📌 Core Information
🔹 Job Title: Communications Director, APAC
🔹 Company: The LEGO Group
🔹 Location: Singapore
🔹 Job Type: Full-time, Hybrid (3 days/week in office)
🔹 Category: Communications
🔹 Date Posted: April 28, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Singapore Hub)
🚀 Job Overview
Key aspects of this role include:
- Driving commercial growth through insight-led earned media campaigns
- Building and maintaining the LEGO Group's reputation in APAC markets
- Supporting regional leadership with strategic communication advice
- Collaborating with local market teams to adapt global campaigns
ASSUMPTION: This role requires a strategic and collaborative mindset, with a strong focus on earned media and brand reputation management.
📋 Key Responsibilities
✅ Lead earned campaign development, activation, and evaluation to drive commercial growth and reinforce LEGO play values
✅ Build and maintain the LEGO Group's reputation in APAC markets, including new markets like India, Indonesia, and Vietnam
✅ Provide strategic communication counsel to the Regional President and APAC Leadership Team
✅ Support regional strategic internal communication activities to engage colleagues and drive business plans
✅ Collaborate with local market teams to adapt global campaigns and ensure executional excellence
ASSUMPTION: This role involves a wide variety of responsibilities, requiring strong project management and organizational skills to deliver multiple priorities simultaneously.
🎯 Required Qualifications
Education: Bachelor’s Degree or equivalent experience
Experience: Validated work experience in consumer-facing communications, both agency and in-house, with a focus on APAC markets
Required Skills:
- Strategic problem-solving and planning skills
- Track record in issues management
- Clear, concise, and detailed communication skills
- Strong project management and organizational skills
- Proven ability to influence and make decisions
- Natural collaborator with excellent relationship-building skills
- Understanding of the marketing ecosystem and experience creating integrated comms programs
- Relevant network of media and industry contacts
- Demonstrated leadership ability and strong followership
Preferred Skills:
- Background in consumer-packaged goods, family entertainment, gaming, or toys
ASSUMPTION: Candidates with a proven track record in consumer-facing communications and a strong understanding of the APAC market will be most successful in this role.
💰 Compensation & Benefits
Salary Range: Based on experience level and industry standards for a Communications Director role in Singapore, the estimated salary range is SGD 150,000 - 200,000 per annum.
Benefits:
- Family Care Leave
- Insurances (life and disability)
- Wellbeing resources and benefits
- Colleague Discount
- Bonus scheme
Working Hours: Full-time, with an average of 3 days per week in the office
ASSUMPTION: The salary range is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Manufacturing (Toys)
Company Size: 10,001+ employees (Global), with a significant presence in APAC
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
- Global presence with regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore
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, global brand with a strong focus on creativity, innovation, and learning-through-play.
📊 Role Analysis
Career Level: Experienced professional with potential for growth into senior leadership roles
Reporting Structure: Reports directly to the Regional President, APAC, and collaborates with the APAC Leadership Team and local market teams
Work Arrangement: Hybrid, with an average of 3 days per week in the office
Growth Opportunities:
- Potential to take on additional responsibilities or move into senior leadership roles
- Opportunities to work on global campaigns and collaborate with diverse teams
- Chance to gain experience in new markets and contribute to the company's expansion in APAC
ASSUMPTION: This role offers opportunities for professional growth and development within the LEGO Group's global organization.
🌍 Location & Work Environment
Office Type: Hybrid, with an average of 3 days per week in the office
Office Location(s): Singapore Hub
Geographic Context:
- Singapore is a multicultural city-state and island country in Southeast Asia
- Known for its business-friendly environment, high quality of life, and multicultural atmosphere
- Home to the LEGO Group's APAC headquarters and a significant consumer market
Work Schedule: Full-time, with flexible working hours and opportunities for remote work
ASSUMPTION: The Singapore office provides a dynamic and multicultural work environment, with opportunities for collaboration and professional growth.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-depth interview with the hiring manager and relevant stakeholders
- Final interview with the Regional President, APAC
Key Assessment Areas:
- Communication skills and strategic thinking
- Issues management experience
- Cultural fit and alignment with LEGO Group values
- Problem-solving and decision-making abilities
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare examples of your work, focusing on earned media campaigns and issues management
- Research the LEGO Group and APAC market trends to demonstrate your understanding of the company and region
ATS Keywords: Communications, Campaign Development, Media Relations, Project Management, Strategic Problem Solving, Collaboration, Influence, Issues Management, Brand Reputation, Internal Communication, Marketing Ecosystem, Leadership, Relationship Building, Tactical Planning, Consumer-Facing Communications, Corporate Communications
ASSUMPTION: The application process for this role is competitive, and candidates should emphasize their relevant experience and skills to increase their chances of success.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Communication and collaboration platforms (e.g., Slack, Microsoft Teams)
ASSUMPTION: Familiarity with common office tools and project management software is essential for this role.
👔 Cultural Fit Considerations
Company Values:
- Creativity
- Imagination
- Learning-through-Play
Work Style:
- Collaborative and team-oriented
- Adaptable and flexible
- Results-driven and proactive
Self-Assessment Questions:
- How do you embody the LEGO Group's values in your work?
- Can you provide an example of a time when you successfully managed a complex, high-pressure situation?
- How do you approach building and maintaining strong relationships with diverse stakeholders?
ASSUMPTION: Candidates who align with the LEGO Group's values and demonstrate a strong work ethic will be well-suited to this role.
⚠️ Potential Challenges
- Managing multiple priorities and deadlines simultaneously
- Adapting to a dynamic and fast-paced work environment
- Navigating cultural differences and working with diverse teams across APAC
- Balancing global campaign requirements with local market needs
ASSUMPTION: This role presents unique challenges that require strong organizational skills, adaptability, and cultural sensitivity.
📈 Similar Roles Comparison
- Compared to other regional communications roles, this position places a greater emphasis on earned media and brand reputation management
- APAC markets present unique cultural and linguistic challenges, requiring strong regional expertise
- This role offers opportunities for growth and development within the LEGO Group's global organization
ASSUMPTION: This role is unique within the LEGO Group and the broader communications industry, requiring a balance of strategic thinking, tactical execution, and regional expertise.
📝 Sample Projects
- Developing and executing a regional earned media campaign to launch a new LEGO product line
- Managing a high-profile crisis situation and coordinating the regional response
- Adapting a global campaign for a local market, ensuring cultural relevance and compliance with local regulations
ASSUMPTION: These sample projects illustrate the diverse range of responsibilities and challenges faced by the Communications Director, APAC.
❓ Key Questions to Ask During Interview
- Can you describe the most challenging earned media campaign you've worked on, and how you approached it?
- How do you balance the need for global consistency with the requirements of local markets?
- What opportunities exist for professional growth and development within the LEGO Group?
- How does the LEGO Group support work-life balance for its employees?
- Can you provide an example of a time when you successfully managed a complex, high-pressure situation?
ASSUMPTION: These interview questions help candidates assess the role's fit with their skills, experience, and career goals.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the following link: Communications Director, APAC
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare examples of your work, focusing on earned media campaigns and issues management
- Research the LEGO Group and APAC market trends to demonstrate your understanding of the company and region
- Follow up with the hiring manager one week after submitting your application to confirm receipt and express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
