Senior Manager, Membership Journey and Channel Excellence

As our Senior Manager, Membership Journey & Channel Excellence, you'll lead how we design and continuously improve LEGO® Insiders member journeys across branded and non-branded channels. This role will lead the cross-functional development of end-to-end membership journeys and define how channels and touchpoints work together across key lifecycle stages. Using member segments, member-centric design principles, feedback and satisfaction insights, you will identify the moments that matter and continuously improve the member experience.

You will report directly to the Senior Director, Membership Growth & Development.

• Senior experience leading best-in-class membership or customer journey development in an omni-channel context, delivering customer value and strong commercial results.
• Proven track record of designing and delivering end-to-end customer journeys and personalised communication at scale within an omni-channel context.
• Hands-on experience with customer journey tools, methodologies, processes and technology used to design customer communication and end-to-end journeys.
• Demonstrated ability to navigate complex stakeholder environments and build support across diverse groups in a global organisation, including effective collaboration with Product and Technology teams.
• Strong structured problem-solving and communication capabilities, with the ability to turn complexity into clear recommendations.
• Confident communicator with senior stakeholders, both written and verbal, able to convey clear recommendations grounded in strong analysis and insight.
• Positive, solution-oriented and collaborative, with the ability to work independently, set clear direction and influence stakeholders across organisational boundaries.

• Practical knowledge of journey mapping tools or enabling technologies used to design end-to-end consumer journeys.
• Background working in a global, multicultural organisation with a complex channel mix, including both D2C and B2B environments.

• Lead the cross-functional development of the LEGO® Insiders journey and channel excellence framework, establishing prioritised journeys, journey goals and channel experience standards.
• Establish membership journey management and mapping processes, defining critical journey moments and expected channel behaviour at each stage.
• Define the LEGO® Insiders journey lifecycle phases and related channels across acquisition, onboarding and retention, creating the foundational framework used by CRM Lifecycle & Personalisation teams.
• Shape the LEGO® Insiders channel approach, identifying optimal channels and touchpoints across prioritised journeys.
• Partner with Membership Operations to apply member feedback and satisfaction insights to refine journey definitions, priorities and channel excellence standards.
• Support the development and application of LEGO® Insiders personas based on strategic segments to inform journey and channel decisions.
• Drive cross-functional alignment on the role of membership channels and channel excellence goals across prioritised membership journeys.

If you've worked in a role where you've led end-to-end consumer journeys across multiple channels, you'll feel at home here. What matters most is how you've used consumer insights to identify opportunities, established frameworks or ways of working, and helped different teams turn them into change. Ideally, you'll also connect better consumer experiences with commercial outcomes.

You'll join Membership Growth & Development within Membership & Personalisation. We bring together interconnected capabilities to create sustainable member and business growth. We combine clear individual accountability with close teamwork, bringing different perspectives together to solve complex member and commercial challenges.

You'll help us turn complexity into clear opportunities across channels and touchpoints. Through strong analysis, collaboration and member-centric thinking, you will help create more seamless, personalised and rewarding journeys that drive stronger member participation, satisfaction and commercial value. You'll work closely with CRM Lifecycle & Personalisation, Membership Operations, channel teams, Digital Product and Technology.

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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.

Here is what you can expect: