Senior Design Manager, Digital Integration, LEGOLAND

📍 Job Overview

Job Title: Senior Design Manager, Digital Integration, LEGOLAND

Company: The LEGO Group

Location: Billund, Denmark / London, United Kingdom

Job Type: Full time

Category: Digital Experience Design & Integration / Brand Experience Management

Date Posted: 2026-09-01

Experience Level: Mid-Senior Level (estimated 5-10 years)

Remote Status: Hybrid (average 3 days per week in office)

🚀 Role Summary

• Drive the LEGOLAND brand vision by leading innovative digital experience projects across attractions and products, aligning with approved investment plans and core brand tenets.

• Oversee the seamless integration of digital experiences within Creative Play Lab (CPL) products, physical attractions, and broader digital innovation initiatives.

• Cultivate and manage a premium collaborative relationship with Merlin Entertainments' digital experience design teams to ensure synergistic value creation.

• Act as the primary subject matter expert for digital experiences within LEGOLAND attractions and the broader Location-Based Entertainment (LBE) sector.

• Champion a future-focused test-and-learn approach for digital experiences, collaborating with LEGO Brand Parks & Experiences, LEGO Creative Play Lab, and Merlin creative teams.

📝 Enhancement Note: While the raw job description focuses on design and integration, the "Senior Design Manager" title and the emphasis on driving brand vision, stakeholder collaboration, and innovation suggest a role that blends strategic leadership with deep operational understanding of digital experience delivery within a large, global entertainment organization. The connection to LEGOLAND and Merlin Entertainments indicates a focus on physical and digital touchpoints for family entertainment.

📈 Primary Responsibilities

• Deliver the LEGOLAND brand vision by driving the "Foundations" and "LEGOLAND Heart" cornerstones through approved investment plans and innovative digital experience projects.

• Lead the integration of digital experiences across Creative Play Lab (CPL) products, attractions, and broader digital innovation initiatives, ensuring brand consistency and user engagement.

• Establish and nurture a premium collaboration model with Merlin Entertainments' digital experience design teams, ensuring strong partnership and value creation through shared objectives and clear communication channels.

• Partner with LEGO Brand Parks & Experiences, LEGO Creative Play Lab, and Merlin creative teams to develop and embed a future-focused test-and-learn approach for digital experiences, leveraging data and user feedback for continuous improvement.

• Act as the subject matter expert for digital experiences within LEGOLAND attractions and the wider Location-Based Entertainment (LBE) category, providing guidance and insights to cross-functional teams.

• Drive digital experience insights and learning agendas, leveraging guest feedback, market research, and performance analytics to influence future innovations and investment decisions.

• Support the Brand Assurance team through day-to-day review, guidance, and approval of digital experience submissions, ensuring adherence to LEGO brand standards and quality benchmarks.

• Provide creative leadership and governance across global and local innovation projects, ensuring digital experiences meet LEGO brand standards from concept through delivery, managing scope, timelines, and quality.

📝 Enhancement Note: The core responsibilities highlight a strategic and leadership-oriented role. The emphasis on "driving the brand vision," "establishing collaboration models," and "providing creative leadership and governance" indicates a need for strong strategic thinking, stakeholder management, and the ability to influence without direct authority, which are critical in operations and program management roles.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, Digital Media, Interactive Technologies, Business Administration, or a related field is typically expected for a Senior Manager role of this nature.

Experience: Proven experience delivering digital experiences end-to-end, with a minimum of 5-10 years in digital experience design, digital product development, interactive technologies, or a closely related field. Experience within the Location-Based Entertainment (LBE) sector or theme park industry is highly advantageous.

Required Skills:

• Strong background in digital experience design, digital product development, and interactive technologies.

• Proven experience delivering complex digital experiences from concept through to successful launch and ongoing optimization.

• Demonstrated expertise in integrating digital elements seamlessly into physical environments and consumer-facing products.

• Ability to apply and uphold rigorous brand principles within consumer-facing experiences, ensuring alignment with the LEGO brand identity.

• Experience collaborating effectively across multiple, diverse stakeholders, including creative, commercial, technology, and operational teams.

• Strong project leadership skills with a proven ability to influence without direct authority, particularly within a global matrix environment.

• Excellent communication, facilitation, and relationship-building skills, essential for managing diverse teams and stakeholders.

• Advanced English language proficiency, both written and verbal. Preferred Skills:

• Experience in managing digital innovation pipelines and portfolio investments.

• Familiarity with agile methodologies for digital product development and deployment.

• Knowledge of user research methodologies and data analysis for informing design decisions.

• Experience working with external partners and agencies in a vendor management capacity.

• Understanding of emerging technologies relevant to interactive and immersive experiences.

📝 Enhancement Note: The "Do you have what it takes" section directly translates to required skills. The "Senior Design Manager" title and the scope of responsibilities imply a need for strategic thinking, cross-functional leadership, and a deep understanding of operationalizing creative visions, which are key in operations roles.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrated case studies showcasing successful digital experience integration within physical environments or consumer products, highlighting innovation and user engagement.

• Examples of managing and delivering end-to-end digital projects, including scope definition, stakeholder alignment, and successful deployment.

• Evidence of applying brand principles to digital experiences, with clear examples of how brand guidelines were interpreted and implemented.

• Documentation or examples of collaborative frameworks or processes developed to ensure effective partnership with external creative or technology teams.

• Project examples that highlight a "test-and-learn" approach, demonstrating how data and feedback were used to iterate and improve digital experiences. Process Documentation:

• Workflow design and optimization examples for digital experience development lifecycles, from ideation to implementation and post-launch analysis.

• Documentation of processes used to ensure brand assurance and governance across multiple global and local projects.

• Examples of establishing and managing collaborative processes with cross-functional teams and external partners, such as Merlin Entertainments.

• Methodologies for driving insights and learning agendas, leveraging guest feedback, research, and performance metrics to inform future strategic decisions.

📝 Enhancement Note: Although not explicitly stated as "portfolio requirements," the responsibilities and skills imply a need for candidates to demonstrate their capabilities through concrete examples of past work. This section infers what a strong portfolio for this role would entail, focusing on process, integration, and brand adherence.

💵 Compensation & Benefits

Salary Range: For a Senior Design Manager role with these responsibilities in Billund, Denmark, or London, UK, the estimated annual salary range would typically be between €90,000 - €130,000 (approximately £77,000 - £111,000) depending on experience, specific location within the UK, and the exact scope of responsibilities. This estimate is based on industry benchmarks for senior management roles in digital experience, brand management, and entertainment sectors in Western Europe.

Benefits:

• Family Care Leave: Enhanced paid leave options for important family moments.

• Insurances: Comprehensive life and disability insurance for protection and peace of mind.

• Wellbeing: Resources and benefits designed to nurture physical and mental wellbeing, fostering community and creativity.

• Colleague Discount: Generous discount on LEGO products from day one.

• Bonus Scheme: Eligibility for a bonus scheme based on achieved company and individual goals.

• Workplace Flexibility: Hybrid work policy allowing an average of 3 days per week in the office, with eligibility to be discussed during recruitment.

Working Hours: The role is full-time, with an estimated standard working week of 40 hours. Flexibility may be expected based on project demands and global team collaboration needs, but the hybrid policy aims to balance work and personal life.

📝 Enhancement Note: The provided benefits are directly from the job description. The salary range is an estimate based on the role's seniority, responsibilities, and common compensation practices for similar positions in Denmark and the UK, considering the cost of living and market rates for specialized digital integration and brand management roles.

🎯 Team & Company Context

🏢 Company Culture

Industry: Toys & Entertainment, specifically focused on Location-Based Entertainment (LBE) through theme parks and attractions. The LEGO Group is a global leader in the toy industry, known for its commitment to play, creativity, and quality.

Company Size: The LEGO Group is a large, multinational corporation with tens of thousands of employees globally. This scale offers opportunities for broad impact and cross-functional collaboration, but also requires navigating a complex organizational structure.

Founded: The LEGO Group was founded in 1932. Its long history is built on innovation, quality, and a deep understanding of children's development and play. This heritage influences a culture that values creativity, long-term vision, and a strong sense of purpose.

Team Structure:

• The role sits within the LEGO Brand Parks & Experiences (LBPX) team, responsible for bringing the LEGO brand to life in physical spaces like LEGOLAND theme parks and hotels.

• This team collaborates closely with Merlin Entertainments, the operator of LEGOLAND parks, suggesting a hybrid operational model where LEGO sets the brand and creative direction, and Merlin executes and manages operations.

• The Senior Design Manager will likely work with a diverse set of internal LEGO teams (e.g., Creative Play Lab, Brand Assurance) and external Merlin teams (creative, digital experience design, operations).

• Reporting structure is not explicitly detailed but would likely be within a brand experience, creative, or product development division, reporting to a Director or VP level. Methodology:

• Data Analysis & Insights: The role emphasizes driving insights from guest feedback, research, and performance data to inform digital experience strategy and investment.

• Workflow Planning & Optimization: A key responsibility is leading the integration of digital experiences, requiring robust project planning, process definition, and optimization to ensure seamless delivery.

• Automation & Efficiency: While not the primary focus, efficiency in digital experience deployment and integration is implied, especially through effective collaboration and governance.

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

📝 Enhancement Note: Information on company size, founding, and industry is derived from general knowledge of The LEGO Group. The team structure is inferred from the job description's mention of LBPX, Merlin Entertainments, and cross-functional collaboration, painting a picture of a matrixed environment where brand strategy meets operational execution.

📈 Career & Growth Analysis

Operations Career Level: This role represents a Senior Management position within the Brand Experience and Digital Integration domain. It requires a blend of strategic foresight, creative leadership, project execution oversight, and strong stakeholder management. The focus on "driving the brand vision" and "integrating digital experiences" positions it at the intersection of brand strategy, product development, and operational delivery within the LBE sector.

Reporting Structure: The Senior Design Manager will likely report to a Director or Vice President overseeing Brand Parks & Experiences or a related global brand strategy function. They will manage relationships and influence outcomes with teams at Merlin Entertainments and within various LEGO departments, indicating a significant level of autonomy and responsibility for driving initiatives across organizational boundaries.

Operations Impact: The impact of this role is substantial, directly influencing the guest experience at LEGOLAND attractions worldwide. By ensuring digital innovations are seamlessly integrated and aligned with the LEGO brand, the role contributes to guest satisfaction, brand loyalty, and ultimately, the commercial success of LEGOLAND parks and related ventures. It bridges the gap between creative concepts and tangible, engaging experiences that millions of families enjoy.

Growth Opportunities:

• Operations Skill Advancement: Opportunities to deepen expertise in managing complex, global digital integration projects, refine stakeholder influence strategies, and develop advanced governance models.

• Leadership Development: Potential to grow into a Director-level role within Brand Parks & Experiences, leading larger teams or broader strategic initiatives for the LEGO Group's location-based entertainment portfolio.

• Cross-Functional Exposure: Gaining deeper insights into various operational facets of theme parks and entertainment venues through close collaboration with Merlin Entertainments and internal LEGO departments.

• Industry Influence: Becoming a recognized expert in digital experience design and integration within the LBE sector, potentially leading to speaking engagements or thought leadership opportunities.

📝 Enhancement Note: This section infers career trajectory and impact based on the "Senior" title and the described responsibilities, aligning with typical growth paths for management roles in global brand and product experience organizations.

🌐 Work Environment

Office Type: The role is based in either Billund, Denmark, or London, UK, implying a corporate office environment typical of a large multinational company like The LEGO Group. The hybrid work policy (average 3 days/week in office) indicates a blend of in-office collaboration and remote work flexibility.

Office Location(s):

• Billund, Denmark: The LEGO Group's global headquarters, offering a central hub for innovation and strategic decision-making.

• London, UK: A major global city providing access to diverse talent and potentially closer proximity to certain Merlin Entertainments operations or stakeholders.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on cross-functional collaboration suggest a workspace designed to facilitate team interactions, brainstorming sessions, and stakeholder meetings, both in person and virtually.

• Operations Tools & Technology: Access to standard corporate IT infrastructure, communication platforms (like Microsoft Teams, email), project management software, and potentially specialized digital design and collaboration tools.

• Team Interaction: Opportunities to interact with a diverse global team, including designers, brand managers, product developers, and operational leads from both The LEGO Group and Merlin Entertainments.

Work Schedule: The standard work schedule is likely aligned with the 40-hour week mentioned, with the hybrid policy allowing for flexibility in where work is performed. This structure supports the need for both focused individual work and collaborative team engagement, crucial for managing complex digital integration projects.

📝 Enhancement Note: This section extrapolates the work environment based on the hybrid policy, office locations, and the nature of the role, emphasizing the collaborative and flexible aspects.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of applications and resumes to assess alignment with required skills and experience, with a particular focus on digital experience design and integration within a brand context.

• Hiring Manager Interview: A discussion focused on your background, motivations, and understanding of the role's strategic objectives. Be prepared to speak about your experience in leading digital initiatives and managing stakeholders.

• Panel Interview(s): This may involve interviews with key stakeholders from LEGO Brand Parks & Experiences, Creative Play Lab, Brand Assurance, and potentially representatives from Merlin Entertainments. Expect questions assessing your leadership style, collaborative approach, problem-solving abilities, and strategic thinking regarding brand integration.

• Portfolio Presentation: A critical stage where you will be asked to present case studies from your portfolio. Focus on projects demonstrating digital experience design, integration, brand adherence, and successful stakeholder management. Highlight your role, challenges faced, solutions implemented, and measurable outcomes.

• Final Interview: Potentially with a more senior leader to discuss overall fit and strategic vision.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 projects that best showcase your expertise in digital experience design, integration, and brand application within consumer-facing environments. Prioritize projects relevant to LBE or similar immersive experiences.

• Structure for Impact: For each case study, clearly outline the challenge, your specific role and responsibilities, the process/methodology used, the solutions implemented, and the quantifiable results or impact achieved (e.g., user engagement metrics, brand consistency improvements, guest satisfaction scores).

• Highlight Integration: Specifically demonstrate how you've integrated digital elements into physical spaces or products, and how you managed cross-functional dependencies and collaborations.

• Brand Focus: Emphasize how you ensured LEGO brand standards were met and enhanced through the digital experiences you managed.

• Conciseness and Clarity: Be prepared to walk through your portfolio efficiently, focusing on key takeaways and demonstrating strong communication and storytelling skills.

Challenge Preparation:

• Scenario-Based Questions: Expect questions that present hypothetical challenges related to digital integration in theme parks or managing global brand experience initiatives. Prepare to outline your approach, considering stakeholder alignment, brand integrity, and operational feasibility.

• Strategic Thinking: Be ready to discuss your vision for digital experiences within the LEGOLAND context and how you would approach driving innovation while maintaining brand consistency.

• Collaboration Scenarios: Prepare examples of how you have successfully navigated complex stakeholder relationships, particularly in matrixed global organizations.

📝 Enhancement Note: This section infers the interview and portfolio process based on the seniority of the role, the nature of the responsibilities, and common practices for design and brand management positions in large corporations. The emphasis on portfolio presentation is crucial for design and experience roles.

🛠 Tools & Technology Stack

Primary Tools:

• Digital Design & Prototyping Tools: Proficiency in tools like Adobe Creative Suite (Photoshop, Illustrator, XD), Figma, Sketch, or similar platforms for conceptualizing and designing digital experiences.

• Project Management Software: Experience with tools such as Jira, Asana, Trello, Monday.com, or Microsoft Project for managing project timelines, tasks, and cross-functional workflows.

• Collaboration Platforms: Expertise in using tools like Microsoft Teams, Slack, Zoom, or Google Workspace for communication, virtual meetings, and team collaboration.

Analytics & Reporting:

• Web & App Analytics: Familiarity with tools like Google Analytics, Adobe Analytics, or similar platforms for tracking user behavior, engagement, and performance of digital experiences.

• Data Visualization Tools: Experience with tools like Tableau, Power BI, or Looker for creating dashboards and reports to communicate insights to stakeholders.

CRM & Automation:

• CRM Systems (Basic Understanding): While not a CRM role, an understanding of how digital experiences interact with customer data and CRM systems (like Salesforce) can be beneficial for context.

• Content Management Systems (CMS): Familiarity with CMS platforms (e.g., WordPress, Sitecore) might be relevant for digital content delivery aspects.

• Integration Platforms (Conceptual): Understanding the principles of how different digital systems and physical experiences are integrated, even if not directly hands-on with specific integration tools.

📝 Enhancement Note: The tools and technology stack are inferred based on the core responsibilities of digital experience design, integration, project leadership, and stakeholder management within a modern corporate environment.

👥 Team Culture & Values

Operations Values:

• Playful Creativity: Embracing the LEGO spirit of creativity, imagination, and fun in all aspects of work, especially in designing experiences for families.

• Brand Integrity: A deep commitment to upholding and enhancing the LEGO brand values and LEGOLAND's unique identity in every digital touchpoint.

• Collaboration & Partnership: Valuing strong, synergistic relationships with internal teams and external partners like Merlin Entertainments, fostering a shared sense of purpose.

• Innovation & Learning: Encouraging a culture of continuous improvement, experimentation, and embracing new technologies to create cutting-edge experiences.

• Guest Centricity: Prioritizing the guest experience, ensuring that all digital integrations are intuitive, engaging, and delightful for families with children.

Collaboration Style:

• Cross-Functional Integration: A proactive approach to working across diverse departments (creative, brand, technology, operations, commercial) and with external partners, ensuring seamless alignment and communication.

• Process Review & Feedback: Fostering an environment where processes for digital experience development and integration are regularly reviewed and improved based on feedback from all involved parties.

• Knowledge Sharing: Encouraging open sharing of insights, best practices, and learnings related to digital experiences and brand integration to elevate the entire team's capabilities.

📝 Enhancement Note: The team culture and values are inferred from The LEGO Group's known brand identity, their mission around play and children's development, and the job description's emphasis on collaboration and brand vision.

⚡ Challenges & Growth Opportunities

Challenges:

• Global Scale & Complexity: Managing digital integration across multiple LEGOLAND parks worldwide, each with unique operational contexts and local nuances, requires significant strategic planning and adaptability.

• Balancing Brand Vision with Operational Reality: Ensuring that innovative digital experiences are not only creatively sound but also operationally feasible, maintainable, and aligned with the standards set by Merlin Entertainments.

• Stakeholder Alignment: Navigating the interests and priorities of diverse stakeholders, including internal LEGO departments and external Merlin teams, in a global matrixed environment.

• Pace of Technological Change: Keeping abreast of rapidly evolving digital technologies and consumer expectations to ensure LEGOLAND experiences remain cutting-edge and relevant for families.

Learning & Development Opportunities:

• Operations Skill Advancement: Deepening expertise in project management, strategic planning, and governance within the unique context of location-based entertainment and brand experience management.

• Industry Trends & Technology: Opportunities to explore and integrate emerging technologies (AR, VR, AI, interactive installations) into physical guest experiences.

• Cross-Organizational Learning: Gaining invaluable insights into the operational models and creative processes of both The LEGO Group and Merlin Entertainments.

• Leadership Mentorship: Potential to be mentored by senior leaders within The LEGO Group's Brand Parks & Experiences division, guiding career progression towards larger leadership roles.

📝 Enhancement Note: Challenges and growth opportunities are derived from the role's scope, the industry context, and the inherent complexities of managing global brand experiences within a partnership model.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to integrating digital experiences into physical attractions while maintaining a strong brand identity. Can you provide a specific example from your portfolio?" (Focus on process, stakeholder management, and brand adherence)

• "How would you establish and manage a collaborative relationship with an operational partner like Merlin Entertainments to ensure successful digital experience delivery?" (Focus on partnership models, communication strategies, and conflict resolution)

• "Imagine a new digital technology emerges that could significantly enhance the LEGOLAND guest experience. What steps would you take to evaluate, pilot, and potentially integrate this technology across multiple parks?" (Focus on innovation process, risk assessment, and test-and-learn methodology) Company & Culture Questions:

• "What excites you about The LEGO Group's mission and the LEGOLAND brand? How do you see your role contributing to our commitment to 'play' and 'children's rights'?" (Research LEGO's values and mission statement)

• "How do you approach fostering a culture of innovation and continuous learning within a team, especially when working in a hybrid environment?" (Prepare examples of initiatives you've led or contributed to)

• "Describe a time you had to influence stakeholders with differing opinions to achieve a common goal. What was your strategy, and what was the outcome?" (Focus on communication, negotiation, and relationship-building skills) Portfolio Presentation Strategy:

• Tell a Story: Structure your portfolio presentation around clear narratives for each case study. Start with the problem, explain your strategic approach and execution, and conclude with the impact and learnings.

• Quantify Impact: Whenever possible, use data and metrics to demonstrate the success of your projects. This could include user engagement rates, conversion improvements, guest satisfaction scores, or brand consistency metrics.

• Showcase Integration: Clearly articulate how you integrated digital components with physical environments or products and managed the dependencies.

• Brand Guardianship: Emphasize your understanding and application of brand guidelines and how you ensured the LEGO brand was authentically represented.

• Engage and Interact: Be prepared for questions about your process, your decision-making, and how you would adapt your approach to LEGOLAND's specific context.

📝 Enhancement Note: Interview preparation advice is tailored to the specific responsibilities and context of the role, focusing on strategic thinking, collaboration, brand management, and the practical application of digital experience design within a large entertainment organization.

📌 Application Steps

To apply for this Senior Design Manager position:

• Submit your application through the provided Workday link on the LEGO Careers site.

• Customize Your Resume: Highlight experience in digital experience design, digital product development, interactive technologies, project leadership, and stakeholder management, using keywords from the job description. Quantify achievements wherever possible.

• Prepare Your Portfolio: Curate 3-5 strong case studies that demonstrate your expertise in digital experience integration, brand application, and project delivery within consumer-facing environments. Ensure clear articulation of challenges, solutions, and outcomes.

• Research The LEGO Group & LEGOLAND: Understand their brand values, mission, and the specifics of the LEGOLAND guest experience. Familiarize yourself with their commitment to children's rights and play.

• Practice Your Narrative: Be ready to articulate your experience, your strategic approach to digital integration, and your understanding of brand guardianship. Practice presenting your portfolio concisely and effectively.

• Prepare for Stakeholder Discussions: Anticipate questions about collaboration, influence, and managing diverse teams, especially in a global or partnership context.

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