Being at the helm of marketing for Lego in the UK is far from child’s play. With a seemingly infinite variety of products – bricks, films, games, books – and customer segments, the task of understanding how to grow the brand further is complex. Rebecca Snell is responsible for establishing the company’s position in the marketplace, building relationships with customers and brand communications. The most memorable campaign, perhaps, was ahead of the The Lego Movie when ads from brands including the British Heart Foundation and Premier Inn were remade using Lego characters. Perhaps not the most common route into the toy market, Snell was previously global brand director at Bacardi Global Brands where she was tasked with launching Bacardi Oakheart in 2011, which became the company’s biggest growth product that year, and is one of Snell’s proudest career moments alongside the success of The Lego Movie.
Lightbulb moment: “Realising that working all hours doesn't give you a fast-track ticket to the top, it just makes you neglect the things that really matter such as health, friends and family. You are far more likely to succeed if you maintain a healthy balance.”