Kids and Preschool Go to Market Senior Manager

Drive Impactful Campaigns: Connect and Grow the LEGO Group's Kids and Preschool Audience! 

The LEGO® Group mission is to inspire and develop the builders of tomorrow — and that journey includes prioritizing play, at all ages. As the Kids and Preschool Go to Market (GTM) Senior Manager, you will play an important role in delivering impactful marketing campaigns that connect to our Preschool and Kids audiences while boosting integration with the Membership & Personalization team. 

Core Responsibilities: 

Kids and Preschool Campaign Implementation 

• Lead the implementation of Kids and Preschool audience go-to-market campaigns across global channels, working closely with the Head of Kids GTM, Head of Preschool GTM and GTM Senior Managers to ensure campaigns are engaging, insightful and impactful. 

• Implement detailed OESP marketing activation plans for designated Kids and Preschool product lines, ensuring consistency across brand, digital and retail touchpoints. 

• Translate campaign strategies into clear activation plans, ensuring campaigns connect effectively with kids and their parents/guardians across the full consumer and shopper journey. 

LEGO Insiders Integration 

• Ensure the LEGO® Insiders program is integrated as a key audience and value layer within Kids (0-12) go-to-market campaigns. 

• Represent prioritized LEGO Insiders member segments and strategic audiences within campaign briefs, GTM playbooks, and activation plans. 

• Discover opportunities to integrate membership benefits, rewards, and enriching member experiences into Kids campaigns to boost engagement and foster loyalty. 

• Champion the voice of the LEGO Insiders member within campaign planning to ensure campaigns reflect member motivations and behaviors, specifically for families and children. 

Cross-Team Integration 

• Act as a key connection point between the Integrated Marketing team and the Membership & Personalization teams to ensure alignment on audience strategies and campaign planning. 

• Partner closely with the Senior Manager, Membership Campaigns to align Kids and Preschool campaign timelines with the LEGO Insiders marketing calendar and integrate relevant family-oriented moments where appropriate. 

• Ensure campaign plans leverage membership value propositions while avoiding duplication with membership-led marketing initiatives. 

Shopper & Retail Activation 

• Lead or support the implementation of Kids and Preschool shopper marketing plans by coordinating deliverables and ensuring market teams receive clear and consistent shopper toolkits and campaign assets. 

• Work closely with trade and shopper partners to ensure alignment between brand messaging and retail activation, integrating membership value where relevant across the shopper journey. 

• Coordinate omnichannel activation elements to ensure campaigns are consistent across consumer and retail environments. 

Insights & Performance 

• Leverage insights from consumer research, LEGO Insiders member behavior and campaign performance to uncover opportunities for enhancing message relevance and increasing marketing impact among kids and their families. 

• Support campaign performance tracking by collecting KPIs, monitoring market activation quality, and identifying opportunities for optimization. 

• Apply knowledge of marketing channels and audience insights to inform campaign execution and continuous improvement. 

Cross-Functional Collaboration 

• Maintain strong partnership with Product Marketing Development (PMD) to ensure go-to-market strategies reflect upstream franchise strategies and align with Kids and Preschool audiences priorities. 

• Coordinate with Business Units (BUs) on future franchise selling-in, ensuring consistent campaign narratives and alignment with Kids audience priorities and membership opportunities. 

• Operate under the guidance of the Head of Kids GTM and Head of Preschool GTM  

• Ensure the needs, motivations and behaviors of LEGO Insiders members are reflected in campaign messaging, experiences, and activation strategies for kids and family audiences. 

Play your part in our team succeeding  

As the Kids and Preschool Go-to-Market Manager, you'll be pivotal in expanding the LEGO® brand's reach within the Preschool and Kids audience. Contribute to a dynamic team by delivering thoughtful marketing plans and insightful analysis, increasing brand awareness and building trust with future builders. 

Do you have what it takes?  

• Extensive expertise in leading marketing campaign management, ideally in consumer-facing or entertainment industries. 

• Deep mastery of the Go-to-Market process, encompassing strategy development through to execution. 

• Demonstrated success in building and managing membership programs, with a proven track record of integrating campaigns across OESP channels. 

• Ability to collaborate cross-functionally within complex, matrixed international environments.  

• Advanced analytical skills for campaign performance monitoring and strategic insight application. 

• Professional proficiency in English; additional languages are a plus for global campaign work. 

Nice to Have: 

• Experience in driving omnichannel activation initiatives.  

• Experience in sectors like toy, FMCG, or entertainment, along with a background in social media or kids-focused communications 

Additional details on this position: 

• Our workplace enables our LEGO® colleagues to be and do their best at work. Introducing a flexible way of working through a hybrid working model is a great example of how we live up to our ambition. This 3 day in the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues.  

• No relocation assistance will be provided for this position.