Retail Play & Demo Experience Director
HybridCopenhagen, Capital Region, Denmark or Billund, South Denmark, Denmark
Job Summary
Shape the global strategy for in-store play, product demonstrations, and audience-led experiences across LEGO Brand Retail stores and LEGO.com. Drive innovation by developing scalable playbooks, frameworks, and retail concepts that influence both existing stores and future store concepts. Lead experimentation and continuous improvement by partnering with Digital, Retail Development, and Store Operations teams to test, measure, and scale new experiences. Collaborate with senior leaders in Store Design, Visual Merchandising, Category Management, Marketing, and Digital Product to deliver seamless omnichannel experiences. Build a high-performing specialist team that establishes best practice and creates a strong value case for investing in brand experiences through rigorous digital tracking and measurement.
Required Qualifications
- Significant experience creating exceptional retail, customer or brand experiences within premium direct-to-consumer or omnichannel businesses
- A proven track record of leading complex, cross-functional programmes and influencing senior stakeholders across multiple business functions
- Experience developing innovative customer experiences that blend physical and digital engagement and deliver measurable business impact
- Strong leadership and change management experience, with the ability to build, develop and inspire high-performing teams
- Excellent strategic thinking and execution skills, turning bold ideas into scalable global solutions
- A passion for consumer experience, retail innovation and creating memorable moments that strengthen brand connection
- Fluency in English, both written and verbal
- Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer
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