Choosing curiosity and courage in a moment of uncertainty 🚀
When Kate accepted a role at the LEGO Group in April 2020, the world was entering one of its most uncertain periods in recent memory. She was working at Google and had been approached by a recruiter about a role leading Amazon marketing for Western Europe. It was not an obvious moment to make a big change.
“People were very surprised. Who leaves a secure job at a company like Google just as a global pandemic begins? I had never even run an Amazon marketing campaign before. But I knew I wanted to work at the LEGO Group, and I trusted that they would support me as I learned.”
Six years later, she says it was the best professional decision she has ever made.
“There is a huge focus on learning and development here. Sometimes that leads to a new role. More often, it stretches you intellectually and creatively and shows you that you are capable of much more than you thought.
After five years focused on Amazon, it felt like I was ready for something broader. I wanted to move into a role with a wider marketing scope. The perfect opportunity appeared, and in the summer of 2025 I moved my family from London to Copenhagen to become Global Head of Programmatic Media.”
What excites her most is that even after more than 90 years, what the business does continues to evolve.
“I love that a company founded in 1932 is still making big bets and investing in new capabilities. The first team I joined was newly created, and the Global Media Activation team I am part of now is the same. We are building something from the ground up.
“There’s a sense of shared purpose in our culture that I experience every day. I’m surrounded by clever, kind and fun people. Some of us are experts, some are learning something completely new, but we are connected by a clear vision and a supportive team spirit.”
For Kate, leadership is not about having all the answers. It is about creating the conditions for people to explore their potential.
“The most rewarding part of my role is supporting people as they try something they were nervous about and seeing their confidence grow.
“For me, Global Media Activation is also somewhere that ambition and care sit side by side. The work is challenging, but it’s also deeply human. We want to do brilliant things, but we want to do them in a way that supports people and builds trust.”
That balance is also reflected in how we approach work-life balance with our well-being hats on.
“When you feel trusted, you give more back. Knowing that the organisation supports you as a person makes it much easier to fully commit when it matters.”
As she builds out her team, Kate is clear about what kind of environment she wants to create.
“We’re here to build world-class in-house media capabilities, but also to build a place where people feel supported, curious and brave enough to try new things.”
Her message to anyone thinking about joining is grounded in experience.
“If you’re looking for a place where you can grow, where your values matter, and where you can help build something meaningful, this is a very special place to be.”
Just imagine your LEGO® career.