Senior Director, Global Brand Planning and Strategy
LEGOJob Description
This is a senior global leadership role with end-to-end accountability for crafting brand strategy and long-term planning. You will define the strategic framework that shapes how the brand is positioned, activated, and experienced across markets, channels, and touchpoints, ensuring strong alignment between insight, execution, and business priorities!
We offer a hybrid working model called Best of Both: three days in our Copenhagen or Billund office and up to two days from home.
Core Responsibilities
Own the development and execution of comprehensive brand vision and extended planning to support overall business goals and drive global brand strength growth
Define and evolve the brand strategy framework, ensuring consistency across all campaigns
Translate market trends, competitive insights, and consumer data into strategic recommendations and actionable plans.
Set strategic priorities for creative, and communications planning, collaborating with internal teams and our in-house creative agency
Lead, mentor, and grow a high-performing team of strategists and planners; develop a culture of innovation, curiosity, performance, and collaboration.
Partner with senior business leaders to build strategic recommendations, support decision-making, and advocate for brand priorities at the executive level.
Define benchmarks and reporting standards for measuring strategy impact and ongoing optimization.
Lead or support strategic workshops, brainstorms, and presentations with internal collaborators and clients.
Champion brand integrity and strategic alignment across product launches, campaigns, and integrated marketing efforts.
Do you have what it takes?
Confirmed experience in brand strategy, marketing strategy, planning for growth, or related leadership roles in consumer, agency, or global brand environments.
Proven track record building and scaling strategic branding and planning frameworks that drive measurable business outcomes.
Experience leading and developing high-performing strategy teams and cross-functional partners.
Strong understanding of market, competitive, and consumer insights — and ability to translate them into strategic direction.
Demonstrated excellence in critical thinking, communication, and executive presentation skills.
Deep knowledge of brand positioning, media strategy, and integrated marketing planning.
Ability to influence and build trusted partnerships with senior stakeholders across functions.
Strong analytical skills with a data-driven approach and the ability to measure and optimize strategic outcomes.
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.
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 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.