Senior Regional Brand Manager

5 days ago

Singapore LEGO Full time

Are you passionate to extend the joyfulness and spirit of play to many children?

Spread the love of the LEGO brand to the world Embark on this fun and engaging journey with us.
Core Responsibilities

As the Senior Regional Brand Manager, you will be part of the APAC Regional Brand team that sits within the APAC Marketing & ecommerce organisation. Your key focus is to lead an assigned consumer group, business & portfolio management related to that consumer segment.
- Lead & develop APAC’s Regional strategy to drive growth (business and consumer) for the assigned consumer group and portfolio in close collaboration with BUs
- Define the Regional portfolio, assess and gap fill global toolboxes while also developing and driving regional partnerships framework
- Partner with Business units to build up local marketing plans understanding markets’ consumer and shopper insights to grow market share for the LEGO Brand
- Enhance global asset implementation and amplify global toolboxes in the region, where needed
- Track performance of the portfolio within the defined consumer segment and drive corrective action with the BUs where vital
- Manage external collaborators including third-party IP partners where relevant to the portfolio
- Champion and test new marketing execution ideas across the region

Support Marketing Planning & Marketing Performance:

- Support in setting growth expectations with the Demand Planning & Forecasting team on the relevant portfolios
- Understand BUs’ challenges on franchises, customers, trade plans
- Input into Marketing Planning & Integrated Commercial Planning Processes
- Input Category critical metric settings and drive Performance reviews

Lead Monthly Connections with BUs:

- Understanding business & campaign performances
- Cascade important updates and information from Global to BUs
- Getting feedback from the BUs and sharing best methodologies

Represent APAC in Global Forums
- Be the voice for the identified consumer segment’s portfolio, communications strategy and toolboxes
- Identify potential collaboration with & leverage the best methodologies from other regions to drive efficiency

Play your part in our team succeeding

The APAC Regional Marketing and eCommerce organization aims to continue to be at the forefront of our brand, marketing and eCommerce growth and innovation in our region. This involves working closely with Global & Markets partners - in building a strong regional strategy as part of APAC’s overall GTM strategies rooted in commercial, brand energy and coolness growth objectives and at the same time, crafted with a do-learn-scale agile approach and ways of working.

The overall ambition for this role is to create strong desire to elevate and grow the active consumer base for the assigned consumer group in collaboration with the global and local BU teams - while supporting, improving and celebrating of local nuances and opportunities. Success in this role will directly grow our audiences’ Love for LEGO brand and Love for Building.

This incumbent will directly report to the Regional Brand Director in the APAC Marketing and eCommerce organization.
Do you have what it takes?
- Minimum 7-8 years Brand Marketing experience in Retail/Luxury/FMCG categories, preferably with experience in regional marketing positions
- Proven track record of leading + developing informal teams and managing broad senior collaborator networks
- Strong ability to drive strategic direction, significant innovation & agile solutions responding to the changing internal/external landscape
- Through the line marketing experience: brand marketing professional with proven experience in adapting, developing innovative + integrated marketing campaigns
- Data-driven thinking, strong commercial understanding and experience working in an international environment especially in Asia-Pacific
- Consistent track record of turning consumer, shopper and market insights into action
- Independent, creative, energetic and willing to thrive in a fast-moving atmosphere
- Ability to achieve success with others and through others

Join the global LEGO® team

What’s in it for you - Here are some of what to 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.
- Wellness - We want you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programmes run by local teams where you are based
- 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, you’ll be rewarded through our global bonus scheme.
- Your workplace - Our offices will be your primary workplace with flexibility to work from home during your working week. Your People Leader will discuss the

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