Earned Media & Events Manager

The LEGO Group is a globally recognized toy manufacturer known for its iconic interlocking plastic bricks that inspire creativity, learning, and play among children and adults worldwide. Established in Denmark, the company has grown into one of the most beloved and trusted brands in the world, championing innovation, quality, and a strong commitment to child development and wellbeing. The LEGO Group is widely admired for fostering a dynamic, inclusive, and diverse workplace culture where employees are supported to thrive both professionally and personally. Their mission is to "inspire and develop the builders of tomorrow," reflecting their focus on nurturing creativity, imagination, and education through play. The company operates globally with offices, stores, and factories spread across multiple countries and emphasizes sustainability, social responsibility, and equal employment opportunities in all its practices.

This opportunity is for the role of Earned Media & Events Manager in the United States, a pivotal position responsible for amplifying the LEGO brand presence by generating impactful earned media coverage and orchestrating standout product launches and events. This hybrid role involves three days per week at the office and combines strategic planning, creative execution, and partnership cultivation to accelerate brand engagement and consumer growth. The salary range for this role is $120,830.00 to $181,246.00, reflecting the anticipated responsibilities, market standards, and the candidate’s experience and skills. This role is ideal for individuals passionate about PR, event management, influencer engagement, and integrated marketing within the retail or consumer brand sectors.

As the Earned Media & Events Manager, you will be central to driving the strategic and tactical implementation of earned media campaigns aligned with the LEGO brand calendar in the U.S. market. Your primary responsibilities will include developing innovative and effective PR communication plans that incorporate consumer events, product launches, and culturally relevant activations. A key part of your role will be to lead event planning closely tied to brand activations aimed at improving consumer sales and maximizing PR output. You will collaborate extensively with internal teams and external PR and activation agencies to implement comprehensive PR tactics, including press releases, media kits, and story pitching.

Building and maintaining strong relationships with mainstream media, influencers across diverse interest areas, and other key external partners is critical to enhancing brand visibility and engagement. You will also integrate earned media initiatives within a broader omnichannel marketing mix, working collaboratively with other marketing channels and brand teams to achieve unified goals. Budget management and evaluation of project outcomes for continuous improvement form an essential part of the role, ensuring every activation is executed efficiently and achieves measurable business results.

Success in this role requires a demonstrated ability in PR, events, partnerships, or integrated marketing, preferably with experience in retail, lifestyle, FMCG, or consumer brands. You need to understand the retail environment and omnichannel marketing approach, possess a proven track record in managing agencies and media relations, and be experienced in delivering high-impact events and brand activations. Strong commercial acumen and the ability to translate creative concepts into tangible business outcomes are indispensable. Additionally, familiarity with influencer marketing from an earned media perspective, excellent presentation skills to vividly communicate ideas internally, and a collaborative working style that thrives on cross-functional teamwork are essential.

At LEGO, you will benefit from a flexible hybrid work model designed to promote work-life balance, with an average of three days per week at the primary workplace location. The company offers a competitive and comprehensive compensation package, including various benefits geared towards supporting your wellbeing, family life, and professional growth. This role does not include relocation support. The LEGO Group prioritizes equal employment opportunity and is deeply committed to creating a safe, valued, and inclusive environment for all employees. Joining LEGO means contributing to a meaningful mission that embraces play, creativity, sustainability, and the development of future generations.