Head of Douyin

Job Level: Director

Just imagine turning Douyin into a vibrant, content-led growth platform for the LEGO brand. Then make it real！

No relocation assistance is offered for this position

•Develop Douyin platform commercial strategy and roadmap for China towards 2030

•Lead Joint Business Planning (JBP) with Douyin, balancing growth, profitability, and brand health

•Lead the transformation of the Douyin platform business toward a scalable growth model by identifying platform opportunities, optimizing commercial strategies, and improving channel productivity.

•Partners with global and local cross-functional teams to align channel priorities, commercial plans, consumer strategies and brand activation.

•Lead business reviews with customers with aligned action list enabled by data insights

•Advocate for customers’ needs internally while holding customers accountable for meeting LEGO standards and commitments.

•Coordinate with internal teams (marketing, operations, supply chain) to ensure timely product launches and effective promotional execution.

•Foster a collaborative culture with One Team spirit across local and global functions.

•Build a cohesive and resilient team with shared purpose, strong team spirit, clear ownership, and execution momentum.

•Coach and empower team growth through feedback, co-creation, and capability building.

•Lead the strategic and operational management of Douyin partner, overseeing store operations, live streaming, and retail media to drive performance, ensure execution excellence and deliver agreed business objectives.

• Commercial Orientation: Deep focus on ensuring all activities have a clear line of sight to commercial impact and value creation.  

•Customer/Consumer/Shopper Orientation: Deep understanding of the dynamics driving consumers, shoppers, and channels—particularly in an increasingly digital landscape.  

•Collaboration and Influence: Strong capability to collaborate across boundaries while also challenging, choosing, and championing decisions. Able to create the conditions for effective cross-organizational collaboration and influence without formal authority.  

•Resilient Leadership & Change Agility: Demonstrated ability to lead self, teams, and organizations to deliver results and transform ways of working with resilience and vision. 

•Commercial Acumen​: The ability to understand and apply business knowledge to make sound decisions that contribute to the organization's financial and strategic objectives. 

•Customer Partnerships​: Entails uncovering and understanding customer needs to foster strong partnerships, deliver the Customer Value Proposition, and leverage this information to enhance sales strategies, improve customer retention, and drive sales growth 

•Joint Business Planning​: Identifying mutual areas for growth (LEGO and customer) and developing a robust, targeted plan with clear investment and counterpart parameters driving mutual benefits for both the customer and The LEGO Group 

•Douyin Operations: Experience managing Douyin store operations, including day-to-day trading and business performance.

•P&L Management: Owned a Douyin store P&L with accountability for profitability and investment decisions.

•Channel Strategy: Experience defining and executing Douyin channel strategy aligned with business growth objectives.

•High integrity, self-aware, and clear communicator with cultural sensitivity

• Direct experience driving shopper engagement, membership operations, and O2O initiatives

•Agile learner, up to date with digital retail trends

•Committed to team development and capability building

Here is what you can expect: