Senior Director, Global Head of B2B Branded Channels

About the role

The LEGO Group is seeking a senior leader to drive the growth and performance of its B2B Branded Channels worldwide. This role combines strategic commercial planning, franchise management, and partnership development across LEGO Certified Stores, Merlin estate locations, and Travel Retail.

Key responsibilities

• Develop and govern a sustainable commercial model that ensures brand consistency and effective partner management.
• Lead the strategic expansion of B2B Branded Channels to increase the global footprint.
• Implement the global retail operating model to achieve strong store performance and growth.
• Provide product and sales training that empowers store teams.
• Collaborate with regional and local teams as a strategic partner.
• Maintain brand integrity across 900+ stores while adapting to regional nuances.
• Work with approximately 60 partners to create mutual value.
• Inspire and manage a direct team of 15 leaders and indirectly guide a global community of B2B professionals.

Required profile

• Extensive experience setting up partner‑lead retail frameworks or franchise management within a consumer or lifestyle brand.
• Proven transformational leader with a track record of elevating and professionalising a business or channel.
• Strong people‑leadership experience, capable of motivating and developing teams.
• Ability to simplify complex environments and make clear decisions.
• Hands‑on experience managing external partners or franchise networks with demonstrable results.
• Commercial foresight covering partner management, shopper experience, operational levers and store performance.
• Success influencing senior partners across a matrixed organisation.
• Excellent communication and relationship‑building skills, able to influence without authority.

Required skills