Influencer Marketing Manager (m/f/d) at the LEGO Group

Influencer Marketing Manager (m/f/d)

Full‑time, on‑site position based in Munich, Germany. This role offers a unique opportunity to turn social stories into LEGO® fan moments by shaping the earned influencer and creator marketing strategy for the LEGO® brand in Germany, Austria and Switzerland. The position is located in the Sales office in Grasbrunn, Munich, and follows a hybrid working model (3 days in the office, up to 2 days remote). It is a fixed‑term contract until the end of December 2027, and relocation support is not offered.

Responsibilities

• Contribute to the growth in the European Central markets (Germany, Austria and Switzerland) through insight‑led earned‑first executions; ignite via Creator Marketing third‑party conversations that reinforce LEGO brand values and stimulate brand desire.
• Own the EUC creator strategy end‑to‑end, from annual planning and budget management to campaign execution, content approvals and post‑campaign analysis, including performance measurement and translating data into valuable insights.
• Align global and regional communication strategies to local market needs and objectives, ensuring delivery of relevant content for our consumer audiences.
• Ensure implemented influencer and creator strategies and concepts are aligned within the local integrated marketing and go‑to‑market integrated marketing roll‑outs.
• Steer the local agency and talent management partners, ensuring quality, cost efficiency, brand fit and delivery of best practice and strong results that support LEGO Group’s business objectives in the Europe Central markets.
• Collaborate cross‑functionally with local stakeholders such as PR, Events, owned social media, brand management, sales, as well as regional and global functions to ensure local requirements are well represented in global earned and creator campaigns, leading to maximum ROI.
• Lead campaign execution: briefings, negotiations, contracting, content approvals, usage rights, and always‑on community management with creators and top‑tier talents.

The EUC Earned communications team sits within the broader EUC Marketing Team and plays an essential part in ensuring that the LEGO brand continues to grow and remain the leading toy brand in the European Central markets.

Qualifications

• Proven work experience in influencer & creator marketing.
• Demonstrated track record of generating impactful creator campaigns alongside experience in full funnel campaigns.
• A strong existing network of DACH creators, talent managers, and agencies.
• Deep platform fluency (TikTok, Instagram, YouTube) and experience with tools such as CreatorIQ, Kolsquare, or similar; strong understanding of influencer marketing best practices.
• Excellent negotiation and relationship‑building skills – creators love working with you.
• Excellent project management & KPI management skills.
• Experience in agency‑steering and managing budget against targets.
• Analytical mindset: comfortable in both reporting decks and content shoots.
• Solid understanding of German influencer marketing regulations and contract essentials.
• Experience in event management and paid media amplifications is a plus.
• Strong collaborator in internal multifunctional teams and with external agencies.
• Fluent in English, due to global collaborations.

Benefits

• Family Care Leave – enhanced paid leave options for important life moments.
• Insurances – life and disability insurance coverage for all colleagues.
• Wellbeing – resources and benefits to nurture physical and mental wellbeing, along with opportunities to build community and inspire creativity.
• Colleague Discount – generous discounts available from day one.
• Bonus Scheme – rewarded when goals are reached, if eligible.
• Workplace – mixed primary workplace location (office, store, or factory) with a hybrid policy of an average of 3 days per week in the office.

Applicants are encouraged to apply early, as we reserve the right to amend or withdraw listings at any time.

EEO Statement

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and belongs. The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (e.g., sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles within 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.

Just imagine building your dream career. Then make it real. Join the LEGO® team today.