📌 Core Information
🔹 Job Title: Senior Brand Manager
🔹 Company: The LEGO Group
🔹 Location: Shanghai, China
🔹 Job Type: Full-time
🔹 Category: Brand Marketing
🔹 Date Posted: May 15, 2025
🔹 Experience Level: 7+ years
🔹 Remote Status: On-site (Hybrid: 3 days/week in office)
🚀 Job Overview
Key aspects of this role include:
- Leading the adult consumer group for LEGO China with clear business strategy
- Driving integrated go-to-market approaches across digital, eComm, and retail
- Collaborating with global teams and external partners to deliver business results
- Managing assigned adult theme lines and masterbrand campaigns end-to-end
ASSUMPTION: This role requires a strategic mindset, strong project management skills, and the ability to work effectively in a cross-functional environment.
📋 Key Responsibilities
✅ Lead the adult consumer group for LEGO China with clear business strategy, portfolio understanding, consumer and shopper-centric mindset, and integrated go-to-market approach
✅ Lead adult communication strategy and key communication platform strategy to drive adult consumer group penetration
✅ Experience and ability to lead, partner with, and influence various functions to drive up the growth of the adult category
✅ Lead assigned adult theme line end-to-end business delivery, from product development with Global PMD to go-to-market with marketing function teams, sales, customers, and partners
✅ Lead assigned Masterbrand or T1 campaigns to drive occasional-based brand communication and commercial delivery
ASSUMPTION: This role involves a high level of collaboration, stakeholder management, and the ability to balance multiple projects simultaneously.
🎯 Required Qualifications
Education: Bachelor’s degree or higher
Experience: 7+ years of product and brand end-to-end management with a proven success record
Required Skills:
- Strong critical thinking with solid business analytic skills and business know-how
- Experiences in working with agencies, crafting, and leading large-scale coordinated marketing campaigns across digital/social/eComm/retail, and partnerships
- Experiences in XHS & DY with solid understanding on platform know-how and shown success record
- Strong project management skills; experience working in a very fast-paced environment while maintaining attention to detail and getting things done at high quality
- Strong capabilities to collaborate and influence internal cross-functions and external agencies to overcome obstacles
- Passionate teammate, resilient, proactive, agile
Preferred Skills:
- Fluency in English and Mandarin Chinese
- Experience working in the toy industry
ASSUMPTION: Candidates with experience in fast-paced environments, managing cross-functional teams, and driving business results through marketing campaigns will be well-suited for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Senior Brand Manager role in Shanghai, the estimated salary range is ¥450,000 - ¥650,000 per year (before tax).
Benefits:
- Family Care Leave
- Insurances
- Wellbeing resources and benefits
- Colleague Discount
- Bonus scheme
Working Hours: Full-time (40 hours/week), with an average of 3 days per week in the office
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: The LEGO Group operates in the manufacturing industry, specializing in designing, producing, and marketing LEGO® bricks and related products. The company is a global leader in children's toys and has a strong focus on learning-through-play.
Company Size: The LEGO Group has 10,001+ employees worldwide, with regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore.
Founded: The LEGO Group was founded in 1932 by Ole Kirk Kristiansen and is still family-owned today.
Company Description:
- Purposeful and responsible global brand
- Inspires creativity and imagination in children worldwide
- Committed to Children’s Rights and Child Wellbeing
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, family-owned company with a strong global presence and a commitment to responsible business practices.
📊 Role Analysis
Career Level: Senior-level role with significant responsibility and autonomy
Reporting Structure: This role reports directly to the China Brand Marketing Activation Director
Work Arrangement: Hybrid work arrangement with an average of 3 days per week in the office
Growth Opportunities:
- Potential to work on high-impact projects with global reach
- Opportunities to collaborate with diverse teams and learn from experienced colleagues
- Possibility to progress to a more senior role within the organization
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to learn, develop, and make a meaningful impact on the business.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space
Office Location(s): Shanghai Hub NEW
Geographic Context:
- Shanghai is a major commercial and financial hub in China
- Home to a diverse and vibrant culture with numerous attractions and entertainment options
- Offers a mix of traditional and modern architecture, with a rich history dating back over 1,000 years
Work Schedule: Full-time (40 hours/week), with an average of 3 days per week in the office
ASSUMPTION: Shanghai offers a dynamic and exciting work environment, with a mix of traditional and modern culture, and numerous opportunities for personal and professional growth.
💼 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 hiring manager and other team members
- Final interview with the China Brand Marketing Activation Director
Key Assessment Areas:
- Strategic thinking and business acumen
- Project management skills and ability to work in a fast-paced environment
- Collaboration and influencing skills
- Cultural fit and alignment with LEGO Group values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Be prepared to discuss your experience with adult consumer groups and marketing campaigns
- Demonstrate your understanding of the LEGO Group's mission and values
ATS Keywords: Adult Consumer Group, Business Strategy, Integrated Go-to-Market, Cross-Functional Collaboration, Campaign Management, Product Development, Marketing Function Teams, Sales, Customers, Partners
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, project management skills, and cultural fit with the LEGO Group.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
- Social media platforms (e.g., WeChat, Weibo, Facebook, Instagram)
ASSUMPTION: This role requires proficiency in using various marketing and project management tools, as well as social media platforms.
👔 Cultural Fit Considerations
Company Values:
- Creativity
- Imagination
- Caring
- Quality
- Responsibility
Work Style:
- Collaborative and team-oriented
- Agile and adaptable
- Results-driven and proactive
Self-Assessment Questions:
- How do you demonstrate creativity and imagination in your work?
- Can you provide an example of a time when you worked collaboratively to overcome an obstacle?
- How do you prioritize and manage multiple projects simultaneously in a fast-paced environment?
ASSUMPTION: The LEGO Group values creativity, imagination, and collaboration, and seeks candidates who align with these values and can thrive in a dynamic, team-oriented work environment.
⚠️ Potential Challenges
- Managing multiple projects and stakeholders simultaneously
- Working in a fast-paced, dynamic environment with tight deadlines
- Balancing the needs of global teams and local market requirements
- Adapting to changes in the market and consumer behavior
ASSUMPTION: This role presents unique challenges and opportunities, requiring a candidate who can thrive in a dynamic environment and adapt to change.
📈 Similar Roles Comparison
- This role is unique in its focus on the adult consumer group within the LEGO Group
- Similar roles in other organizations may focus on different consumer groups or product categories
- Career progression in this role may lead to more senior positions within the LEGO Group's marketing organization
ASSUMPTION: While this role shares similarities with other marketing roles, its focus on the adult consumer group within the LEGO Group makes it a unique opportunity.
📝 Sample Projects
- Developing and executing a go-to-market strategy for a new adult-focused LEGO product line
- Managing a cross-functional team to deliver a high-profile marketing campaign for a major holiday or event
- Conducting market research and analysis to inform business strategy and product development
ASSUMPTION: These sample projects illustrate the range of responsibilities and challenges faced by the Senior Brand Manager in this role.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy for the LEGO Group in China?
- Can you describe the team structure and dynamics within the China Brand Marketing Activation team?
- How does the LEGO Group support the professional development and growth of its employees?
- What are the key priorities for this role in the first 90 days?
- How does the LEGO Group approach work-life balance for its employees?
ASSUMPTION: These interview questions are designed to help the candidate better understand the role, the team, and the company culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare examples of your experience working with adult consumer groups and marketing campaigns
- Research the LEGO Group's mission, values, and recent marketing campaigns
- Follow up with the hiring manager one week after submitting your application to express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
