From student worker to media team builder. 🙌 Meet Simon 👾
When Simon joined us, he never imagined he would one day be leading the paid media performance analytics team and help shape our global media presence. Back then, he was a student worker transcribing designer videos. Ten years later, he’s Director, Head of Global Paid Media Performance Analytics, helping teams around the world understand paid media performance.
“The way my career journey began was kind of a coincidence. I was at a university event and the LEGO Group was there advertising student worker jobs. So I thought, let’s give it a try. That decision changed everything.”
Simon joined one of our Digital Content teams and soon found himself drawn to the way data could tell stories about creativity, reach and impact. “I built my data and analytics career inside the company, moving across different roles. I spent time at the LEGO Agency building tracking and reporting solutions, then moved into our commercial organization Markets & Channels. Now I’m leading the paid media analytics team in a newly established organization called Marketing Data, Investment & Planning.”
What attracted him to this new global team was the chance to build something that didn’t exist before. “This role was new when I applied for it. It meant I could introduce new projects and drive them forward. Setting the direction for a new team in a new organization has taught me a lot about how you create change in a global business.” That sense of building is something Simon recognizes as a unique part of the LEGO experience. “I started as a student worker transcribing videos, and now I’m leading a team in our global marketing organization. That only happens because you’re in a company that knows how to develop people and trust you to take the next step.”
For Simon, data is not just about numbers. It’s about helping us make better decisions for kids and families around the world.
“Every single employee is part of bringing our vision to life. We are all part of a puzzle that makes a difference for kids all over the world. Optimising media performance for a brand I truly believe in means a lot to me. I feel good knowing that our presence helped a child want a LEGO set instead of something else.”
One of his proudest moments came during the early days of building new tracking capabilities in LEGO Agency.“We were a small team and it took years to develop what we needed. It was not just about building new technology. It was about changing ways of working and defining new processes. It was a rollercoaster project, but our eagerness to succeed paid off.
“Every single employee is part of bringing our vision to life. We are all part of a puzzle that makes a difference for kids all over the world. Improving media performance for a brand I truly believe in means a lot to me. I feel good knowing that our presence helped a child want a LEGO set instead of something else.”
One of his proudest moments came during the early days of building new tracking capabilities in LEGO Agency.
“We were a small team and it took years to develop what we needed. It was not just about building new technology. It was about changing ways of working and defining new processes. It was a rollercoaster project, but our eagerness to succeed paid off. “I think that experience shaped how I approach challenges today. You rarely succeed if you try to do things by yourself. Getting people to come with you increases the likelihood you’ll be successful. It also makes the process much more fun.”
Most of Simon’s job today involve building reporting capabilities for our newly established Global Media Activation team. “We’re building something new. It feels like a start-up inside a big organization. We challenge how things are done, we test, we fail, and we improve. That’s how you get to something better”. This mindset is very deeply connected to our values. Creativity is a natural part of what we do. We deal with complex problems, in such a way that reflects curiosity, focus and bravery. ‘Only the best will do’ does not mean we never fail. It means we keep improving.”
Simon is particularly passionate about making data meaningful. “Coming from a creative agency, I learned that data and insights can be presented in many ways. In the commercial organization, I had to adapt how I communicate but also bring some of that creativity with me. Building a team of data translators is what gives me energy.”
Work-life balance is another reason Simon values being here. “I have two kids aged seven and four. The flexibility I have here makes it possible to build a career and take care of your family. I’m more motivated to lean in when needed because I know the organization also expects me to take a breather and re-energise.” His advice to anyone who thinks about joining the company is simple. “If you’re curious and combine that with your functional talent, there will be many exciting opportunities. This is one of the few places that says it and really means it. Come and see for yourself.”
Just imagine your LEGO® career.