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Julia Goldin has been CMO at Lego, one of the world’s most-loved brands, since 2015, joining from Revlon, where she was global chief marketing officer for over three years. She previously had a 13-year career with the Coca-Cola Company, where she held several senior global and regional marketing roles, including division marketing director of Northwest Europe and deputy chief marketing officer of Japan.
Goldin’s remit is broad: she leads a team of 1,800 people around the world, spanning product development, marketing, research and insights, licensing and partnerships, the in-house Lego creative agency and Lego Education. She is responsible for leading the creation of Lego play experiences, as well as developing the product portfolio and experience, as well as marketing, and building the brand through content, communication, and digital channels. During the pandemic, the firm has continued to innovate, working with government bodies to enable children to continue to play and learn at home.
At Cannes in 2019, Goldin told delegates how the brand had turned around from a struggling plastic brick manufacturer a decade ago by focusing on four key values: promoting and defending every child’s right to play; innovating by embracing change; collaborating with people who love the brand; and supporting children. Along the way, it is partnering with organisations to make a difference in communities worldwide through its Lego Foundation, including a $100 million partnership with Sesame Street Workshop to provide Lego bricks to children living in refugee camps in countries such as Jordan, Lebanon and Bangladesh. “Maintaining relevance and staying true to your brand purpose doesn’t happen by accident,” she said.
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