Marketing Director at LEGO in Seoul, Seoul, South Korea

Marketing Director
Location: Seoul
Job Description
Are you ready to embark on an exciting journey with LEGO Korea's dynamic leadership team?
This is a unique opportunity for an exceptional marketer and business leader to drive the next chapter of the LEGO Group’s growth in Korea, shaping a more relevant, culturally connected and consumer-led brand while translating that ambition into sustainable business performance.
Core Responsibilities:
Brand Marketing Strategy & Implementation
Lead the team to develop Korea’s go-to-market strategy, together with local communication strategies and execution plans across all audiences and key campaigns.
Strengthen the cultural relevance and desirability of the LEGO Brand in Korea through compelling campaigns, experiences, partnerships and locally relevant activations.
Lead the adaptation and amplification of global campaigns in Korea, identifying where global assets can be leveraged and where locally developed ideas are required to maximize impact.
Drive marketing innovation through a strong test-and-learn mindset, continuously identifying new ways to engage consumers and build the LEGO Brand.
Drive efficiency and effectiveness of marketing investment, media and activation, ensuring a strong connection between marketing activity, consumer impact and business results.
Lead and optimize agency relationships and strategic external partnerships, including developing strong joint business plans with relevant IP and commercial partners.
Foster strong relationships with APAC and global marketing teams, actively leveraging global best practices while sharing successful Korean insights and innovations with the wider organization.
Business Leadership
Have full accountability for the Marketing organization’s budget and investment, ensuring resources are dynamically allocated toward the highest-impact growth opportunities based on in-year performance and market dynamics.
Work closely with Sales, eCommerce, Operations, Finance, HR and other functions to shape and deliver the overall Korea business strategy.
Partner closely with channel teams to ensure that marketing strategies translate into strong execution across channels, while elevating the role of each channel in building the LEGO Brand.
Connect brand building with commercial outcomes, ensuring marketing contributes directly to sustainable growth, Active Consumer Base development and business performance.
Take a leading role in identifying and unlocking new growth opportunities, including new audiences, channels, partnerships and consumer experiences.
Play a key business leadership role as a member of the Korea Leadership Team, contributing beyond Marketing to the overall strategic direction, culture and performance of BU Korea.
People Leadership
Lead, inspire and develop a high-performing Marketing organization, creating a culture of accountability, collaboration, innovation and continuous learning.
Build the capabilities required for the next phase of growth, including consumer and shopper insight, digital and media effectiveness, innovation, cultural relevance and commercial acumen.
Embed and sustain The LEGO Group’s culture and leadership principles within the team, including LEGO Brand Framework, Leadership Playground, Diversity & Inclusion and Wellbeing.
Support individual development through HR core processes, IDPs, training, coaching and ongoing feedback and sparring.
Create an environment where people are empowered to take ownership, challenge the status quo and turn bold ideas into meaningful consumer and business impact.
Do you have what it takes?
Proven track record of delivering strong business performance through deep understanding of consumers, shoppers, culture and market dynamics.
Strong strategic and commercial acumen, with the ability to translate consumer and market insights into clear growth strategies and measurable business results.
Proven experience in leading brand transformation, business growth and organizational change in a complex and fast-moving market.
Strong leadership capability, with demonstrated experience in building, developing and inspiring high-performing teams.
Strong influencing and stakeholder management skills, with the ability to operate effectively across local, regional and global organizations.
A passion for brands, consumers and culture, with curiosity for emerging trends, technology, entertainment and new ways of engaging consumers.
A growth mindset, with the ability to move comfortably between long-term strategic thinking and fast, decisive execution for short-term performance.
Native or professional-level Korean language proficiency preferred but not a must.
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.