Problem, solved.

Created from scratch, from hiring people to high performance & high trust teams, 14 teams to build up a LEGO B2B Partner, retail and Marketing Experience eco-system ranging from Virtual Showroom to PIM.

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The Background

When I took on the challenge of building a LEGO B2B Partner, Retail, and Marketing Experience ecosystem, there was no existing foundation—just a vision. LEGO needed a comprehensive digital experience for its B2B partners, enabling seamless collaboration, data-driven decision-making, and efficient retail execution.

This meant developing an ecosystem of interconnected products, from a Virtual Showroom to a Product Information Management (PIM) platform. But to bring this vision to life, I first had to build the teams that would create it—from the ground up.

Across three office locations in Billund, Copenhagen, and London, I assembled 14 high-performance, high-trust teams, ensuring they had the right mix of talent, autonomy, and alignment to succeed.

The Problem

Starting from scratch meant tackling multiple challenges simultaneously. I had to hire and structure 14 teams in a way that maximized collaboration while avoiding silos. There was no predefined playbook for creating a Total Experience for LEGO’s B2B partners, which meant balancing innovation with operational needs. I also needed to establish trust – across teams, leadership, and stakeholders – while ensuring we moved fast enough to deliver impact. Additionally, our products spanned different domains, from content management to in-store retail tools, requiring a unified vision while still allowing each team to excel in its specific area.

The Solution

To build high-performance, high-trust teams, I focused on three key pillars: talent, culture, and alignment. I carefully hired the right mix of expertise, ensuring that each team had autonomy but also clear connections to the broader ecosystem. I fostered a culture of psychological safety, where teams felt empowered to take ownership, experiment, and iterate. To maintain alignment across 14 teams, I introduced cross-team collaboration frameworks, ensuring that efforts in Virtual Showroom, PIM, Partner Portal, and Retail Execution complemented each other rather than working in isolation. I also worked closely with leadership to secure organizational buy-in, making sure our B2B ecosystem was a strategic priority and not just a series of disconnected tools.

The Benefits

Through this approach, I didn’t just build products.

I built a sustainable, scalable ecosystem that transformed the way LEGO interacts with its B2B partners.
The LEGO Virtual Showroom became a crucial tool, especially during COVID-19, enabling remote product showcases.
The PIM platform established a single source of truth for product information, while Retail Execution tools revolutionized in-store operations with real-time stock and pricing data.
The LEGO Partner Portal unified experiences across partners, and the Content Hub & Content Distribution teams streamlined how LEGO assets were delivered across resellers and marketplaces.

But more importantly, I built teams that thrived, teams that not only delivered high-quality products but also fostered a culture of trust, innovation, and continuous improvement. This wasn’t just about launching products, it was about setting LEGO up for long-term success in the B2B space.

Here is the list of the teams I have built and their main focus:

LEGO Virtual Showroom – Novelty products portal that tremendously helped LEGO to operate especially during Covid. https://showroom.lego.com/
LEGO Content Hub – DAM front-end + a tool to automate new product assets delivery for LEGO Resellers. https://content.lego.com/
LEGO Content Studio – Assembly tool for a flexible and localized composite assets creation such as PDPs with an end-to-end feedback loop process (Product Description Pages). https://contentstudio.partner.lego.com
LEGO Partner Portal – IAM + a portal to federate all LEGO partner products under one umbrella and enable synergies. https://id.partner.lego.com/
LEGO Store Retail Execution – revolutionizing the way LEGO operates store execution with live stock & pricing data.
LEGO PIM / Product information Management – The new single source of truth for all LEGO Product details.
LEGO Customer Data & Analytics – A data team to consolidate reporting on product e-com data globally and generate insights to our Business stakeholders in all the regions.
LEGO In-store Retail Management – All tools for employees and connected devices management.
LEGO Retail Experiences – All interactive devices in LEGO stores, like the Minifig Factory, Mosaic Maker, Digibox.
LEGO Content Distribution – Integration with syndication platforms and marketplaces like Amazon, Walmart, and the likes, with high focus on governance.
LEGO Dynamic Content Orchestration – to be in full control of which content to push where and when.
LEGO Customer & Product Pricing – to centralize pricing information and run pricing simulations
LEGO Marketing Data Enablement – creating a taxonomy to align data from different sources and enable cross data analysis on our data platform.

“This virtual showroom allows us to finally securely share confidential information with customers. It also makes the work of the Key Account Managers easier and delivers a better experience for themselves and the customers.””

– VP Global Head of Marketing & IP Partnerships,
The LEGO Group

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