Global head of LEGO.com and Consumer Experience at The LEGO Group
Cecilia is the Global Head of LEGO.com and Consumer Experience at the LEGO Group. With 20 years experience, the last 14 years at the LEGO Group, her career encompasses non-profit, design, new product development, innovation, brand development, consumer experience, customer insight and most recently, digital transformation.
Part of the turnaround of the LEGO Group to delivering 12 years of year-on-year double digit growth, becoming the Apple of toys and displacing Ferrari as the world’s most powerful brand in 2015 – Cecilia’s achievements include designing several best-selling toy lines, driving consumer focused innovation in products and services and defining the iconic LEGO brand positioning in customer experience across touchpoints. Most recently, driving the digital transformation in content marketing and infrastructure while simultaneously growing LEGO.com engagement and participation, reaching over 200 million unique visitors in 2015 alone.
Cecilia has written extensively about consumer-led innovation, something the LEGO Group has become synonymous with through its many initiatives for customization (LEGO Digital Designer), co-creation and crowdsourcing (LEGO Ideas). Beyond the LEGO Group she has worked with a Social Enterprise to innovate health care in Africa, and with non-profits and the United Nations on empowering young people to lead change in their local communities. She has a BA in Product Design from Central Saint Martins and a TRIUM Executive MBA from NYU Stern, HEC Paris and London School of Economics.
A snapshot of my professional history.
Defining and driving the global strategy for LEGO.com as the primary owned media channel and hub for LEGO content, while referencing earned and bought media. Setting direction for platform transformation including optimisation of the digital content value chain - enabling content marketing independent of devices and platforms. Ensuring localisation, publishing and promotion of all content across 21 market sites including integration across channels and online/offline. Driving growth in monthly unique visitors, recruitment and engagement and maximising Marketing Return on Investment(MROI) through improving marketing integration, consumer participation, efficiency and effectiveness on LEGO.com – delivering increased consumer affinity, advocacy, loyalty and lifetime value.
Developed and driving the implementation of the company Experience Innovation strategy, including the process for design and improvement of experience at consumer touch points, Consumer Champions programme for developing experience design competency across the company and the strategic use of Net Promoter Score in business improvement. Responsible for the capture, analysis and deployment of customer insight from direct channels and the community in business development and innovation. Expanded the integration of academic research collaboration and innovation into the company as head of the LEGO Learning Institute, the hub of the company's expertise in creativity, learning and child development, and the focal point for academic expert research network.
Implemented company-wide Insights 2 innovation process ensuring consumer, market, business intelligence and strategic scenario planning form the foundation for annual company business planning process setting direction for strategy, new business development and innovation processes. Drove the refinement and implementation of company innovation platforms, guiding the identification and development of new product, service and experience value propositions through co-creation projects with customers. In charge of the monitoring and continuous improvement of customer experience through the Net Promoter Score and experience innovation. Furthermore, managed the research portfolio and growing academic network of the LEGO Learning Institute.
Built up experience design function in the LEGO Group including expanded use of ethnography and consumer co-creation to identify consumer needs and wants. Developed a segmentation model for consumer affinity based on consumers’ emotional engagement with the LEGO brand, which became the foundation for systematic strategic focus on experiences that result in increased NPS, prolonged consumer lifecycle and lifetime value. Lead the customer insight-driven innovation process to define and develop strategic new business opportunity platforms for the company and the process for improving and innovating the consumer experience across all touchpoints. Managed the portfolio of research and academic collaborations of the LEGO Learning Institute.
Piloted annual Insights 2 Innovation process in own division, pooling insight from across the organization on competitors, market performance, consumer insight, trends and company performance to serve as the basis of defining priorities for new business development. Developed process for design and implementation of a consistent customer experience across channels and touch-points, and furthermore developed the business plan and secured the funding for the LEGO Learning Institute, the hub of the Company's expertise, training and research into creativity, learning, child psychology and development.
Worked as design lead within the company's front-end innovation, in charge of gathering relevant research, trends and insights, forming new conceptual directions, generating new project briefs, strategic business opportunities, designing new products, experiences and franchises from concept through to production. Led the design team developing the 2007-2008 LEGO Creator product portfolio, proving that classic LEGO products can hold their own in an IP dominated marketplace.
Part of team working in front-end innovation, involving research, design and development of strategic product opportunities for the company, new products and franchises with associated universes for on-line, game and theme park content. Developed a number of toy lines from concept through to production, e.g LEGO Knights Kingdom (2004), LEGO Exoforce (2005), LEGO Sponge Bob (2005), LEGO Racers (2006), LEGO Creator Xpods (2006), all delivering to or above budget, Knights Kingdom, Exoforce and SpongeBob going on to become best sellers.
Founded own company specialising in graphic and multimedia design; delivered services to a range of clients in London as well as 2 international children's book projects for the United Nations.
Coordinated projects, fundraising, UN stakeholders as well as lead the design of a children's book project for an international children's charity funded by UNICEF and UNESCO, with a network in over 70 countries.
A snapshot of the institutions and education that has helped me shape my career and experience
Master of Business Administration (MBA)
Master of Business Administration (MBA)
Master of Business Administration (MBA)
Master of Business Administration (MBA)
Bachelor of Arts (BA) Product Design
Certificate in Foundation Art & Design
International Baccalaureate Diploma
A few of my favorite projects I’ve started or been a part of during the course of my career.
Member of the board of directors and trustee of the organisation, dedicated to inspiring young people to develop their creative skills and take up careers in the creative industries supported by over 50 universities, colleges and museums throughout the UK.
Developed a HIV/AIDS sample transport solution for improved AIDS diagnosis in remote areas, funded by the Clinton, Gates and Skoll Foundations.
Set up the LEGO Learning Institute, now part of the LEGO Foundation and home to academic network and research into play, creativity and learning in the LEGO Group.
Joined as member of the board of directors and Trustee of this magnificent initiative pioneered by the Sorrell Foundation. It gives young people ages 14-16 the opportunity to experience art & design, science & engineering and many other creative professions first hand, develop their skills and be inspired by creative professionals hosting Master Classes throughout the year. All for free, outside of schools and supported by over 50 universities, colleges and museums throughout the UK.Launch
Riders for Health train healthcare workers to ride and maintain motorcycles to bring healthcare to the furthest corners of rural communities. AIDS diagnosis is particularly challenging as samples degrade in the heat and vibration of transport, leading to inaccurate or often incomplete diagnosis of AIDS patients. My fiancée and I designed a sample transport system that has enabled Riders to drastically increase the quality of samples reaching the labs and thereby provide diagnosis and medication to millions of patients in West Africa. The project is sponsored by Clinton, Skoll and Gates foundations.Launch
Set up the LEGO Learning Institute and Academic network now part of the LEGO Foundation spearheading research into creativity, play and learning, including early child development. Insights have helped the LEGO Group develop products and experiences in line with its brand promise of inspiring and developing the builders of tomorrow and to focus attention on the importance of healthy play as the way children learn best.Launch
A list of some of my most valuable professional skills. My tricks of the trade and what I can bring to the table.
In 2005 I began an experiment to blog about my experiences, being part of the transformation of the LEGO Group into the Apple of toys in2015. Simultaneously I have traversed the disciplines of product design, customer experience, consumer insight and now digital and have in the posts tried to capture some important learning I have had on the way. The blog is also home to some of the white papers I have written about consumer experience, co-creation and creativity.
Get in touch with me if you would like to do business together, share an idea or just say hello.
Hear what some of my clients and colleagues have to say about me after working together on various projects throughout my career.
I have had the pleasure working with Cecilia for almost five years at LEGO. Cecilia was my manager and mentor throughout my time at LEGO and I value both our business relationship and personal relationship very much. As a manager Cecilia is a very visionary and excellent in setting clear directions with her team and allowing her team members to have individual goals and personal ownership of the strategies which is very motivating. And although always having focus on the future and the road ahead Cecilia never forgets the daily operations or overcoming potential challenges that makes the road difficult to travel for her team. As a manager Cecilia also believes in trust and gives her team members freedom and power to individually decide on best approaches to solutions within their field of expertise, which again is very motivating.
As a mentor Cecilia is very supportive and always ready to share her knowledge. Cecilia has a background as designer and therefore an amazing ability to identify and solve problems, which makes her the perfect sparring partner both in the daily work and also when setting long term goals for personal development or identifying new skill sets relevant for projects or roles.
I have always valued and respected Cecilia for her dedicated management skills, her visions and also for her personal support in all my decisions. Experiencing Cecilia’s strong support in my decision to say goodbye to LEGO to pursue new adventures in Copenhagen is something I highly respect and value. If I ever got a chance to work with Cecilia again I would do it without a doubt as she is the best manager anyone could wish for.
I've had the pleasure of having Cecilia as my manager for almost 3 years. Cecilia has expert knowledge within digital media and combined with her strong leadership skills, she knows how to set and communicate a clear direction for LEGO.com. She is highly committed to giving kids only the best LEGO.com experience, and she engages broadly in the organisation to motivate and overcome challenges on the way. Cecilia trusts her team in making their own decisions, and she is always supportive and open to feedback.
I admire Cecilia for being such a dedicated and passionate LEGO leader, people manager and consumer advocate - she has the whole package!
Cecilia is the best collaborator I've ever seen, a brilliant strategist, with creativity and polish that are rarely found in one person. And yet her real magic is bringing together groups of people from diverse functional areas; who, together, become more innovative and productive than they would have been separately. She brings out the best in people. Intellectually, Cecilia is at a very high level, and her blog attests to that. On a personal level, she is great fun, a loyal friend, and her relentless sense of humor infuses all her interactions with warmth and laughter.
Cecilia is the greatest collaborator, and always spot on. She sees right through things, takes on the tough tasks and turns them into winning adventures, brings the best out of people and gives much in return - consistently. Working together is engaging, hard fun, and jazzy: the best conditions to produce good work!
We were working with Lego on an unrelated innovation project and borrowed Cecilia for a couple of days creativty.
She rocks creatively and she gets retail too.
Cecilia is a highly skilled designer who understands the marketing background of a brief - and thereby is able to create powerful product ideas. And furthermore, she is professional and fun to work with.
Working with Cecilia in any new challenging project is always enriching, interesting and inspiring. She is a great “multi-skilled” designer with an amazing urge for learning new stuff, incorporating the knowledge in very creative ways. Definitely somebody you would want to work with!
Cecilia was the perfect partner and co-director for the Peace Child initiative to promote sustainable development. A brilliant and talented designer, an awesome leader and fund-raiser, a dedicated detail person, and an endlessly entertaining, tolerant and supportive team player, she was and is far and away the best youth leader we have ever hosted at the Peace Child International Centre - and we have had over 150 to date. She has a fierce integrity, is wonderfully reliable and always fun to be with. I recommend her unreservedly