helping to reach many more LEGO members and contribute towards improving Client Life Value.

Do you have what it takes?

  • 8-10 years senior experience of leading best in class membership/loyalty expansion strategies and execution

  • Experience of negotiating and securing strategic partnerships and coalitions that enhance membership propositions and deliver commercial results

  • Experience with managing and driving cross-functional strategic projects customer proposition, customer experiences and offerings

  • Proven skill in navigating and mobilizing diverse support across a global organization, including collaboration with product and tech teams.

  • Exceptional communication skills with senior collaborators, proficient at delivering concise and impactful recommendations based on solid foundation.

  • Experience working in a global multi-cultural manufacturing company with a complex channel mix (D2C and B2B)

  • Solid understanding and passion for the Toy Category is a benefit

  • As a person you are positive teammate, whilst also able to work independently, and setting clear direction; you have an inherent drive and excels at partner management and influencing collaborators.

Please note: This is a permanent position based in either our new vibrant Campus in Billund, DK or London, UK. Our flexible working model allows employees to work 2 days/week from home (3 days in the office). Relocation support is not offered for this role.


What’s in it for you?

Here are some of what to 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.

  • Wellness – We want you to be your best self, so you'll have access to the Headspace App and lots of wellbeing initiatives and programmes run by local teams where you are based.

  • 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 –When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

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 proud to be an equal opportunity employer. We are committed to equal employment opportunity and equal pay regardless of e.g. race, colour, religion, sex, national origin, sexual orientation, disability or gender identity.

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.