The LEGO Group
Marketing, Analytics, and Design
I joined the LEGO Group in a marketing strategy position, tasked with creating and leading the complete 2025 marketing plan for the LEGO BrickLink team. From this project, I gained experience in management and all aspects of marketing, from email, digital, and physical, to creating influencer strategies and tapping into online trends to create viral moments. Utilizing my creative skills in design, videography, and photography helped to create content that resonated with our audience, highly engaging marketing activations, and visual branding.
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My skills and love for design and analytics led to the success of the 2025 campaign and my promotion to a marketing associate and to the growth marketing lead.
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Explore a quick snapshot of my work below!
Marketing Campaign Strategy & Execution
I created and am currently leading the full 2025 marketing strategy, activation plans, and design execution for LEGO BrickLink's 25th Anniversary.
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Plans included both physical and digital activations across multiple channels, with so far an overall social platform audience growth of 39% across all channels (Instagram, X, Facebook, YouTube) and an increase in content by 85.7%.
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Everything from influencer partnerships to UGC and tapping into trends, this campaign has already surpassed its intended goals and KPIs.
Physical Activations
25th Anniversary Campaign
Product Design
Responsibilities included: Designing products, ordering materials, and managing processes.
Influencer Marketing (UGC)
Responsibilities included: Designing media kits, both the packaging and contents, packing media kits, and managing communication with influencers.
Responsibilities included: Presenting creative briefs and design concepts, incorporating external input, and finalizing design.
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LEGO BrickLink's 25th Anniversary Logo will be featured on 450,000+ LEGO sets.
Packaging Design
LEGO Set Reveal - Livestream & in Person
Responsibilities included: Asset design, planning, social media coverage, and event support.
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As a part of the 25th Anniversary celebration, at BrickWorld Chicago 2025, the BrickLink team did a live reveal of the Series 8 LEGO sets. This has never been done before in person.
Community Build
Responsibilities included: Design, shipping, and project management.
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Working with the LEGO team in Denmark, we designed a large-scale LEGO Brick mosaic that would be brought to each convention for the community to participate and enjoy.
Digital Activations
25th Anniversary Campaign
LEGO LOGO Design
Responsibilities included: Presenting creative briefs and design concepts, incorporating external input, and finalizing design.
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This design reflects the rich history of LEGO BrickLink and is showcased throughout LEGO BrickLink's social media, emails, and products.
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Fun fact: my design is featured on 450,000+ official LEGO® sets!
25 Questions Series
Responsibilities included: Project management, ideation, directing, planning shoots, filming, editing videos, creating graphics, scheduling, and reviewing performance analytics.
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The 25 Question series showcases LEGO employees across the LEGO Ecosystem. For this project, I led communication, planning, filming, and editing of each video.
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Fun fact: I am the voice of the interviewer!
Build Madness
Responsibilities included: Project management, ideation, directing, planning shoots, filming, editing videos, creating graphics, scheduling, and reviewing performance analytics.
Build Madness has so far resulted in an increase in total following by 1,300+ and has 80K+ total views on IG. I took this opportunity to experiment with new features and content styles.
25 Days of Building
Responsibilities included: Project management, ideation, communication with the community, designing graphics, scheduling, posting, and website design.
25 Days of Building was a continuous 5-week activation, where each week had a new build challenge for the community to participate in. Select builds from the community were then featured on the Challenge's Page of the 25th Anniversary Microsite.
25th Anniversary Microsite
Responsibilities included: Designing wireframes, collaborating with designers, content ideation, creating visual assets, working with a copywriter, collaborating with back-end engineers to launch the site, and site maintenance.
The 25th Anniversary Microsite was published in honor of LEGO BrickLink turning 25. I wanted the site's content to help with SEO, which is why I focused on creating educational pages full of resources for first-time LEGO BrickLink users.
BrickLInk Basics
Responsibilities included: Project management, ideation, design, scheduling, and reviewing performance analytics.
BrickLink Basics was an idea I had to help new users understand what LEGO BrickLink has to offer and to expand our reach. This series included social media posts, dedicated webpages, and live webinars.
25 Years of Bricklink studio Activity
Responsibilities included: Project management, ideation, design, and scheduling.
The 25 Years of BrickLink Studio Activity is one of the most popular studio activities, with over 110 designs submitted! The winning designs were then built in the office and displayed on the 25th Anniversary Cake Build.
LEGOLAND Interviews
Responsibilities included: Organizing and leading content filming day, managing logistics, shot lists, communication, filming, video editing, and asset creation.
Email Marketing
I lead and manage all LEGO BrickLink email marketing efforts, from designing all visual assets and layouts to coding in HTML, sending test emails, reviewing, selecting audience lists, and scheduling.
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Due to marketing efforts across our channels, we were able to increase our opt-in audience from 352,914 to 421,948, an increase of 69,034 subscribers or 19.6% (March 28, 2025).
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BrickLink marketing emails tend to have an average open rate of 36.9% and play a key role in LEGO set sales, as we see a spike in pre-orders after reminder emails are sent.
Example of Marketing Email
Responsibilities included: Designing visual assets, obtaining copy, creating audience lists, reviewing, and scheduling.
Creating a Valentine's Day spin on the classic BDP Like/ Love marketing email was an idea I had that I just ran with. The resulting email had a 68.2% open rate and an 18.4% click rate.
Example of Newsletter
Responsibilities included: Designing visual assets, obtaining copy, creating audience lists, reviewing, and scheduling.
This is an example of the LEGO BrickLink quarterly newsletter that is full of important updates regarding all aspects of the company that our community should know about.
Digital Content
As a marketing associate and growth marketing lead, a key part of my job is to ideate and execute digital marketing content that expands our reach, builds brand trust, and engages our target market.
For the latest round of BDP Series 5 LEGO Set Pre-orders, utilizing META and Reddit ads for visual assets I designed resulted in an overall ROAS of 627% ($253K revenue on $32K spend).
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Creating evergreen content that is both timely and resonates with our audience has been a driver behind the overall social platform audience growth of 39% across all channels (Instagram, X, Facebook, YouTube) and an increase in content produced by 85.7%.​
Examples of Digital Design Ads
Responsibilities included: Designing visuals, typography, and collaborating with a copywriter.
Examples of Static Content
Responsibilities included: Ideating, designing, copywriting, and scheduling.
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Tapping into platform trends, I have created viral pieces of content. One of which has over +1.2M reach and +15% engagement rate, the most viral post on the account.
Examples of Video Content
Responsibilities included: Designing visuals, filming, video editing, and collaborating with a copywriter.
New LEGO Office Photography
Responsibilities included: Photoshoot Management, photography, and image editing.
Lifestyle Photography
Responsibilities included: Photoshoot Management, photography, and image editing.
Portrait Photography
Responsibilities included: Photoshoot Management, photography, and image editing.
Physical Activations
Taking a step outside the digital world, I have led and executed a number of physical activations. This ranges from collaborating with the LEGOLAND Model shop team for new office builds, organizing live events, to designing new convention collateral. ​
Magazine Ads
Responsibilities included: Designing visuals, typography, and collaborating with a copywriter.
Office Builds
Responsibilities included: Project management, collaboration, and ideation.
Convention Collateral
Responsibilities included: Designing products, ordering materials, and managing processes.
Convention Handouts
Responsibilities included: Designing products, ordering materials, and managing processes.
The Data
One of the most important steps in marketing is reviewing the data. Data informs the decision-making process and shows what is resonating with the audience and what isn't.
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Having a background in data analytics, I utilize a variety of tools to visualize data and report back to the team with my findings. I present weekly on sentiment, overall brand reach, and performance data.
Updates coming soon to this section*
Social
253.25% increase in content on Instagram​
110.17% increase in content on Twitter (X)​
97.37% increase in content on Facebook​
86.67% increase in content on Youtube
43.7% increase in followers on Instagram​
6.2% increase in new followers on Twitter (X)​
15.7% increase in new followers on Facebook​
297.4% increase in new followers on Youtube​
19.6% increase in opt-in audience from 352,914 to 421,948, an increase of 69,034 subscribers (March 28, 2025).