Massachusetts Jobs

Senior Director, Demand Side Activation

• Location

• Billund, Denmark

• Boston, Massachusetts, United States of America

• København K, Denmark

• London, United Kingdom

• Job ID 0000019306

• Category Sales, Marketing & Product Management

Job Description

Are you ready to be at the forefront of innovative media strategies, where every campaign is a chance to creatively connect with our audience?

This opportunity will allow you to use data and technology to amplify the LEGO® brand, driving discoverability, and optimizing media spend!

Core Responsibilities

• Develop and implement sophisticated global biddable and programmatic media strategies across platforms such as Google Ads, Meta (Facebook, Instagram), LinkedIn, Twitter, The Trade Desk, and other leading DSPs, tailored to the diverse needs of different geographies.

• Lead a team of biddable media experts and programmatic specialists, setting global objectives, providing training, and conducting performance reviews, while encouraging adaptation to regional needs.

• Lead the in-housing process for biddable and programmatic media on a global scale, establishing optimal strategies, workflows, and training programs for internal teams across regions.

• Manage large-scale budgets, optimizing spend across platforms and regions to achieve optimal ROI and meet key performance indicators.

• Design and implement A/B testing frameworks for ad creatives, targeting, and bidding strategies, ensuring relevance and effectiveness in different markets.

• Collaborate with analytics teams to develop comprehensive reporting frameworks, applying data visualization tools to communicate results and insights to global partners.

• Stay informed on industry trends and platform updates, ensuring campaigns use the latest features and most effective strategies in each market.

• Engage with cross-functional teams to ensure paid media strategies are integrated with broader marketing and business goals in a global context.

• Oversee the selection and integration of technology partners, including DSPs and DMPs, to enhance campaign efficiency and effectiveness across regions.

• Implement sophisticated targeting strategies using first-party data, lookalike audiences, and contextual targeting, ensuring relevance and impact in each market.

• Conduct thorough campaign analyses across different regions, using data to optimize bidding strategies, creative rotations, and audience segmentation for improved global performance.

• Foster a culture of innovation, encouraging experimentation with new ad formats, programmatic channels, and data-driven approaches in various markets.

• Serve on the Global Media leadership team, contributing insights and expertise to inform broader digital media and marketing strategies in a global context.

Play your part in our team succeeding

M&C Marketing is all about making the journey for shoppers and consumers smoother, building loyalty that keeps them coming back. Our branded channels and D2C partners are the ultimate expression of the LEGO Group, connecting with our most dedicated fans and driving growth. With third-party retailers, M&C Marketing tailors its approach to resonate with different audiences, boosting sales and enhancing the consumer experience. Our IP partnerships bring more people into the LEGO world, creating a unified and thriving brand experience. And in product and marketing development, M&C Marketing aims to be the best partner, ensuring strategies are data-driven, feasible, and set to achieve commercial success and innovative collaboration.

The Media Activation team at LEGO Group is a tactical force specializing in driving campaigns across various media landscapes. Committed to continuous optimization and scalability, they expertly manage biddable media, programmatic buying, and SEO tactics, aligning their efforts with broader corporate objectives. The team navigates the complexities of media channels to drive discoverability and optimize media spend. Their success is measured by their ability to implement targeted campaigns efficiently, enhance the LEGO brand experience across all platforms, and contribute to sustained commercial growth through precise and agile media tactics.

Do you have what it takes?

Proven Track Record in Global Media Strategy:

• 10+ years experience developing and implementing biddable and programmatic media strategies on platforms like Google Ads, Meta (Facebook, Instagram), LinkedIn, Twitter, The Trade Desk, and other DSPs.

• Demonstrated ability to tailor strategies to different geographical markets.

Leadership and Team Management:

• Experience leading a team of media experts, setting objectives, providing training, and conducting performance reviews.

• Ability to adapt leadership style to meet regional needs and encourage team growth.

In-Housing Media Processes:

• Experience in leading the in-housing process for media buying, including developing effective strategies and training programs

• Proven ability to manage workflows and integrate internal teams across regions.

Budget Management and Optimization:

• Experience managing large-scale media budgets and optimizing spend to achieve high ROI.

• Familiarity with key performance indicators and financial metrics.

A/B Testing and Campaign Optimization:

• Experience designing and implementing A/B testing frameworks for ad creatives, targeting, and bidding strategies.

• Ability to analyze test results and implement changes to improve campaign performance.

Data Analysis and Reporting :

• Experience collaborating with analytics teams to develop reporting frameworks.

• Proficiency in data visualization tools and the ability to communicate insights to partners.

Knowledge of Industry Trends :

• Up-to-date knowledge of industry trends and platform updates.

• Experience using new features and proven strategies in media campaigns.

Cross-Functional Collaboration:

• Experience working with cross-functional teams to integrate media strategies with broader marketing and business goals.

• Ability to communicate and collaborate effectively with different departments.

Technology Integration:

• Experience selecting and integrating technology partners, including DSPs and DMPs.

• Knowledge of sophisticated targeting strategies using first-party data, lookalike audiences, and contextual targeting.

Innovative Mentality :

• A track record of fostering a culture of innovation and experimentation with new ad formats and programmatic channels.

• Ability to drive data-driven approaches and creative solutions in various markets.

Additional details on this position

• If based in the United States, the salary for this position has a range of $189,500 - $284,300 USD based on anticipated responsibilities, market benchmarks, and organizational constraints. The LEGO Group carefully considers a wide range of compensation factors, including but not limited to prior experience, skills, expertise, location, internal equity, and other considerations permitted by law. The comprehensive remuneration details, inclusive of benefits, will be communicated upon finalization of the employment offer.

• If working from the Boston Hub, this position will initially be based at 501 Boylston St or 10 St. James Street in Boston, before moving to a new office location at 1001 Boylston St by mid-2025. Our hiring teams will discuss this with you during the interview stages.

• Our workplace enables our LEGO® colleagues to be and do their best at work. Introducing a flexible way of working through a hybrid working model is a great example of how we live up to our ambition. This 3 day in the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues.

#LI-SW2

#LI-Hybrid

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 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.

Wellbeing – We want you to be your best self, so you’ll have access to the Headspace App and lots of wellbeing initiatives and programs 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 and if eligible, you'll be rewarded through our bonus scheme

Your 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.

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, religion and Veteran status) to apply for roles in our team.

Research shows that women and people from different underrepresented backgrounds often only apply for a job if they meet 100% of the listed qualifications. If you dream of being a part of our team and you meet many, but not all of our listed qualifications for this role, please apply.

We support our employees in being there for the moments that matter in life and celebrate families of all kinds, the loved ones that make us who we are. Being part of the LEGO Group also means taking part in our annual Play Day, playing a part in building a sustainable future and continuing our mission to “inspire and develop the builders of tomorrow.”

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.

We conduct drug screening as a part of our drug free workplace policy and in support of our commitment to the health and safety of our employees.

Online Application Accessibility Statement; which is intended forpeople with disabilities- LEGO systems endeavors to make www.LEGO.com/jobs accessible to any and all users. If you would like to contact us regarding the accessibility of our web site or need assistance completing the application process, please contact the HR Service Desk at 1.860-763-7777, option #3. Please note, these communication channels should be used for those having difficulty accessing our on-line channels, not to inquire about job opportunities.

Just imagine building your dream career.

Then make it real.

Join the LEGO® team today.