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Digital Marketing Manager

• Location Seoul, Korea, Republic of

• Job ID 0000017432

• Category Sales, Marketing & Product Management

Job Description

Are you a top-tier Digital Marketer that is keen to harmonize with master brand activation in driving strategic growth?

Bring your digital expertise and play a meaningful role in accentuating many more LEGO® sets to bring joy, playfulness and creativity into the hands of families and children!

This is a split role between Digital Marketing (70%) and Master Brand Activation (30%).

No relocation assistance is offered for this position.

Digital Marketing:

• Lead & influence integration of the Digital agenda in the local marketing team within the context of Commercial, Communication, and Media Planning by using the OESP (Owned, Earned, Shared, Paid) Digital communication model to generate brand/product demand and to enhance brand awareness & sales opportunities with shoppers, kids, and adults.

• Lead and improve LEGO brand presence on owned digital platforms like 'LEGO.com, LEGO apps, LEGO membership (Insider Club) and LEGO Magazine and key shared platforms like YouTube, Instagram, Facebook, Kakao and Naver, and work with internal collaborators to craft the content publishing calendar, and ultimately deliver the digital critical metrics.

• Be the subject matter authority for local digital marketing activations, guiding brand teams to build highly effective media plans for consumer and shopper, and drive traffic to eCommerce and retail partners.

• Collaborate strongly with multiple partners including Media and Creative Agencies, internal Marketing sub-teams, Sales teams, Operations teams and Global Marketing teams.

• Observe local trends and work with agencies to develop relevant local content to make the LEGO brand personal, trendy and relevant for shoppers, kids and adult consumers.

• Be responsible for the Digital budget. Process invoices and lead spend in line with profit targets. Bring efficiencies in spend.

• Evaluate performance on key campaigns, share findings and best methodology with BU and Global Digital Network. Provide timely post campaign reporting and analysis for Social, Search, display and video ensuring takeaways are actively applied to future activities to increase marketing return on investment.

Master Brand:

• In addition to digital marketing you will be the project lead for all Master Brand activations under the brand platform ‘Rebuild the World’. This incudes International Day of Play, annual RTW campaign, X-mas, and Always-on marketing typically performed across digital, media and event.

Play your part in our team succeeding!

This role is South Korea business unit and part of the APAC market group. The overall focus is to accelerate business growth via recruiting kids and adults, improving the brand understanding, and enhancing our footprint across physical & online retail channels.

This role is part of the BU marketing organization (total 13 people), which includes; Brand Marketing, Digital Marketing, Trade Marketing, PR & Events – all reporting to the Marketing Director for the BU. The team is highly collaborative, dynamic and upbeat, living the values and behaviours of the LEGO Group.

This team composed of a Digital Marketing Manager (this role) and Associate Digital Marketing Manager.

Key collaborators:

• BU Marketing team

• BU Sales team & E-commerce Team

• Local digital agency and media agency

• Global Digital Marketing Teams

Do you have what it takes:

• Bachelor’s degree or equivalent experience in a business/marketing-related field or equivalent working experience.

• Minimum 6 years' relevant marketing experience in digital marketing from consumer brands experience, preferable in branded goods industry in categories such as: Sports, Fashion/ Novelty Retail, FMCG, Snacks/Beverages.

• Experience from working internationally or with international companies/brands.

• Strong strategic, digital and integrated end-to-end thinking – ability of translating global/regional strategy into local priorities for Digital Marketing with a commercial approach.

• Commit to results – championing efficiency and data centricity, bravery to test hypothesis, live a constantly learning attitude, strong analytical and evaluation skills and ability to turn takeaways into action.

• Future thinking – be passionate about trends with the ability to translate trends into pilots and scale them, outside in perspective, ability to think ahead and test and learn with new opportunities and local partners.

• Strong ownership & Can-do attitude with a proactive approach and attention to detail.

• Strong collaborator and able to work across various internal functions and external partners to influence key decisions.

• Excellent communication and presentation skills in English and Korean languages.

• Track record of crafting and rolling out innovative projects in the area of Digital Marketing is a strong plus.

• Passionate about digital, always looking to learn the most ground breaking methodologies in marketing.

• Phenomenal teammate with the confidence to take the lead and guide other employees when vital.

• Upbeat and self-starter, able to work as part of a team, but also work alone.

• Be able to understand and apply consumer and shopper research.

• Ability to build strong and effective relationships with internal and external business partners.

#LI-FH1

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.

Research shows that women and people from different minority 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.

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.