LEGO searches for APAC eCommerce director to build on 'ambitious' regional expansion plans

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The LEGO Group is on the hunt for an APAC eCommerce director. According to the job post on LinkedIn, the opening comes as the brand has "ambitious plans for expansion in the region". The role will be based in Singapore, and the selected candidate will lead the commercial growth of LEGO.com across the region.

According to the job description, some of the expected roles of an APAC eCommerce director include leading the APAC LEGO.com commercial sales performance and profit and loss; owning the APAC LEGO.com strategy, budget and forecast; managing a growing direct and indirect APAC team across trading, merchandising, marketing, and operations; and partnering with functions such as global eCommerce, finance, supply chain, distribution, and more to deliver the commercial results, market expansion and shopper improvements.

Additionally, the selected candidate will be tasked with maximising data to identify key strategies, trading activities and partner communications to accelerate the brand's already strong and growing eCommerce business. The candidate will also be responsible for ensuring there is comprehensive thinking to building brand engagement, sales momentum and profitability; and translating and supporting the rollout of global eCommerce and brand strategies - such as sustainability and new site features - into the APAC region.

At the same time, the APAC eCommerce director will influence global and local strategies as a member of the global eCommerce and APAC regional leadership teams.

To qualify, the selected candidate will need to have over six years of experience in direct-to-consumer eCommerce across multiple countries and regions with a track record of driving commercial growth in the APAC region with a focus on sales, shopper net promoter score and profitability, as well as experience in launching eCommerce sites in new markets; and managing, developing and coaching a globally distributed team. Additionally, the candidate must also have the ability to lead in pressure situations with strong interpersonal and collaboration skills and cut through clutter and complexity to create clarity and simplicity

The candidate should also have a comprehensive understanding of the eCommerce landscape and regional specificities, the broader eCommerce landscape in APAC across major eCommerce platforms and marketplaces, and all the eCommerce trading levers with the ability to interpret the insights and agility to drive commercial growth. Strong partner management skills and the ability to communicate openly and collaboratively across cultures and time zones within a large matrixed multinational corporation is also required.

The LEGO Group is also looking for someone who is able to handle situations with confidence, tact, and resourcefulness, with an enthusiastic, positive approach and determination to overcome obstacles. Excellent written and verbal communication skills, with experience presenting to and engaging partners at all levels, is a must, while having a BA or equivalent in business or a related field is preferred.

The ideal candidate would be a highly motivated and organised self-starter, capable of working independently, yet collaboratively; with a "roll-up-your-sleeves", "get it done" mentality and collaborative attitude. The candidate would also be results orientated with a focus on quality, efficiency and operational excellence; attitude of continuous improvement. In addition to travel retail, LEGO currently has over 620 stores across about eight countries and operates online in over 30 countries.

While the LEGO Group did not offer specific statistics, it said in September that eCommerce sales across its proprietary as well as partners' platforms grew 50% compared with the same period last year. During the first half of the year, the Group reported an overall 46% revenue increase to about US$36 billion compared with the same period last year. Consumer sales grew 36%, outpacing the toy industry and driving market share growth globally and in all major markets.

Separately, the Group celebrated diversity and inclusivity in May with its LEGO Everyone is Awesome buildable display model. The set is inspired by the iconic rainbow flag which is used as a symbol of love and acceptance by the LGBTQIA+ community and features11 monochrome mini figures each with its own individual hairstyle and rainbow colour. The set officially launched on 1 June 2021 to mark the start of Pride Month and was designed by VP, design, Matthew Ashton. The set was also a celebration of the LGBTQIA+ community within the LEGO Group and amongst the brand’s adult fans.

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