About the Role
Weare looking for someone who can lead the evolution of our retail stores to alifestyle and identity-led experience where people genuinely want to visit,talk about, and return to. This role will lead that transformation.
Thisrole sits at the intersection of retail, culture, community, events, anddigital engagement.
Youwill help bring our stores to life through engaging activations, culturallyrelevant campaigns, creator collaborations, and memorable customer experiencesthat attract both existing LEGO fans and entirely new audiences.
Youwill play a key role in shaping the launch and ongoing energy of our upcomingflagship store.
Thisis not a traditional retail marketing role.
Weare looking for someone who understands how physical retail, social media,fandoms, creators, and culture connect to create excitement, engagement, andrepeat visitation.
What You'll Be Responsible For
1. In-Store Experiences & Activations
- Plan, design, and execute engaging in-store experiences, launches, events, and seasonal activations
- Create experiences that encourage customers to visit, interact, and return regularly
- Coordinate activation rollouts across multiple store locations
- Work closely with store teams to ensure smooth and high-quality execution
2. Community & Audience Growth
- Drive engagement with new customer groups beyond traditional LEGO shoppers
- Develop community engagement initiatives across families, collectors, students, creators, tourists, and lifestyle audiences
- Build repeatable engagement concepts that create excitement, belonging, and return visits
- Strengthen relationships with local LEGO fan and creator communities
3. Digital & Physical Integration
- Support the creation of engaging content across social platforms
- Amplify in-store experiences through content, creators, community engagement, and social sharing
- Help turn physical retail experiences into highly shareable digital moments
- Identify culturally relevant story telling opportunities and trends that connect with audiences
4. Cultural & Lifestyle Campaigns
- Build and execute a 12-month cultural and identity calendar across themes such as gaming, football, motorsport, film, creativity, flowers, architecture, art, and pop culture
- Translate cultural moments and global LEGO campaigns into locally relevant retail experiences for Singapore audiences
- Coordinate collaborations and partnership activations
- Support event logistics and operational planning
- Manage timelines, communications, and campaign execution across activations and partnerships
- Build strong working relationships with key external stakeholders
5. Commercial Performance
- Understand how marketing and customer experience activity supports retail performance including traffic, conversion, basket size, and repeat visitation
- Help drive footfall, customer engagement, membership growth, and customer retention
- Balance creativity with practical execution, scalability, and operational realities
- Support initiatives that contribute to measurable store performance
6. Marketing Function Leadership
- Provide direction, prioritisation, and leadership across the company's marketing activities
- Manage and support the Senior Marketing Executive across campaign execution, social media, digital marketing, and operational coordination
- Oversee marketing planning and prioritisation across campaigns, activations, launches, and seasonal initiatives
- Ensure marketing activity is aligned across stores, campaigns, activations, partnerships, and digital channels
- Help improve the consistency, creativity, and effectiveness of the company's overall marketing output
- Coordinate with internal stakeholders, external partners, agencies, and store teams to ensure timely execution
