Manager, Membership Expansion (Branded Channels)

As our Manager, Membership Expansion (Branded Channels), you'll play a pivotal role in growing LEGO® Insiders across branded and other partner-operated channels. By identifying, developing, and recommending new opportunities, you'll drive membership acquisition, participation, and commercial performance while delivering value for both members and partners.

The role spans channels including LEGO Certified Stores, LEGOLAND Parks, and future expansion opportunities. Working across markets and stakeholder groups, you'll help shape how the membership programme grows and evolves. It's a chance to contribute to a strategically important growth agenda for the LEGO Group while creating meaningful experiences for members around the world.

• Delivered loyalty, membership, CRM, customer growth, retail marketing, or related commercial initiatives with measurable business impact.
• Managed programmes involving multiple partners, markets, or stakeholder groups.
• Maximised business performance through return-on-investment analysis and commercial evaluation.
• Built customer acquisition, loyalty, or membership initiatives from concept through execution.
• Developed commercial proposals and assessed business opportunities to support growth objectives.
• Led cross-functional initiatives and influenced stakeholders within a matrix organisation.

• Applied CRM and loyalty economics to improve customer growth or retention outcomes.
• Created business recommendations through storytelling with data.
• Negotiated commercial opportunities with partners or stakeholders.
• Demonstrated commercial acumen when assessing growth opportunities.

• Expand LEGO Insiders coverage across LEGO Certified Stores.
• Optimise membership activation across LEGOLAND Parks.
• Support the transition of LEGO Discovery Centres into the wider membership ecosystem.
• Identify and shape future opportunities for membership expansion across partner-operated channels.
• Help create a coordinated approach to membership growth across a range of markets and channel environments.

If you've worked in a role where you delivered membership or loyalty initiatives, evaluated commercial opportunities, and partnered with external organisations, you'll feel at home here. What matters most is your ability to connect commercial insight with practical action and bring stakeholders together around shared goals.

You'll join the Membership Growth & Expansion team within Central Marketing. We elevate and scale LEGO Insiders through growth strategies, a differentiated membership proposition, and audience-led approaches that strengthen long-term member value. We work in a hybrid rhythm and collaborate closely across global and local teams. You'll be part of a team that values a growth mindset, applies critical thinking to complex challenges, takes accountability for outcomes, and learns from different perspectives.

Success means expanding membership growth across a variety of partners, markets, and experiences while balancing the needs of members and commercial partners. Over the next 12 to 18 months, the team will continue building the foundations for long-term member growth and loyalty at scale. You'll work closely with colleagues across Membership and Personalization, regional and market teams, and Global Commercial Development to help shape the future of membership expansion.

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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.

Here is what you can expect: