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Brand roles - Gadgets & toys

JESTRTG/21111 - Lego Group - General Manager, Singapore, Malaysia and Travel Retail - Singapore - Apply here

Are you ready to lead the growth of the LEGO Group Singapore, Malaysia and Travel Retail (SMTR) Business within the APAC Market Group? We are seeking a dedicated, commercially minded General Manager to lead SMTR markets to help us achieve our aim to reach millions of children globally with LEGO® experiences!

This is a fully integrated, channel led Business Unit designed to drive deeper focus and unlock new growth opportunities in these high-potential markets with strong brand affinity. The BU is complex with each market varying in maturity and challenge, you can imagine, this set-up requires the ability to set and implement a differentiated yet prioritized commercial strategy. The Gross Revenue size is currently 543m DKK with an organization strength of ~35 primarily Sales, Marketing & Operations employees spread out across Singapore and Malaysia.


We are looking for a dynamic General Manager with a country-led focus, giving us the opportunity to maximise local proximity and presence where possible.

Overall, the ambition is to



  • Continue the strong growth momentum and deliver the BU ICP growth plan for 2024 as well as strengthen the organization for future stable growth

  • SMTR is branching out of the SEA BU, hence the important task for this role to build a strong organization foundation with right capabilities needed for the future and continuing the very healthy motivation and satisfaction sentiment that BU SEA had.


This position is part of Asia Pacific Leadership team and reports directly to the APAC Regional President.

Core Responsibilities

Success for the person who takes on this challenge would be to



  • Deliver business targets as defined in the annual plan

  • Drive expansion of Travel retail as a growth opportunity across APAC

  • Expand eCommerce customer base, further channel growth and accelerate capability building

  • Grow active consumer base through our core themes, boost recruitment through innovation and expand further into our adult business

  • SMTR BU LT leadership to continue to engage and motivate the organisation across 2 locations and build capabilities needed to grow the business

  • Grow and develop strong local balanced pipeline for leadership roles within the BU and APAC

  • Role model leadership and further strengthen BU-Regional collaboration within the local and regional teams

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