Heidi Bailey Email & Phone Number

Hartford, CT, US

Teaching courses in Marketing Strategy and Planning, Consumer Behavior, Honors Marketing Thesis, Career Planning, and "Business Solutions to Societal Challenges" (a business and human rights course). Advisor to Honors Marketing Thesis students who act as marketing consultants. Honors students revitalized Connecticut Environmental Action Day (CEAD). CEAD is.

Amherst, Massachusetts, United States

Teaching Product Management course and Honors Marketing Thesis course in which students act as marketing consultants for companies like Boston Scientific Corporation, Lowe’s Corporation, Newell Corporation, Reebok, and other top brands.

Stamford, CT And Waterbury, CT

Enfield, Connecticut

• Contracted as Brand lead for two product lines totaling $77 million in US business. Collaborated with global Product Development team and IP partner on product development, media briefing and execution, digital.
• Strengthened partnership with Disney team including securing Disney support for LEGO Disney Princess building events with top retailers, social support for LEGO Frozen co-developed content, and off-shelf opportunities.
• Increased LEGO Elves sales via digital support and provided input on new LEGO Elves content and product direction. Presented updated product, marketing plan and storyline to US retail stakeholders, thereby increasing.

LEGO Club Global Team Leadero Set global vision, mission, objectives, strategy and budget in partnership with market area leaders. Led team to increase targeted membership to 5 million members. Engaging print, digital and in-person content led to 2-3x incremental purchase frequency, 75% purchase retention and 100% lift in brand advocacy among members and.

Managed growth of LEGO Club multi-channel brand loyalty experience:o Increased membership to 4.5 million members in 17 countries.o Key strategic partner with global and local teams in providing members with creative inspiration and consumer reward and recognition which drove a 75% purchase retention rate and 2-3 times purchase frequency among LEGO Club.

• Proposed LEGO BrickMaster paid subscription offer to help defray the costs of free LEGO Club offering following company crisis. Co-created innovative new physical-digital experience reaching 160,000 paid subscribers.
• Led and developed Global LEGO Club Editorial team and content development budget.
• Developed and inspired North America Marketing Managers to consistently reach or exceed membership, incremental purchase and Brand Affinity targets.
• Co-created LEGO Club TV channel on YouTube and act as Producer for new, bi-monthly LEGO Club Show which launched in 2007 and continued until 2015.
• Initiated development of monthly LEGO Club e-mail newsletter to drive engagement and recruitment, and led Managers and Editorial team to deliver world class click-through and content engagement rates in collaboration.
• Partnered with LEGO Education to create LEGO Club School Edition Magazine and Teacher’s Guide. Reached one million students that drove in-school and after school engagement among teachers and children in grades K-5.

• Key new achievements:
• Collaborated with EU colleagues on transitioning LEGO Club to aligned global program. Manage global development budget. Share best practice and recommendations on membership forecasting, content and methods to drive.
• Partnered with DC Comics on BIONICLE Comic to firmly establish authentic and compelling ongoing storyline.
• Negotiated LEGO Club and LEGOLAND Partnership agreement: Established LEGO Clubhouse at LEGOLAND California, LEGO Club weekends 3 times per year, LEGO Club Magazine advertising rate, and ongoing LEGO Club recruitment in.
• Led writing team and developed integrated marketing campaigns in collaboration with local and global colleagues.

• Key new achievements:
• Co-developed and launched LEGO Club website with LEGO.com team providing members unique LEGO Club ID to register their high score in games, post to the first LEGO Gallery, interact on Message Board and via Comic.
• Collaborated with Lucasfilms to create special LEGO Club content for launch of LEGO Star Wars.
• Co-created LEGO Preschool “Catazine” with Brand Marketing team to build LEGO DUPLO brand awareness and relationships with preschool Moms, and drive purchase via personalized offer. Then transitioned the relationship to.

• Created Business Case and strategy to transition US LEGO Club to a qualified free offering using targeted in-product recruitment with global and local colleagues. Grew US LEGO Club membership from 120,000 members to 1.
• Managed US LEGO Shop at Home Catalog development, merchandising, sales forecast and buyer base recruitment to drive year on year sales growth.
• Led Direct Marketing Assistant and freelance writer. Briefed creative team in innovating content and relaunching LEGO Club Magazine experience from an 8 page publication delivered 4 times a year, to a 24 page Magazine.

Bachelor Of Business Administration (Bba), Marketing

Activities and Societies: Yearbook Marketing Manager, Yearbook Sports Editor

Master Of Business Administration (Mba), Marketing

Digital Marketing Certificate

Other; Certificate In Sustainable Business Strategy, Complete

Sustainable Business Strategy is a 3-week, 15-20 hour online certificate program from Harvard Business School Online. Sustainable Business.