Senior Manager, Fan Events Marketing

Job Description

Just imagine bringing the LEGO Group to life through fan events that inspire, engage and connect communities across the globe. Then make it real.

About the role

As our Senior Manager, Fan Events Marketing, you'll shape how The LEGO® Group engages with its deepest fan communities through live experiences around the world. Sitting within the Fan Marketing Team, you'll lead the strategy, integration and delivery of fan event marketing activations that build brand awareness, relevance and love. You'll connect fan events to wider marketing priorities, working closely with marketing teams, markets and agency partners to create experiences that deliver meaningful impact for fans and the business.

In this role you'll develop scalable approaches for Fan Events (Recognised LEGO Fan Events & Global Fandom Events) as an earned marketing channel while leading major activations, managing agency partners and bringing experiences to life on-site. You'll also travel globally 4-6 times each year, spending up to a week at a time at fan events across Europe, Asia and the US. We're looking for someone who is energised by being where the action happens and enjoys bringing experiences to life in person. Fan events supported by The LEGO Group reach approximately 3.5 million visitors each year, creating a unique opportunity to turn fan passion into measurable brand impact.

Please note: Relocation support is not available for this role.

Required Qualifications

- Delivered fan marketing, experiential marketing, events or partnership strategy and plans within a global organisation.
- Led end-to-end event planning and execution, including agency management and on-site delivery.
- Built activations that connected live experiences with wider brand or commercial objectives through an integrated marketing plan that is linked with local market activities.
- Managed programmes across multiple markets within a complex organisation.
- Developed reporting, measurement or analytics frameworks that informed business decisions.
- Led on-site delivery of events across multiple locations, including international travel and stakeholder management.

Preferred Qualifications

- Created integrated physical and digital event experiences across multiple channels e.g. social, e-commerce, retail
- Worked with fan conventions, community-led events or similar engagement ecosystems.
- Established long-term community partnerships that supported marketing objectives.
- Designed scalable activation frameworks adopted across teams and markets.

What you'll build

- A clear Fan Events strategy and execution plan.
- Marketing activations that connect fan events to wider campaigns and business priorities.
- A scalable activation blueprint and guidelines for priority markets.
- Strong relationships across fan events, conventions and partner communities.
- Integrated fan journeys that connect physical and digital experiences.
- Reporting and insights that demonstrate the impact of Fan Events.

If you've worked in a role where you've translated marketing objectives into live experiences, partnered with agencies and delivered events at scale, you'll feel at home here. What matters most is your ability to balance strategy with execution and create experiences that resonate with fan communities.

Life on the team

You'll join Fan Marketing within Digital Consumer Engagement, a team focused on building meaningful relationships with kids, families and the deep fandom community. We work closely across functions, cultures and geographies, combining long-term thinking with practical delivery. It's a collaborative environment where people take ownership, communicate openly and work together to turn ideas into action.

What success looks like

Success means establishing Fan Events as a scalable and measurable marketing channel through building a clear strategy and plan, while delivering memorable experiences for fans around the world. Over the next 12 to 18 months, you'll help strengthen adoption across priority markets, deepen the connection between fan events and wider marketing activity, and build frameworks that teams can use with confidence. You'll work closely with Fan Marketing colleagues, market teams, agency partners and stakeholders across the LEGO Group to bring that vision to life.

#LI-JW

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.