What if your career path could take you anywhere? Meet Lauren.
In our organisation, career paths rarely follow straight lines. They’re shaped by you. For Lauren, moving from Global Insights to Head of US Marketing Planning and Operations has brought her closer to commercial execution, while building on a strong, data-first foundation. It’s a shift that shows what’s possible when you lead with curiosity, stay adaptable, and take ownership of your development, especially with the support and freedom to do so.
“In my previous role in Global Insights, I supported the US Marketing team with the data needed to make informed business decisions. That foundation still applies, but now I’m closer to the front lines, working directly within the business unit to align our marketing investments with demand and performance. It's the ideal progression for me. I bring my expertise with me and get to apply it to a new challenge.”
Lauren’s remit is broad, spanning data analysis, historic investment review, ROI forecasting and integrated planning. It’s a shift in scope, but not a departure from the core of what she’s always done: turning insights into action.
“Everything is still about connecting data to decisions, but now I get to operate more deeply in the commercial space, with a real-time view into how our plans are executed in market.”
Taking on this new role has also meant building new relationships and adapting to different ways of working. Lauren is now partnering more directly with functions like Finance and Demand Planning, areas that sit close to the heart of the LEGO Group.
"I’m now working closely with commercial partners like Demand Planning and Finance, areas I didn’t have as much exposure to before. It’s been a huge learning opportunity, and I get to bring in my global perspective to support how we connect the dots between local and global teams.”
Her operational mindset remains central. With a proven track record of bringing clarity and consistency to complex systems, Lauren is now applying that same thinking to strengthen the US marketing function.
“In past roles, I’ve helped teams bring structure to ambiguity, aligning people, processes and technology to scale efficiently. Now I get to apply that mindset in a new way, right here in the US business unit.”
In the short term, she’s focused on improving processes and building systems that empower the team. Long term, she hopes the work becomes a blueprint for others to follow.
“We want to be the gold standard for how we operationalise marketing - clear, agile, transparent, grounded in shared insights and data-driven decisions, and tightly aligned to business performance. That ambition is already bearing fruit. One example is Lauren’s previous involvement in the LEGO Group’s Marketing Mix Modelling (MMM) initiative, which is helping drive smarter decisions in market."
“In my Global Insights role, I worked closely with the teams socialising and deploying MMM to the US BU. That experience has helped me apply the data more effectively in my current role. It’s a direct line from one part of my journey to the next.”
Lauren’s approach to change is built on three pillars: people, process and technology. Together, they create the conditions for meaningful and sustainable impact.
“You need the right people to drive change, the right processes to scale it, and the right tech foundation to unlock efficiency and enable scalable growth. When those three pillars are aligned, that’s where real transformation happens.”
Her ability to collaborate across functions is key, and she’s now adapting her communication style to match a more commercially focused environment.
“My style hasn’t changed, but I’ve definitely sharpened my ability to speak the commercial language. The KPIs are different, the stakes are more immediate, and the impact is direct. It’s been a rewarding shift.”
Even as she ventures into new territory, Lauren remains grounded in the same culture that first brought her to us.
"The people-first mindset here isn’t just talk, it’s something I experience every day. Even as I step into new spaces, I feel supported and empowered to lead with what I know.”
And what advice would she give to anyone considering a similar move, whether that’s across functions or even across industries?
“You don’t need a traditional background in FMCG or retail to make an impact here. I came from software. I moved across functions. If you’re curious and driven, the LEGO Group gives you the space to grow in new directions.”
For Lauren, this move isn’t about leaving one chapter behind. It’s about building on what came before and continuing to move forward with purpose.
“I’ve learned so much already, and I know I’ve still got a lot to learn. But that’s the thing about working here: we’re always building something. Being a part of that is special.”
Just imagine your LEGO® career.