01 The LEGO Group.


As a purpose-driven, innovation-focused leader, I'm at my best when connecting and inspiring people to realise their genius. It means developing unique value propositions that deepen relationships and transform individuals to realise positive outcomes in their lives.

A background in design and an MBA help me combine design thinking and business strategy when delivering solutions. My experience bridges product innovation, consumer experience, insight, engagement, digital marketing and transformation, sustainability, diversity, and inclusion. These different lenses help me think better and create more innovative and impactful solutions while understanding how to lead, build trust and catalyse change in various contexts.

At the LEGO Group, I have contributed to the company's turnaround into the world's most powerful brand, driving the change in several areas. I've delivered deeper relationships and affinity with our consumers, insights to power new business development and company strategy, search and mobile optimised LEGO.com, consumer engagement in our responsibility and sustainable materials ambition and most recently, an inclusion-led and representation focused transformation to embed D&I into the culture and organisation, products and experiences and brand statements.


At heart, I'm a practical idealist, catalyst and change-maker driven by curiosity, creativity, and a relentless desire to learn. At the same time, humility and a sense of humour keep me grounded and determined to improve continuously without taking myself too seriously. I worked with a youth non-profit sponsored by the UN early in my career. Since then, I have continued working with non-profits and social enterprises alongside a business career. I'm drawn to complex, ambiguous challenges that require strategy, solutions and relationships to fit together to deliver purpose and systemic change at scale.

Image by Hello I'm Nik 🇬🇧