Senior Brand Relations Manager

Job Description

Are you an expert in brand management who would love to help shape, further develop and amplify one of the world's most beloved family brands?

Here's an excellent job opportunity for you to bring your passion and drive to maximize LEGOLAND attractions use of the LEGO IP across the LEGOLAND estate in China through expert brand support and collaborative brand management

You will work closely with LEGOLAND attractions in China as the ultimate physical manifestation of the LEGO brand to deliver a great brand experience that will thrill and engage millions of families across the world

No relocation assistance is offered for this position

Core Responsibilities

• Act as the brand ambassador and help build strong LEGO brand experiences across LEGOLAND Resorts

• Responsible for the approval process in your region (as licensor for the LEGO brand)

• Ensure accurate representation of the brand across the suite of LEGOLAND Resorts

• Run Brand Training program in your region

• Utilize Brand audit tools and process to identify commercial and brand opportunities across the LEGOLAND estate.

• Engage directly with LEGO and Merlin senior team members across region to ensure LEGO brand training, approvals and compliance meet expectations

• Drive and/or support the development of brand guideline documents

• Elevate the role LEGOLAND plays in the global LEGO ecosystem

• Be part of global brand relations team and ensure alignment on the Approvals, Assessment and Training workstreams across regions.

Play your part in our team succeeding

The LEGO Brand Park & Experiences team brings the LEGO brand to life across LEGOLAND attractions including water parks, theme parks, and hotels. 

The LEGO Brand Parks & Experiences team aims to globally amaze and engage families and children aged 2-12 with the LEGO brand in world-class LEGOLAND attractions. We partner with Merlin Entertainment and The LEGO Group to elevate the LEGOLAND brand and business through continuous improvement and development of consistent, connected LEGO branded experiences.

Merlin Entertainments Group is the second largest theme park operator in the world.

Among others, the group owns and operates 11 LEGOLAND Parks, 11 LEGOLAND Hotels and 4 LEGOLAND Water Parks.

Do you have what it takes?

• 8+ years of experience managing a top tier global brand/IP – could potentially come from a role as a Senior brand manager, licensing manager or project manager in a creative agency.

• Bachelor's degree in marketing, business management or related field is preferred

• Demonstrated project management skills , flexible and resilient towards project/situation changes.

• IP management or leisure industry knowledge and experience preferred.

• Demonstrated ability to navigate a sophisticated people network and communicate effectively across different cultures, roles and levels of seniority.

• High degree of personal integrity.

• Strong collaborative and partnership attitude.

• Able to work effectively both autonomously and as part of a team.

• Proven experience in a MNC Brand with ability to balance global direction and localized approach.

• Willing to travel 20 days per year

• Good command of both English & Chinese

#LI-JY2

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.