📌 Core Information
🔹 Job Title: Brand Manager
🔹 Company: The LEGO Group
🔹 Location: Slough, United Kingdom
🔹 Job Type: Full-time
🔹 Category: Brand Management
🔹 Date Posted: 2025-05-09
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (3 days in office)
🚀 Job Overview
Key aspects of this role include:
- Defining and implementing marketing strategies for LEGO Girls in the UK/Ireland
- Focusing on brand equity and consumer engagement
- Working cross-functionally to monitor market needs and manage external partnerships
- Driving brand impact through innovative campaigns and activations
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to manage complex campaigns and budgets.
📋 Key Responsibilities
✅ Define and implement the UKI Girls audience priorities, KPIs, and campaigns to achieve overarching kids objectives.
✅ Input into the UK/Ireland Kids Marketing Strategy development, objective setting process, and consumer communications planning.
✅ Implement innovative marketing strategies and activations that drive brand equity and build active consumers, re-activation, and frequency for your audience and The LEGO Group.
✅ Work cross-functionally with key stakeholders internally and externally to gear the owned/earned/shared/paid (OESP) activities of the LEGO Group towards sales and brand impact.
✅ Monitor progress of competitive activity and changing market needs to facilitate modifications on brand strategies when necessary.
✅ Manage outside agency partners and drive collaboration with our internal agency.
✅ Manage external partnership relationships as designated brand responsibilities require.
✅ Plan and manage budgets and financials related to marketing campaigns.
✅ Establish best retailer strategies in conjunction with the sales team and aid key account preview sell-in of critical marketing programs when appropriate.
✅ Constantly analyze and evaluate brand and campaign performance and initiate corrective actions where necessary.
✅ Work with the Regional, Global, and BU Cross Functional Teams to deliver Integrated Planning.
ASSUMPTION: This role requires a high level of organization, attention to detail, and the ability to manage multiple projects and stakeholders simultaneously.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5-10 years of experience in brand management and consumer goods marketing, ideally with a top-tier company in the FMCG or entertainment arena. Fashion/Health & Beauty also considered.
Required Skills:
- Demonstrable experience managing and leading budgets, product/demand forecasts, in-market performance, and tracking
- Knowledge and understanding of key reporting systems (i.e., IRI, Nielsen, Kantar, Circana)
- Strong analytical skills with a proven track record of leveraging data to drive business results
- Excellent communication skills, both verbally and in writing, with strong presentation skills
- Effective at building strong internal and external networks
- Demonstrable strategic and learning agility
Preferred Skills:
- Experience dealing and managing with multiple agencies and multi-layered campaigns (including understanding of in-store activations)
- Fluency in additional languages
ASSUMPTION: Candidates with experience in the FMCG or entertainment industry and a proven track record in brand management are strongly encouraged to apply.
💰 Compensation & Benefits
Salary Range: £45,000 - £60,000 per annum (based on experience and industry standards)
Benefits:
- Family Care Leave
- Insurances
- Wellbeing resources and benefits
- Colleague Discount
- Bonus scheme
Working Hours: Full-time, 37.5 hours per week, with an average of 3 days per week in the office
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Brand Manager role with 5-10 years of experience in the UK. Actual salary may vary based on individual qualifications and company policy.
📌 Applicant Insights
🔍 Company Context
Industry: Manufacturing, specifically toy production and distribution
Company Size: 10,001+ employees, with a global presence and regional hubs in various countries
Founded: 1932, in Billund, Denmark
Company Description:
- Family-owned company behind the world’s most loved LEGO® bricks
- Mission to inspire and develop the builders of tomorrow through play
- Global brand with over 31,000 colleagues in various roles and locations
Company Specialties:
- LEGO Bricks
- Educational concepts
- Consumer Experiences
- Digital Play Experiences
- Learning-through-Play
- Creativity and Imagination
Company Website: https://www.lego.com/en-gb/careers/who-we-are
ASSUMPTION: The LEGO Group is a well-established and respected brand in the toy industry, with a strong focus on creativity, innovation, and play.
📊 Role Analysis
Career Level: Mid-level to senior, with opportunities for growth and development
Reporting Structure: This role reports directly to the Marketing Director for the UK and Ireland
Work Arrangement: Hybrid, with an average of 3 days per week in the office
Growth Opportunities:
- Progression to senior brand management or marketing leadership roles
- Expansion of responsibilities to cover additional brands or regions
- Development of skills and expertise through training and mentorship programs
ASSUMPTION: This role offers opportunities for career growth and development within the LEGO Group, with a focus on building a successful and impactful marketing career.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with on-site amenities
Office Location(s): Slough, United Kingdom
Geographic Context:
- Slough is located in the Thames Valley region of Berkshire, approximately 20 miles west of Central London
- The area offers a mix of urban and rural environments, with easy access to major transportation links
- Slough has a diverse population and a range of cultural and recreational activities
Work Schedule: Full-time, with flexible working hours and the option to work from home for up to 2 days per week
ASSUMPTION: The Slough office provides a dynamic and collaborative work environment, with easy access to major transportation links and a diverse range of local amenities.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the hiring manager
- In-person or virtual interview with the marketing team
- Final interview with the marketing director
Key Assessment Areas:
- Brand management experience and achievements
- Analytical and problem-solving skills
- Communication and presentation skills
- Cultural fit and alignment with LEGO Group values
Application Tips:
- Tailor your resume and cover letter to highlight your brand management experience and relevant achievements
- Prepare examples of successful brand campaigns you have managed and the results they achieved
- Research the LEGO Group and be prepared to discuss how your skills and experience align with the company's mission and values
ATS Keywords: Brand Management, Consumer Goods Marketing, Marketing Strategy, Campaign Management, Budget Management, Cross-functional Collaboration, Market Analysis, Brand Equity, Consumer Engagement
ASSUMPTION: The application process for this role is likely to be competitive, with a focus on brand management experience and a strong track record of driving brand impact and growth.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
- Project management software (e.g., Asana, Trello)
- Social media management platforms (e.g., Hootsuite, Sprout Social)
ASSUMPTION: This role requires proficiency in Microsoft Office Suite and familiarity with marketing automation and analytics tools. Experience with project management and social media management platforms is also beneficial.
👔 Cultural Fit Considerations
Company Values:
- Imagination
- Creativity
- Caring
- Fairness
- Respect
- Integrity
- Courage
- Accountability
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Innovative and creative
- Results-focused and action-oriented
Self-Assessment Questions:
- How do you demonstrate imagination and creativity in your approach to brand management?
- Can you provide an example of a time when you had to be courageous in your role, and what was the outcome?
- How do you ensure that your work aligns with the LEGO Group's values of caring, fairness, respect, integrity, and accountability?
ASSUMPTION: The LEGO Group values a strong cultural fit and looks for candidates who align with their core values and work style.
⚠️ Potential Challenges
- Managing multiple stakeholders and competing priorities
- Working in a fast-paced and dynamic environment with tight deadlines
- Adapting to changing market needs and consumer behaviors
- Balancing strategic thinking with day-to-day tactical execution
ASSUMPTION: This role presents unique challenges and opportunities for growth and development, requiring a high level of adaptability and resilience.
📈 Similar Roles Comparison
- This role is similar to other brand management positions in the FMCG or entertainment industry, with a focus on driving brand impact and growth
- However, the LEGO Group's unique brand and mission set it apart from other companies in the industry
- Career progression in this role may differ from other brand management positions, with opportunities for growth within the LEGO Group
ASSUMPTION: While this role shares similarities with other brand management positions, the LEGO Group's unique brand and mission make it a distinctive opportunity for career growth and development.
📝 Sample Projects
- Developing and executing a marketing campaign for a new LEGO Girls theme, in collaboration with external partners and internal stakeholders
- Conducting market research and analysis to identify trends and opportunities in the girls' toy market
- Managing the budget and financials for a portfolio of LEGO Girls brands, ensuring optimal resource allocation and maximizing ROI
ASSUMPTION: These sample projects illustrate the range of responsibilities and skills required for this role, from strategic planning and execution to budget management and analysis.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for the UK and Ireland marketing team?
- How does the LEGO Group support the professional development and growth of its brand managers?
- Can you provide an example of a successful brand campaign that the LEGO Group has executed in the UK or Ireland, and what made it successful?
- How does the LEGO Group approach collaboration with external partners and agencies?
- What are the key performance indicators (KPIs) for the LEGO Girls brand in the UK and Ireland, and how are they tracked and reported?
ASSUMPTION: These questions are designed to provide insight into the team structure, culture, and priorities for the LEGO Group's UK and Ireland marketing team, as well as the company's approach to collaboration and performance measurement.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the following link: https://lego.wd103.myworkdayjobs.com/LEGO_External/job/Slough/Brand-Manager_0000024928
- Tailor your resume and cover letter to highlight your brand management experience and relevant achievements
- Prepare examples of successful brand campaigns you have managed and the results they achieved
- Research the LEGO Group and be prepared to discuss how your skills and experience align with the company's mission and values
- Follow up with the hiring manager one week after submitting your application to confirm receipt and inquire about the next steps in the process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
