Head of China Communications

Job Description
Just imagine shaping every core narrative for LEGO® Brand in China. Then make it real.
You’ll lead a passionate and talented Communications team in China to shape local narrative and storytelling with global brand standards while growing consumer and corporate trust across the market.
No relocation assistance is offered for this position.
Play your part in our team succeeding
The LEGO Group in China is working to achieve its mission of inspiring and developing the builders of tomorrow across the country. In recent years, the business has grown rapidly, opening hundreds of stores, building its online business and investing in building environmentally sustainable operations and social impact programmes.
As the company continues to invest for the long term, the Head of Communications, China will be responsible for building and protecting the LEGO Group’s reputation and using earned PR to achieve its commercial ambitions. It’s a varied, exciting and challenging role overseeing engagement with a wide range of external and internal stakeholders across corporate, brand and internal activities.
The successful candidate will be a skilled communicator, have a strong network amongst top tier media, be a caring people leader and collaborate effectively across functions in China and globally. The role is based in the company’s Shanghai office. This is a generalist role with an approximately 80% external and 20% internal split, with the external split balanced 50/50 consumer and corporate PR.
Core Responsibilities
Lead the China Communications Strategy
Develop and execute an integrated communications strategy that supports commercial growth, strengthens reputation and advances the company's long-term ambitions in China, while ensuring alignment between local priorities and global communication strategies.
Act as the communication partner to LEGO China General Manager and senior communications adviser to the China BU Leadership Team, Jiaxing Operations Leadership Team and functional leaders.
Serve as the single point of contact among Chinese media and external stakeholders as the media spokesperson in China.
Build and Advance Corporate Reputation
Build trust in the LEGO Brand and LEGO Group in China through proactive corporate storytelling focused on the company's purpose, vision, values and long-term strategic priorities. Create compelling narratives around key reputation drivers including creativity & power of play, business strategy, sustainability, social impact, etc.
Help shape public conversations that support the company's reputation and license to operate.
Drive Major Brand and Commercial Moments
Lead communications planning and execution for major brand campaigns, product launches, partnerships, experiences and cultural moments.
Partner closely with China BU marketing team, OLA, Global Brand Development, and Global Corporate Brand Communications to maximise the impact of earned activity.
Ensure communications activity contributes to brand relevance, engagement and business performance.
Elevate Thought Leadership and Influence
Identify opportunities to position senior leaders as credible and engaging voices.
Build and maintain strong relationships with media, external influencers, industry stakeholders and key partners.
Protect and Enhance Reputation
Lead proactive and reactive reputation management in China.
Partner with global and local teams on issues management and crisis communications.
Provide counsel and recommendations on emerging reputational risks and opportunities.
Inspire and Develop a High-Performing Team
Lead, coach and develop a team of communications professionals.
Build communications capabilities that support future growth and evolving stakeholder expectations.
Do you have what it takes?
Bachelor and above preferably in Communication or relevant fields.
Proven track record of working in leading global brands with 15+ years of experience.
Strong media relations and deep understanding of Chinese media landscape.
Confident providing counsel to executives.
Comfortable working in an environment where openness, trust and collaboration is critical to success.
Creative thinker, storyteller and problem solver.
Proactive “can do” spirit.
Exceptional written and verbal communicator both in English & Mandarin
Outstanding networker.
Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.
What’s in it for you?
Here is what you can expect:
Family Care Leave - We offer enhanced paid leave options for those important times.
Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.
Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.
Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.
Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.
Your workplace: Your workplace will be the office, store or factory specified in this advert.
Hybrid Working: Our hybrid work model, Best of Both offers you the option of flexibility to work from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.
Learn more about our benefits, culture and workplace experience here
Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.
The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.
The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.
Thank you for sharing our global commitment to Children’s Rights.
Just imagine building your dream career.
Then make it real.
Join the LEGO® team today.