Manager, Membership Expansion (Branded Channels)

Job Description

About the role

As our Manager, Membership Expansion (Branded Channels), you’ll identify, evaluate and shape opportunities to grow LEGO® Insiders across branded and partner-operated channels.

You’ll turn membership growth opportunities into clear commercial recommendations and practical expansion plans. Working across markets, functions and external partner organisations, you’ll help increase member acquisition and participation while creating value for members, the LEGO Group and our channel partners.

Your initial focus will include expanding LEGO Insiders across LEGO Certified Stores, strengthening membership activation within LEGOLAND Parks and supporting the integration of LEGO Discovery Centres into the wider membership ecosystem. You’ll also help identify future opportunities across new partner-operated channels and experiences.

Please note: This role is based in our London Hub. No relocation assistance is offered.

Required Qualifications

• Delivered membership, loyalty, CRM or customer growth initiatives that increased acquisition, participation or commercial performance across retail, digital or partner-operated channels.
• Managed programmes involving external partners, market teams and cross-functional stakeholders, coordinating priorities, responsibilities and delivery across different channel environments.
• Evaluated membership growth opportunities and programme performance using return-on-investment analysis, commercial measures and customer data to inform investment and prioritisation decisions.
• Designed and launched customer acquisition, loyalty or membership initiatives, taking opportunities from initial concept and business evaluation through to market activation.
• Built business cases and commercial proposals for new channels, partnerships or programme enhancements, balancing member value, commercial impact and operational feasibility.
• Led cross-functional initiatives across membership, marketing, CRM, commercial and market teams, influencing decisions and driving execution within a matrix organisation.

Preferred Qualifications

• Applied CRM and loyalty programme economics to improve member acquisition, participation, retention or long-term member value.
• Translated customer, commercial and programme performance data into clear recommendations and compelling presentations for decision-makers.
• Negotiated commercial opportunities, business terms or activation plans with external partners, channel operators or other senior stakeholders.
• Assessed opportunities to expand membership, loyalty or customer programmes into new markets, channels or partner-operated environments.

What you'll build

• Expanded LEGO Insiders coverage across LEGO Certified Stores, working with relevant partners and market teams to turn expansion opportunities into actionable plans.
• Stronger membership activation across LEGOLAND Parks, aligning membership objectives with partner needs and the wider LEGO Insiders proposition.
• A coordinated approach to integrating LEGO Discovery Centres into the broader membership ecosystem.
• A pipeline of future membership expansion opportunities across partner-operated channels, supported by clear commercial and member-value assessments.
• Greater alignment across global, regional and local stakeholders on membership growth priorities, channel opportunities and implementation plans.
• Repeatable approaches to evaluating and activating membership opportunities across different markets, partners and channel environments.

If you’ve expanded a membership, loyalty or customer programme through external partners or new channels, you’ll feel at home here.

What matters most is your ability to evaluate growth opportunities, turn commercial and customer insights into practical recommendations, and bring internal and external stakeholders together around shared outcomes.

Life on the team

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.

Our work connects membership strategy with commercial opportunities across global and local teams. You’ll collaborate closely with colleagues across Membership and Personalisation, regional and market teams, Global Commercial Development and external partner organisations.

We work in a hybrid rhythm and value critical thinking, accountability and learning from different perspectives. You’ll join a team that approaches complex opportunities with a growth mindset and turns strategic ambition into practical action.

What success looks like

Success means creating sustainable membership growth across a range of partners, markets and experiences while balancing member value, commercial potential and partner needs.

Over the next 12 to 18 months, you’ll help expand LEGO Insiders across existing branded channels, strengthen the foundations for further growth and create a more coordinated approach to evaluating new expansion opportunities.

You’ll build trusted relationships across internal teams and external partner organisations, develop clear recommendations for where and how membership should expand, and help translate agreed opportunities into executable plans.

#LI-SG2

#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 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.