Branded Retail Channel Lead (LEGO Certified Stores & Merlin)

Are you excited to be part of an ambitious growth journey, shaping how LEGO comes to life across our LEGO® Certified Stores? Join us and step into a pivotal role to shape exceptional retail experiences while driving sustainable business growth across Singapore and Malaysia!

Core Responsibilities

• Channel Development: Key owner of overall channel leadership and management for LEGO Certified Stores (LCS) and LEGOLAND in Singapore and Malaysia. Drive Joint Business Plan with team & Top-To-Top (T2T) meetings (BU GM participation), and input into BU integrated Commercial Planning (ICP). Lead the channel strategy including collaboratively creating the activation calendar, channel budget management for trade investment, promotion, and marketing. Ensure precision in channel sales and stocks plan forecast. Support and lead the team to achieve channel goals. Ensure all activities are aligned with company standards and compliance requirements. Be on the constant lookout for growth opportunities in this space by being in close contact with Singapore and Malaysia malls.
• Partner Relationship Management: Build and maintain strong partnerships in LCS and LEGOLAND through effective communication and joint initiatives. Drive continuous improvement in enhancing partnership experiences, including addressing any partner challenges/issues/concerns in a timely manner. Align on shared objectives and conduct regular performance reviews to ensure mutual success and growth. Be fully accountable for Customer Pulse, ensuring sustained long-term partnership motivation and satisfaction, and drive needed actions with the channel team. Support quarterly business reviews with partners to assess performance, align future plans and address performance gaps or growth opportunities. Drive T2T dialogues with key partners monthly with BU GM.
• People Leadership: Lead a team of 2 Key Account Managers and 2 Retail Excellence Managers across Singapore and Malaysia, providing clear direction and support. Enhance team capabilities through coaching, continuous feedback, career planning support and targeted training opportunities. Be an active member of the BU Commercial Leadership Team (LT), contributing to strategic direction and priorities, while role‑modeling leadership behaviours and collaboration to inspire high standards across the BU.
• Market Insights & Reporting: Monitor retail industry trends and competitive landscape to identify new opportunities for account growth and optimization. Deliver regular, structured updates to senior management on channel performance, challenges, and emerging opportunities. Co‑own and drive ICP and discussions along with the BU Commercial LT.

The branded channel strategy aims to boost brand awareness, enhance partner performance, and deliver a consistently high-quality retail experience for consumers and shoppers. As a key growth driver in Singapore and Malaysia, this strategy supports the business unit's growth plan by ensuring a consistent brand identity and enriching the consumer experience across all branded channel locations. The Channel Lead plays a pivotal role in executing this strategy, focusing on increasing brand visibility, optimizing partner performance, and maintaining a superior retail experience.

Do you have what it takes?

• Minimum 8 years of similar or relevant experience in channel and account management.
• Strong communication and interpersonal skills with demonstrated ability to work collaboratively with all levels of internal and external organizations.
• Excellent stakeholder management, and able to lead and influence horizontally and vertically.
• Strategic attitude with drive for excellent execution.
• Proven experience in resilient leadership with agility, leading/coaching/mentoring and developing individuals and teams.
• Solid understanding of retail operations, in‑store execution, merchandising standards, and consumer journey across physical retail environments.
• Hands‑on experience in retail store operations and management, within either directly operated stores or franchise/partner‑led retail environments.
• Proactive, self‑motivated attitude, demonstrating strong initiative and ownership.

What’s in it for you?

• 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 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. 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. Join the LEGO® team today.