Service Design Manager - Marketing Journeys

📍 Job Overview

Job Title: Service Design Manager - Marketing Journeys

Company: The LEGO Group

Location: London Hub, United Kingdom

Job Type: Full-Time

Category: Marketing Operations / GTM Strategy

Date Posted: May 01, 2026

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

Remote Status: Hybrid (Average 3 days in office)

🚀 Role Summary

• Drive the strategic design and optimization of complex, omnichannel marketing journeys across various digital touchpoints.

• Orchestrate digital ecosystems by influencing multidisciplinary teams to deliver critical business value through marketing-led growth initiatives.

• Translate user needs, business goals, and technical feasibility into seamless, integrated marketing experiences.

• Lead the discovery, research, and strategic framing to uncover opportunities and address pain points within the marketing funnel.

• Champion the impact of service design through compelling storytelling and advocacy across the organization.

📝 Enhancement Note: This role is positioned within the Digital Consumer Engagement (DCE) Marketing & Orchestration team, indicating a strong focus on customer-centric marketing strategies and operational execution. The emphasis on "Marketing Journeys" and "Digital Ecosystem Orchestration" suggests a need for a candidate who can bridge strategic marketing thinking with operational process design and cross-functional team leadership. The "Service Design Manager" title, combined with these responsibilities, implies a role that requires both deep user empathy and a pragmatic understanding of business impact and system feasibility.

📈 Primary Responsibilities

• Discovery & Research: Plan and facilitate user research and discovery activities in close collaboration with performance and growth marketing leads, audience teams, and product leads to identify user needs, pain points, and opportunities.

• Journey Mapping & Blueprinting: Lead the creation and management of "as-is" and "to-be" user journeys and comprehensive service blueprints, translating complex insights into actionable visual tools to inform strategic direction.

• Strategic Framing & Decision Support: Conduct strategic framing sessions, co-creation workshops, and design sprints to connect short-to-medium term ecosystem needs with long-term user lifecycle visions, bringing structure and clarity to ambiguous challenges.

• Narrative & Advocacy Development: Translate research insights into compelling narratives and visualizations that build empathy, articulate proposed journey improvements, and effectively champion the impact of service design across various organizational stakeholders.

• Cross-functional Alignment & Collaboration: Partner with internal and external multidisciplinary teams to interpret needs, manage expectations, and drive consensus on growth opportunities, ensuring cross-business alignment on journey mapping and service blueprint initiatives.

• Mentoring & Quality Assurance: Mentor and coach members of the DCE Marketing and Orchestration team to ensure consistency and quality across campaigns and touchpoints, fostering a collaborative environment for continuous improvement.

📝 Enhancement Note: The responsibilities highlight a blend of strategic thinking, user advocacy, and operational execution. The emphasis on "co-creation workshops," "design sprints," and "service blueprints" points to a need for structured problem-solving methodologies. The mentoring aspect suggests a senior role with a responsibility for team development and knowledge transfer within the marketing operations domain.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Marketing, Design, Business, Psychology, or a related field is typically expected for a Managerial role of this nature.

Experience: A proven track record of delivering results and leading complex, cross-functional initiatives, estimated at 5-10 years of progressive experience in service design, user experience, or related strategic marketing roles.

Required Skills:

• Service Design Expertise: Deep technical proficiency in service design principles, methodologies, and best practices.

• User Experience (UX) & User Research: Demonstrated experience in planning and facilitating user research, understanding user behavior, and translating insights into actionable strategies.

• Cross-functional Facilitation: Proven ability to lead and facilitate workshops, design sprints, and co-creation sessions with diverse teams.

• Journey Mapping & Service Blueprinting: Proficiency in mapping and managing multi-level user journeys and creating detailed service blueprints.

• Strategic Framing & Problem Solving: Ability to structure ambiguous problems, conduct strategic framing, and support decision-making with data-informed insights.

• Communication & Storytelling: Outstanding ability to communicate complex ideas, translate insights into compelling narratives, and advocate for design solutions to senior stakeholders.

• Analytical & Systems Thinking: Strong analytical skills and a systems-thinking mindset to identify actionable insights, prioritize efforts, and understand interconnected business processes.

• Collaboration & Influence: Natural collaborator adept at operating within complex, matrixed organizations and influencing strategic decisions across different business units.

• Mentoring & Leadership: Experience mentoring team members and fostering a culture of continuous improvement within a marketing or digital engagement context.

Preferred Skills:

• Experience within the consumer goods or toy industry.

• Familiarity with agile methodologies and project management frameworks.

• Knowledge of digital marketing platforms and marketing automation tools.

• Experience in data analysis and visualization for presenting impact.

📝 Enhancement Note: The requirements emphasize a strong blend of technical service design skills and soft leadership/collaboration abilities. Candidates should be prepared to demonstrate their proficiency in translating user insights into tangible business outcomes and influencing stakeholders in a large, complex organization. The "sense maker" requirement highlights the need for strategic synthesis and clear communication.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies: Showcase at least 2-3 detailed case studies demonstrating experience in managing complex, omnichannel marketing journeys from discovery to implementation.

• Journey Maps & Blueprints: Include examples of detailed user journey maps and service blueprints, clearly illustrating problem identification, proposed solutions, and resulting impact.

• Research Synthesis: Present examples of user research findings and how they were synthesized into actionable insights that drove strategic decisions.

• Cross-functional Collaboration Examples: Highlight instances where you successfully collaborated with and influenced multidisciplinary teams (e.g., marketing, product, engineering, sales) to achieve common goals.

• Impact & ROI Demonstration: Demonstrate how your service design initiatives led to measurable improvements in key performance indicators (KPIs) such as customer satisfaction, engagement, conversion rates, or operational efficiency.

Process Documentation:

• Workflow Design: Provide examples of how you have documented and optimized complex workflows related to marketing campaigns, customer engagement, or digital service delivery.

• Methodology Articulation: Be prepared to articulate your preferred service design methodologies, facilitation techniques, and research approaches.

• Data Integration: Show how you integrate data and analytics into your design process to inform decisions and measure outcomes.

📝 Enhancement Note: For a role of this nature, a strong portfolio is crucial. It should not only showcase the outputs (maps, blueprints) but also the process, the strategic thinking, and the demonstrable impact. Candidates should be ready to walk through their portfolio, explaining their role, the challenges, their approach, and the measurable results achieved.

💵 Compensation & Benefits

Salary Range: Based on market research for a Service Design Manager with 5-10 years of experience in London, UK, the estimated salary range is £65,000 - £90,000 per annum. This estimate considers the seniority of the role, the strategic impact, and the cost of living in London.

Benefits:

• Family Care Leave: Enhanced paid leave options for significant life events.

• Life & Disability Insurance: Comprehensive coverage for peace of mind.

• Wellbeing Resources: Support for physical and mental wellbeing, community building, and creativity.

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

• Bonus Scheme: Eligibility for bonus payments when company and individual goals are achieved.

• Hybrid Work Policy: An average of 3 days per week in the office, with flexibility discussed during recruitment.

Working Hours: Approximately 40 hours per week, with flexibility expected to meet project demands.

📝 Enhancement Note: The salary range is an estimate based on industry benchmarks for similar roles in London. The specific compensation will depend on the candidate's experience, qualifications, and negotiation. The benefits package is comprehensive, reflecting a commitment to employee wellbeing and work-life balance, which is attractive to mid-to-senior level professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Toy Manufacturing and Entertainment. The LEGO Group is a global leader in the industry, known for its innovation, quality, and strong brand identity.

Company Size: Large (Over 10,000 employees globally). This implies a complex corporate structure with opportunities for cross-functional collaboration and significant impact, but also a need for strong navigation of internal processes.

Founded: 1932. With a long history, the company blends tradition with a forward-looking approach, particularly in its digital transformation efforts.

Team Structure:

• Digital Consumer Engagement (DCE): This role sits within the DCE team, focusing on how the company interacts with consumers digitally.

• Marketing & Orchestration: The immediate team is responsible for marketing strategies and the operational execution (orchestration) of campaigns and customer journeys.

• Cross-functional Collaboration: The role requires close partnership with performance marketing, growth marketing, audience teams, product leads, and potentially other DCE functions, as well as broader business units.

Methodology:

• User-Centric Design: A strong emphasis on understanding and meeting user needs, driving the "Service Design" aspect of the role.

• Data-Informed Decision Making: Utilizing research and analytics to guide strategy and measure impact.

• Collaboration & Co-creation: Working in partnership with diverse teams to develop integrated solutions.

• Agile/Iterative Approach: Implied through "design sprints" and the need to adapt to evolving business and user needs.

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

📝 Enhancement Note: The LEGO Group is renowned for its strong culture centered around play, creativity, and children's development. While this role is in a corporate marketing function, elements of this playful, creative, and child-centric ethos are likely to permeate the work environment. The company's commitment to digital transformation is a key driver for roles like this.

📈 Career & Growth Analysis

Operations Career Level: This is a Managerial-level position within the Service Design and Marketing Operations domain. It signifies a move beyond individual contribution to leading strategic initiatives and influencing cross-functional teams. The role requires a blend of deep subject matter expertise and leadership capabilities.

Reporting Structure: The role reports into the DCE Marketing & Orchestration team. The specific reporting manager will likely be a Director or Head of Marketing Operations/Orchestration, who oversees the strategic direction and operational effectiveness of marketing campaigns and customer journeys.

Operations Impact: The Service Design Manager has a direct impact on the company's ability to engage consumers effectively through marketing channels. By optimizing marketing journeys, they contribute to key business objectives such as customer acquisition, retention, brand loyalty, and ultimately, revenue growth. Their work ensures a cohesive and positive customer experience across all digital touchpoints, which is critical for a consumer-facing brand like LEGO.

Growth Opportunities:

• Specialization: Deepen expertise in specific areas of service design, customer experience strategy, or digital marketing operations.

• Leadership Advancement: Progress to senior management roles, potentially leading larger teams or broader strategic functions within DCE or Marketing.

• Cross-functional Mobility: Opportunities to move into related strategic or operational roles within other parts of the LEGO Group.

• Industry Influence: Develop a reputation as an expert in marketing journey design and customer experience for a leading global brand.

📝 Enhancement Note: This role offers a significant opportunity for professionals looking to combine strategic marketing thinking with operational excellence in a globally recognized brand. The growth path is clear, with potential for both vertical advancement and horizontal development within the organization.

🌐 Work Environment

Office Type: The role is based in a "London Hub," suggesting a modern, collaborative office space designed to support hybrid work. This likely includes flexible work areas, meeting rooms equipped for hybrid collaboration, and amenities that foster employee wellbeing.

Office Location(s): London, United Kingdom. This provides access to a vibrant talent pool and a major global business center.

Workspace Context:

• Hybrid Collaboration: The environment will support both in-office collaboration (average 3 days/week) and remote work, requiring proficiency in digital collaboration tools and effective communication strategies for distributed teams.

• Technology & Tools: Access to standard office technology, as well as specialized tools for design, research, project management, and marketing automation.

• Team Interaction: Opportunities for regular interaction with the DCE Marketing & Orchestration team, as well as ad-hoc collaboration with various cross-functional departments.

Work Schedule: A standard 40-hour work week is expected, with flexibility to manage project timelines and deliver on strategic objectives. The hybrid nature of the work allows for some autonomy in managing one's schedule.

📝 Enhancement Note: The hybrid work model is a key aspect of the work environment, indicating a company that trusts its employees to manage their time effectively while ensuring adequate in-person collaboration for strategic initiatives. Candidates should be comfortable working in a dynamic, office-based setting that also embraces remote connectivity.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or Recruiter call to assess basic qualifications and cultural fit.

• Hiring Manager Interview: In-depth discussion about experience, skills, and alignment with role responsibilities. Expect questions on service design methodologies, journey mapping, and cross-functional collaboration.

• Portfolio Presentation & Case Study: A key stage where candidates will present their portfolio, likely including a detailed walkthrough of a relevant project. This may involve a specific case study or problem-solving exercise related to marketing journeys.

• Team/Stakeholder Interviews: Meetings with potential peers and key stakeholders from cross-functional teams (e.g., marketing, product) to assess collaboration style and strategic thinking.

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

Portfolio Review Tips:

• Curate Strategically: Select 2-3 of your most impactful projects that directly align with the responsibilities of a Service Design Manager for Marketing Journeys.

• Focus on Process & Impact: For each project, clearly articulate the problem, your role, the methodology used (research, mapping, facilitation), the solutions proposed, and most importantly, the measurable results and business impact. Use data and KPIs to support your claims.

• Visual Clarity: Ensure your journey maps, service blueprints, and other visual artifacts are clear, well-organized, and easy to understand.

• Storytelling: Frame your projects as compelling narratives. Explain the challenges, your thought process, how you navigated complexities, and what you learned.

• Company Context: Research The LEGO Group's brand, target audience, and current marketing efforts to tailor your presentation and demonstrate your understanding of their business.

Challenge Preparation:

• Anticipate Case Studies: Be prepared for a case study or a tactical problem-solving exercise related to optimizing a specific marketing journey or addressing a customer pain point.

• Structure Your Thinking: Practice structuring your responses using frameworks like STAR (Situation, Task, Action, Result) for behavioral questions and a logical problem-solving approach for case studies.

• Highlight Collaboration: Emphasize how you would work with different teams to gather information, gain buy-in, and implement solutions.

• Focus on Measurable Outcomes: Be ready to discuss how you would measure the success of any proposed solutions.

📝 Enhancement Note: The interview process will likely be rigorous, with a strong emphasis on practical application of service design principles and the ability to demonstrate tangible business impact. The portfolio presentation is a critical component, so candidates should invest significant time in preparing it.

🛠 Tools & Technology Stack

Primary Tools:

• Service Design & Prototyping Tools: Figma, Sketch, Adobe Creative Suite (Illustrator, Photoshop), Miro, Mural (for collaboration and workshops).

• Journey Mapping Software: Smaply, Custellence, or similar dedicated journey mapping tools.

• User Research Platforms: SurveyMonkey, Typeform, UserTesting.com, Hotjar, Google Analytics.

Analytics & Reporting:

• Web Analytics: Google Analytics, Adobe Analytics (for understanding user behavior on digital touchpoints).

• CRM Analytics: Salesforce, HubSpot (to understand customer lifecycle data and interaction history).

• Data Visualization: Tableau, Power BI (for creating dashboards and reports to communicate insights).

CRM & Automation:

• CRM Systems: Salesforce (likely used for customer data management and sales/marketing integration).

• Marketing Automation Platforms: Adobe Marketing Cloud, Marketo, HubSpot (for orchestrating marketing campaigns and customer journeys).

• Project Management Tools: Jira, Asana, Trello (for managing cross-functional projects and workflows).

📝 Enhancement Note: Proficiency with a range of design, research, collaboration, and analytics tools is expected. While specific tools may vary, the candidate must demonstrate the ability to leverage technology to understand users, map journeys, facilitate collaboration, and measure impact within a digital marketing context.

👥 Team Culture & Values

Operations Values:

• Customer Centricity: A deep commitment to understanding and prioritizing the needs and experiences of consumers in all marketing efforts.

• Creativity & Playfulness: Embracing innovative approaches and a positive, imaginative mindset, reflecting the LEGO Group's core ethos.

• Collaboration & Teamwork: Valuing collective effort, open communication, and mutual support across diverse teams and functions.

• Excellence & Quality: Striving for high standards in all deliverables, from research insights to journey design and campaign execution.

• Data-Driven Insights: A commitment to using data and research to inform strategic decisions and measure the effectiveness of marketing initiatives.

Collaboration Style:

• Partnership-Oriented: Actively seeking to build strong working relationships with peers in marketing, product, digital engagement, and other departments.

• Empathetic & Inclusive: Encouraging diverse perspectives and ensuring all voices are heard during collaborative sessions.

• Transparent & Communicative: Maintaining open lines of communication regarding progress, challenges, and insights.

• Solution-Focused: Working collaboratively to identify and implement effective solutions to complex marketing journey challenges.

📝 Enhancement Note: The culture at The LEGO Group is famously positive and child-focused. This role will likely require an individual who can integrate that inherent brand spirit into professional marketing operations, fostering a collaborative and innovative environment while maintaining a rigorous focus on business objectives.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Complexity: Effectively leading and influencing diverse, multidisciplinary teams within a large, matrixed organization to achieve alignment on marketing journey strategies.

• Balancing User Needs with Business Goals: Synthesizing potentially competing user needs with strategic business objectives and technical feasibility constraints.

• Measuring Impact: Quantifying the ROI of service design initiatives and demonstrating their direct contribution to business outcomes in a complex marketing ecosystem.

• Adapting to Evolving Digital Landscapes: Staying abreast of new technologies, consumer behaviors, and marketing trends to ensure marketing journeys remain relevant and effective.

Learning & Development Opportunities:

• Advanced Service Design: Opportunities to deepen expertise in specialized areas of service design, customer experience strategy, or digital transformation.

• Cross-functional Exposure: Gaining broader business acumen by working closely with various departments across The LEGO Group.

• Leadership Development: Access to leadership training programs and mentorship to enhance management and strategic influence skills.

• Industry Trends & Conferences: Support for attending relevant industry events, workshops, and conferences to stay current with best practices in marketing, service design, and digital engagement.

📝 Enhancement Note: The challenges presented are typical for a senior role in a large, dynamic company. The growth opportunities are significant, offering a clear path for career progression and skill enhancement within a leading global brand.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to influence a senior stakeholder or a cross-functional team to adopt a new marketing journey strategy. What was your approach, and what was the outcome?" (Focus on influence, communication, and stakeholder management.)

• "How do you approach mapping a complex, omnichannel customer journey? Walk me through your typical process, including the tools and techniques you use." (Focus on methodology, tools, and detail orientation.)

Company & Culture Questions:

• "What excites you about The LEGO Group and this specific role? How do you see your skills contributing to our mission?" (Focus on research, enthusiasm, and alignment with brand values.)

• "How do you foster collaboration and alignment when working with teams that have different priorities or perspectives?" (Focus on teamwork, empathy, and conflict resolution.)

Portfolio Presentation Strategy:

• Tell a Story: Structure your presentation around a narrative for each case study. Start with the challenge, explain your process, highlight key decisions, and conclude with the impact and learnings.

• Quantify Impact: Use data and metrics (e.g., conversion rate improvements, NPS scores, task completion rates) to demonstrate the tangible results of your work.

• Show, Don't Just Tell: Visually showcase your journey maps, service blueprints, and research findings. Explain the rationale behind your design choices.

• Be Prepared for Deep Dives: Anticipate detailed questions about your role, the challenges you faced, and the rationale behind your decisions. Be ready to discuss alternative approaches you considered.

📝 Enhancement Note: Interviewers will be looking for a candidate who can not only design effective marketing journeys but also lead, influence, and drive measurable business outcomes within a complex organizational structure. Strong preparation in articulating your process, impact, and collaborative approach is key.

📌 Application Steps

To apply for this Service Design Manager position:

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

• Portfolio Customization: Tailor your resume and portfolio to highlight experience in marketing journeys, cross-functional collaboration, user research, and demonstrable impact on business metrics.

• Resume Optimization: Ensure your resume clearly articulates your experience with service design methodologies, journey mapping, and stakeholder management, using keywords from the job description.

• Interview Preparation: Practice articulating your process, methodology, and impact using specific examples from your portfolio. Prepare to discuss how you would approach challenges specific to The LEGO Group's marketing efforts.

• Company Research: Thoroughly research The LEGO Group's brand, mission, values, and current marketing initiatives to demonstrate genuine interest and understanding of their business context.

⚠️ 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's hiring organization before making application decisions.