Senior Design Manager, Creative Innovation Lead, LEGOLAND® Parks

📍 Job Overview

Job Title: Senior Design Manager, Creative Innovation Lead, LEGOLAND® Parks Company: The LEGO Group Location: London, United Kingdom (Hybrid) / Billund, Denmark (Potential) Job Type: Other (Full-time assumed) Category: Creative Innovation & Design Management Date Posted: January 21, 2026 Experience Level: 5-10 Years Remote Status: Hybrid (Average 3 days/week in office)

🚀 Role Summary

• Lead the end-to-end experience design for new, innovative LEGOLAND® branded location-based entertainment experiences, from initial concept to final implementation.
• Drive creative innovation by staying abreast of global location-based entertainment industry trends, exploring emerging technologies, and identifying novel mechanics for immersive play and brand experiences.
• Spearhead internally funded innovation projects, including the conceptualization and development of LEGO-themed food and beverage experiences.
• Foster and maintain a premium partnership with Merlin Entertainments, facilitating regular communication and collaborative ideation sessions.
• Establish and refine new processes and operational workflows for effective collaboration with both internal stakeholders and external partners.
• Leverage data and insights to inform strategic decision-making for both short-term tactical execution and long-term strategic planning.

📝 Enhancement Note: While the job title and description focus heavily on design and innovation, the responsibilities around establishing new processes, working with partners, and leveraging data suggest a strong operational component. The "Creative Innovation Lead" aspect implies a need for strategic operational planning to bring innovative concepts to life at scale across multiple LEGOLAND® parks. This role bridges creative vision with the practical execution required for large-scale entertainment development.

📈 Primary Responsibilities

• Experience Design Leadership: Oversee the conceptualization, design, prototyping, and implementation of novel guest experiences for LEGOLAND® theme parks, water parks, hotels, and family entertainment centers.
• Innovation & Trend Analysis: Proactively research and analyze global trends in themed entertainment, interactive technologies, gaming mechanics, and guest engagement strategies to identify opportunities for LEGO® brand enhancement.
• Concept Development: Lead the ideation and development of new attraction concepts, show designs, interactive installations, and guest journey enhancements that align with the LEGO® brand ethos.
• Partnership Management: Act as a key liaison with Merlin Entertainments, managing day-to-day interactions, facilitating creative workshops, and ensuring seamless collaboration to deliver high-quality, on-brand experiences.
• Process & Workflow Optimization: Develop, document, and implement new processes for innovation management, cross-functional project execution, and partner collaboration to enhance efficiency and effectiveness.
• Data-Informed Decision Making: Collaborate with analytics teams to gather and interpret guest data, market research, and performance metrics to guide design decisions and validate innovative concepts.
• Cross-Functional Collaboration: Work closely with internal LEGO® teams (e.g., product development, marketing, brand management) and external creative partners to ensure cohesive brand representation and operational feasibility.
• Internal Innovation Funding: Manage the development pipeline for internally funded innovation projects, including the strategic design and operational planning for LEGO-themed F&B concepts.

📝 Enhancement Note: The responsibilities clearly indicate a need for strategic operational oversight in bringing creative concepts to life. This includes defining project lifecycles, managing partner integrations, and establishing repeatable processes that are crucial for scaling innovation across global entertainment venues.

🎓 Skills & Qualifications

Education:

• A Bachelor's degree in Design, Architecture, Experiential Design, Industrial Design, Entertainment Design, or a related creative field is preferred.
• Advanced degrees or specialized certifications in Innovation Management, Experience Design, or Project Management are highly advantageous.

Experience:

• 5-10 years of progressive experience in creative leadership roles, with a significant focus on experience design, innovation, and project management within the themed entertainment, attractions, or immersive experience industries.
• Proven track record of successfully leading the design and implementation of complex, large-scale entertainment projects from concept to completion.

Required Skills:

• Holistic Design Strategy: Ability to develop and articulate comprehensive design strategies that encompass user experience, brand narrative, and operational feasibility.
• Innovation Management: Demonstrated expertise in innovation methodologies, ideation techniques, and bringing novel concepts to market.
• Themed Entertainment Design: Deep understanding of the principles and best practices in designing compelling experiences for theme parks, attractions, and family entertainment centers.
• Immersive Play Experience Creation: Proven ability to design engaging, interactive, and memorable play experiences that resonate with target demographics, particularly families with children aged 2-12.
• Rapid Prototyping & Visualization: Proficiency in rapid prototyping tools and techniques, 3D visualization, storyboarding, and conceptual rendering to effectively communicate design ideas.
• User Experience (UX) Design: Strong skills in UX design principles, user journey mapping, and creating intuitive and engaging interactions for guests.
• Communication & Partner Engagement: Exceptional verbal and written communication skills, with a proven ability to effectively engage, influence, and manage relationships with internal teams, external partners, and stakeholders.
• Data Interpretation: Ability to gather, analyze, and interpret data (guest feedback, market trends, performance metrics) to inform design decisions and measure impact.

Preferred Skills:

• Premium Brand Experience Design: Experience in designing and executing high-end brand experiences that maintain luxury and exclusivity.
• People Leadership: Proven experience in leading and mentoring design teams, fostering a collaborative and innovative work environment.
• Food & Beverage Experience Design: Specific experience in conceptualizing and designing innovative F&B offerings and themed dining experiences.
• Knowledge of Emerging Technologies: Familiarity with AR/VR, interactive technologies, AI-driven experiences, and other emerging platforms relevant to entertainment design.

📝 Enhancement Note: The emphasis on "holistic design strategy" and "innovation management" alongside "themed entertainment design" highlights the operational backbone required for this role. Candidates must demonstrate not just creative flair but also the ability to structure and execute complex projects, manage partnerships effectively, and leverage data for strategic decision-making, all critical aspects of operational excellence in the entertainment sector.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies of Immersive Experiences: Showcase a minimum of 3-5 detailed case studies of significant location-based entertainment projects (theme park attractions, interactive installations, themed environments) you have led or significantly contributed to.
• Innovation Pipeline Examples: Include examples of new concepts or technologies you have explored, prototyped, or introduced, demonstrating your innovation process and foresight.
• User Journey & Interaction Design: Present examples of user journey maps, wireframes, interactive prototypes, or storyboards that illustrate your approach to designing engaging guest experiences.
• Cross-Functional Project Examples: Demonstrate your ability to manage complex projects involving multiple stakeholders, highlighting your role in coordination, communication, and problem-solving.
• Brand Integration Examples: Showcase how you have successfully integrated brand identity and narrative into physical or digital experiences.

Process Documentation:

• Innovation Process Framework: Outline your approach to managing an innovation pipeline, from ideation and concept validation to prototyping and pilot implementation.
• Design & Development Workflow: Provide a visual or documented workflow illustrating your typical process for designing and developing large-scale entertainment experiences, including key milestones and decision gates.
• Partner Collaboration Model: Detail your methodology for collaborating with external partners (e.g., agencies, technology providers, Merlin Entertainments), including communication protocols, feedback loops, and performance tracking.
• Data Integration & Measurement: Explain how you incorporate data and analytics into your design process and how you measure the success and ROI of implemented experiences.

📝 Enhancement Note: For a role focused on "Creative Innovation Lead," the portfolio is paramount for demonstrating practical application of creative vision within an operational framework. Candidates must showcase not just the "what" but the "how" – detailing the processes, methodologies, and strategic thinking that led to successful, innovative outcomes. This includes demonstrating their ability to operationalize creative ideas.

💵 Compensation & Benefits

Salary Range:

• Based on the Senior Manager level, the experience required (5-10 years), and the locations (London, UK; Billund, Denmark), we estimate a competitive annual salary range.
• For London: £70,000 - £100,000 per annum.
• For Billund: DKK 600,000 - 900,000 per annum.
• These estimates are derived from industry benchmarks for senior creative and innovation leadership roles in major European hubs and consider the specific demands of the themed entertainment sector.

Benefits:

• Family Care Leave: Enhanced paid leave options to support significant life events.
• Insurances: Comprehensive life and disability insurance for peace of mind.
• Wellbeing Resources: Access to programs and benefits designed to nurture physical and mental wellbeing, fostering community and creativity.
• Colleague Discount: A generous discount on LEGO® products, available from day one.
• Bonus Scheme: Eligibility for a bonus based on the achievement of team and company goals.
• Hybrid Work Policy: Average of 3 days per week in the office, offering flexibility.
• Relocation Assistance: Potential support for relocation if moving to Billund, Denmark, subject to negotiation and specific circumstances.

Working Hours:

• Standard full-time hours are assumed to be approximately 40 hours per week. The hybrid work policy allows for flexibility in structuring this, with an average of 3 days expected in the designated office location.

📝 Enhancement Note: The salary ranges are estimated based on the seniority of the role, the specialized nature of creative innovation in themed entertainment, and typical compensation for comparable positions in London and Billund. The benefits listed are directly from the provided text and are standard for large, established organizations like The LEGO Group. The hybrid work arrangement is explicitly mentioned.

🎯 Team & Company Context

🏢 Company Culture

Industry: Toys & Entertainment; Theme Parks & Attractions Company Size: The LEGO Group is a large, global enterprise, employing over 29,000 people worldwide. Merlin Entertainments, the operational partner for LEGOLAND® parks, is the second-largest theme park operator globally, hosting over 100 million guests annually across more than 100 attractions. This dual context highlights a corporate environment with a strong focus on children's development, play, and brand storytelling, combined with the operational scale and guest experience demands of a major entertainment provider.

Founded: The LEGO Group was founded in 1932. Merlin Entertainments was established in 1999. This history reflects a legacy of innovation and expertise in their respective fields.

Team Structure:

• The role sits within the LEGO Brand Park & Experience (LBPX) team, which is responsible for bringing the LEGO brand to life across all LEGOLAND® attractions (theme parks, water parks, hotels, family entertainment centers).
• This team operates in close partnership with Merlin Entertainments, a significant external entity providing operational expertise and managing the physical attractions.
• The "Senior Design Manager, Creative Innovation Lead" will likely lead a small, specialized team or function within LBPX, focusing on strategic innovation and experience design.
• Collaboration will be extensive, involving internal LEGO brand teams and the creative/commercial teams at Merlin Entertainments.

Methodology:

• Data-Driven Innovation: Emphasis on using guest data, market research, and performance metrics to inform creative and strategic decisions.
• Collaborative Design Thinking: A process that encourages cross-functional brainstorming, prototyping, and iterative development with both internal and external partners.
• Brand-Centric Experience Creation: All initiatives must be deeply rooted in the LEGO® brand values, storytelling, and play principles.
• Agile Implementation: While not explicitly stated, the need to "establish new processes" and work with external partners suggests an agile approach to project management and deployment.

Company Website: https://www.lego.com/

📝 Enhancement Note: The company culture is deeply intertwined with the LEGO® brand's core values of creativity, imagination, and child development. The partnership with Merlin Entertainments introduces an operational layer focused on delivering large-scale, guest-facing entertainment. The LBPX team acts as the brand guardian and innovation engine, working collaboratively to translate LEGO®'s essence into physical experiences.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior Managerial role within Creative Innovation and Experience Design, with a significant focus on operationalizing creative concepts for large-scale entertainment venues. It sits at a critical intersection, requiring strategic vision, design leadership, and practical execution oversight. The role is positioned to influence the future direction of LEGOLAND® guest experiences globally.

Reporting Structure: The role likely reports to a Director or VP within the LEGO Brand Park & Experience (LBPX) team. Close collaboration and reporting will also occur with key stakeholders at Merlin Entertainments.

Operations Impact: The impact of this role is substantial. By leading the innovation and design of new experiences, this position directly influences guest satisfaction, brand perception, and ultimately, the commercial success of LEGOLAND® attractions worldwide. Effective operationalization of creative ideas translates into tangible guest engagement and revenue generation.

Growth Opportunities:

• Strategic Leadership: Potential to move into Director or VP roles within the LBPX team or broader LEGO® brand experience divisions, overseeing larger portfolios and strategic initiatives.
• Specialization: Deepen expertise in specific areas like immersive technology integration, themed F&B design, or sustainable attraction development.
• Global Project Management: Opportunity to lead major global projects and expand influence across different regions and Merlin Entertainments' diverse portfolio.
• Cross-Functional Advancement: Transition into roles in Brand Management, Product Development, or Strategic Partnerships within The LEGO Group.
• Leadership Development: The LEGO Group is known for investing in its employees; opportunities for leadership training, executive coaching, and participation in high-level strategic planning are likely available.

📝 Enhancement Note: This role offers a unique blend of creative leadership and operational strategy, providing a strong platform for career advancement within the entertainment and brand experience sectors. The ability to bridge creative innovation with tangible, scalable execution is a highly valued skill set.

🌐 Work Environment

Office Type: The role is based in a hybrid work model. This suggests an office environment that supports collaboration, ideation sessions, and team meetings, alongside flexible remote work. The LEGO Group's offices are typically designed to foster creativity and community.

Office Location(s):

• Primary: London Hub, United Kingdom. This location likely provides access to a vibrant creative and business ecosystem, as well as proximity to potential partners.
• Potential Alternative: Billund, Denmark. This is the global headquarters for The LEGO Group, offering deep immersion in the brand's heritage and innovation culture. Relocation might be considered for candidates suited to this location.

Workspace Context:

• Collaborative Spaces: Offices are likely equipped with meeting rooms, brainstorming areas, and potentially maker spaces or labs to support design and prototyping activities.
• Technology & Tools: Access to standard office technology, design software, and potentially specialized tools relevant to VR/AR or rapid prototyping will be available.
• Team Interaction: The hybrid model necessitates intentional team interaction, fostering a culture where in-office days are maximized for collaborative work, strategic discussions, and team building.

Work Schedule: The hybrid model implies a flexible work schedule, with an average of three days per week in the designated office location. This allows operations professionals to balance focused individual work (potentially remote) with essential in-person collaboration and team engagement.

📝 Enhancement Note: The hybrid work environment is designed to balance the need for focused creative work and operational planning with the benefits of in-person collaboration essential for innovation and partnership management. The choice between London and Billund offers candidates distinct cultural and operational immersion opportunities within The LEGO Group.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio by the recruitment team to assess alignment with core requirements.
• Hiring Manager Interview: A discussion focused on your experience, leadership style, strategic thinking, and understanding of the role's responsibilities. Expect questions about your innovation process and approach to themed entertainment design.
• Creative/Technical Assessment: This may involve a design challenge, a presentation of your portfolio, or a deep dive into specific case studies. The focus will be on your ability to conceptualize, prototype, and articulate innovative guest experiences.
• Cross-Functional/Partner Interview: An interview with key stakeholders from internal LEGO® teams and potentially Merlin Entertainments to assess collaboration skills, communication effectiveness, and cultural fit.
• Final Interview: A discussion with senior leadership to finalize the decision, often focusing on strategic alignment and long-term vision.

Portfolio Review Tips:

• Curate for Relevancy: Select projects that best demonstrate your experience in themed entertainment, immersive experiences, innovation, and cross-functional project leadership.
• Highlight Your Role: Clearly articulate your specific contributions, responsibilities, and impact within each project. Use "I" statements for individual contributions and "We" for team efforts.
• Showcase the Process: For each case study, detail your design thinking process, ideation techniques, prototyping methods, and how you leveraged data or insights.
• Quantify Impact: Whenever possible, include metrics or outcomes that demonstrate the success of your projects (e.g., guest satisfaction scores, revenue impact, operational efficiency improvements).
• Demonstrate Innovation: Feature projects that showcase your ability to push boundaries, explore new technologies, or develop unique concepts.
• Storytelling: Present your portfolio as a narrative, explaining the problem, your approach, the solution, and the results.

Challenge Preparation:

• Understand the LEGO® Brand: Familiarize yourself with the LEGO® brand values, target audience (families with children 2-12), and the LEGOLAND® park experience.
• Research Industry Trends: Be prepared to discuss current and emerging trends in themed entertainment, interactive technologies, and guest engagement.
• Prepare Case Studies: Have 2-3 detailed case studies ready to present, covering different aspects of your experience (e.g., a large-scale attraction, an innovative concept, a successful partnership).
• Think Operationally: Consider how creative ideas are translated into feasible, scalable, and financially viable attractions. Be ready to discuss the operational considerations of your proposed solutions.
• Practice Presentation: Rehearse your portfolio presentation and any potential design challenge responses to ensure clarity, conciseness, and confidence.

📝 Enhancement Note: The interview process for a role like this heavily emphasizes practical application and strategic thinking. Candidates must be prepared to not only showcase creative talent but also demonstrate a robust understanding of project execution, partnership management, and the operational realities of bringing large-scale entertainment experiences to life.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping Software: Proficiency in industry-standard tools such as Adobe Creative Suite (Photoshop, Illustrator, InDesign), 3D modeling software (e.g., SketchUp, Rhino, Blender, Autodesk Maya/3ds Max), and potentially CAD software for technical drawings.
• UX/UI Design Tools: Experience with tools like Figma, Sketch, Adobe XD for wireframing, prototyping, and user flow design.
• Project Management Software: Familiarity with tools like Asana, Trello, Jira, or Monday.com for managing project timelines, tasks, and team collaboration.
• Visualization & Presentation Tools: Software for creating compelling visual presentations, storyboards, and mood boards (e.g., PowerPoint, Keynote, Prezi, Procreate).

Analytics & Reporting:

• Data Analysis Tools: Ability to work with data from various sources. Familiarity with tools like Google Analytics, Tableau, Power BI, or similar platforms for understanding guest behavior and performance metrics.
• Survey & Feedback Tools: Experience with platforms like SurveyMonkey, Typeform, or internal feedback systems to gather guest insights.

CRM & Automation:

• While not a direct CRM role, understanding how guest data is managed and utilized is beneficial. Familiarity with CRM concepts and how they integrate with guest experience platforms could be an advantage.
• Collaboration Platforms: Proficiency in tools like Microsoft Teams, Slack, Zoom for communication and virtual collaboration.

📝 Enhancement Note: The technology stack for this role is a blend of creative design tools and operational project management/analytics platforms. The emphasis is on tools that facilitate visualization, rapid prototyping, and effective collaboration across multiple disciplines and external partners.

👥 Team Culture & Values

Operations Values:

• Creativity & Imagination: A core value, encouraging out-of-the-box thinking and the development of magical, engaging experiences.
• Playfulness: Infusing fun and play into the work itself, reflecting the LEGO® brand's essence.
• Collaboration: Strong emphasis on teamwork, open communication, and building positive relationships with internal teams and external partners like Merlin Entertainments.
• Data-Driven Decisions: Valuing insights and evidence to inform creative direction and operational strategies, ensuring innovation is both impactful and feasible.
• Child Focus: A fundamental commitment to understanding and serving the needs and interests of children aged 2-12, ensuring all experiences are safe, inspiring, and age-appropriate.
• Continuous Improvement: A culture that encourages the establishment of new processes and ways of working to enhance efficiency and effectiveness.

Collaboration Style:

• Partnership-Oriented: A proactive and communicative approach to working with Merlin Entertainments, fostering a true partnership based on shared goals.
• Cross-Functional Integration: Seamless collaboration with various LEGO® departments (product, marketing, brand) to ensure brand consistency and holistic experience design.
• Open Feedback Culture: Encouraging constructive feedback exchanges to refine designs and processes, driving continuous improvement.
• Shared Vision: Aligning diverse teams around a common vision for creating exceptional guest experiences that embody the LEGO® brand.

📝 Enhancement Note: The culture values a unique blend of imaginative creativity and pragmatic operational execution. The emphasis on collaboration, particularly with a major partner like Merlin Entertainments, requires strong interpersonal skills and a shared commitment to brand integrity and guest satisfaction.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Innovation with Brand Integrity: Ensuring that new, cutting-edge experiences remain authentically aligned with the core LEGO® brand values and target audience.
• Operationalizing Creative Concepts: Translating ambitious creative visions into practical, scalable, and budget-conscious realities across multiple global locations.
• Managing Complex Partnerships: Navigating the dynamics of a significant partnership with Merlin Entertainments, ensuring alignment and smooth execution across different organizational structures.
• Staying Ahead of Trends: Continuously identifying and integrating emerging technologies and entertainment trends in a rapidly evolving industry.
• Data Integration for Creative Decisions: Effectively leveraging diverse data streams (guest feedback, market analytics, operational metrics) to inform creative and strategic choices.

Learning & Development Opportunities:

• Advanced Design & Innovation Training: Access to workshops and courses on emerging technologies, UX innovation, and future-forward design methodologies.
• Strategic Partnership Management: Opportunities to hone skills in managing large-scale, high-stakes business partnerships.
• Global Project Leadership: Experience leading significant international projects with substantial budgets and high visibility.
• Mentorship Programs: Access to senior leaders within The LEGO Group for guidance and career development.
• Industry Conferences: Potential to attend leading industry events in themed entertainment, design, and innovation to stay current and network.

📝 Enhancement Note: This role presents exciting challenges at the forefront of experiential design and brand activation. The opportunities for growth are significant, offering pathways into senior leadership roles within a globally recognized brand, with a strong focus on developing both creative and operational expertise.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a completely new, immersive experience for a theme park. How do you balance creative ambition with operational feasibility and brand alignment?" (Focus on your innovation process, design thinking, and operational considerations.)
• "Walk us through a time you had to manage a complex partnership to deliver a creative project. What were the challenges, and how did you ensure success?" (Highlight your collaboration, communication, and stakeholder management skills.)
• "Imagine we want to introduce a new LEGO-themed food and beverage experience. What data would you seek, what key considerations would you prioritize, and what would be your initial steps?" (Demonstrate your data-driven approach and understanding of operational planning for F&B.)

Company & Culture Questions:

• "What excites you most about The LEGO Group and the LEGOLAND® brand? How do you see your role contributing to our mission of inspiring children through play?" (Showcase your understanding of the brand and your passion.)
• "How would you foster a culture of innovation within a cross-functional team, especially when working with external partners like Merlin Entertainments?" (Discuss your leadership and team-building approach.)
• "How do you measure the success of an innovative experience? What metrics are most important to you, and how would you track them?" (Emphasize your analytical and results-oriented mindset.)

Portfolio Presentation Strategy:

• Tell a Story: Structure your portfolio presentation around clear narratives for each project – the challenge, your unique approach, the execution, and the measurable results.
• Focus on Impact: Clearly articulate the "why" and "so what" of your work. Quantify achievements where possible (e.g., increased guest engagement, improved operational efficiency, successful brand integration).
• Demonstrate Operational Thinking: For each project, touch upon the operational considerations, challenges overcome, and how you ensured feasibility and scalability.
• Be Prepared for Deep Dives: Anticipate questions about your specific contributions, design decisions, and the technical/operational aspects of your projects.
• Showcase Adaptability: Highlight projects where you had to adapt to changing requirements, unexpected challenges, or evolving market trends.

📝 Enhancement Note: Interview preparation should focus on demonstrating a blend of creative vision, strategic operational planning, and strong partnership management skills. Candidates need to showcase how they can translate innovative ideas into tangible, successful experiences that align with the LEGO® brand and LEGOLAND®'s operational realities.

📌 Application Steps

To apply for this Senior Design Manager, Creative Innovation Lead position:

• Submit your application through the provided link on the LEGO® Careers portal.
• Customize your resume to highlight experience in creative innovation, experience design, themed entertainment, project leadership, and cross-functional collaboration. Ensure keywords from the job description are naturally integrated.
• Prepare your portfolio with a focus on showcasing relevant case studies that demonstrate your end-to-end process, from ideation and prototyping to implementation and impact measurement. Ensure it highlights your operational thinking.
• Research The LEGO Group and Merlin Entertainments thoroughly, understanding their brand values, target audiences, and recent initiatives in the entertainment sector.
• Practice articulating your experience using the STAR method (Situation, Task, Action, Result) for behavioral questions, and prepare to discuss your portfolio in detail, emphasizing both creative and operational aspects.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with The LEGO Group hiring organization before making application decisions.