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 sponsored by UConn Extension’s 4-H program and brings middle school students to the UConn Storrs campus where they work with UConn faculty, staff and students to learn about environmental issues. The Honors students conducted marketing research and created a marketing plan to recruit UConn student volunteers for CEAD. They also planned and implemented a Social Media campaign to encourage UConn students to take the #ClimateChangeChallenge and then post their actions using #ExtendtheChange to encourage friends and families to do the same. Honors Marketing students in following year researched ways to sustain CEAD as an annual event and increase student volunteer engagement with CEAD and the #ClimateChangeChallenge.

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 marketing, and retail engagement to meet active share, retention and sales goals.• 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 in conjunction with theatrical release of Moana and Beauty & the Beast films.• 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 their interest and support for the line.

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 their family and friends.o Led and developed LEGO Club Marketing Managers in US, Canada, UK, France and Australia who delivered integrated global and local marketing, content and experiences to members in their region.o Created research proposal and in-market tests leading to more gender neutral approach to editorial planning. LEGO Master Builder Academy Delivered $9.5 million in US sales through the effective coaching and on-going support of Senior Brand Manager for the portfolio of LEGO Master Builder Academy products and digital experiences. Worked collaboratively across multi-functional team to transition LEGO Master Builder Academy from a subscription offering to an on-shelf retail offering.Digital Innovation Enabler:o Drove physical/digital engagement in conjunction with Director of Content Marketing by leading team to test integration of a new digital application (LEGO Connect App).o Created initial proposal for LEGO Club App to drive digital, globally scalable experience focused on personalized membership engagement and recognition. Proposal secured funding for preliminary development which was then transitioned to the LEGO Digital team.

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 members versus average non-members.o Collaborated with marketing teams in North America, Europe and Australia to set market level budget, membership and content strategy that delivers strong Marketing Return on Spend and supports integrated Brand Marketing objectives.o Pitched and secured funding for LEGO Club Interactive Magazine and redesigned website.o Acted as Producer for LEGO Club TV content and worked with LEGO Social Media team to transition viewers of LEGO Club YouTube site to new, Global LEGO YouTube site.Business Driver for LEGO Master Builder Academyo Created 3-year Business Plan and co-developed, launched and marketed LEGO Master Builder Academy paid subscriptions in collaboration with cross-functional team including internal LEGO Designers, LEGO Master Builders, Product Development, Future Lab, Digital, Creative Marketing Agency, Direct to Consumer, Supply Chain, IT and Sales teams, plus Adult LEGO fans from around the world.o Co-developed a multi-level experience based on LEGO Education hands-on learning principles which received 4-5 star ratings from consumers and the press. Each kit progressively taught children building skills via specially themed LEGO elements combined with printed handbooks. This was supported with interactive video and digital challenges which recognized and rewarded members for proving their knowledge, and then inspired them to make, share and comment on their own creations and those of other members on the LEGO Master Builder Academy website.

• 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 with LEGO Digital team and external vendors.• 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.• Coached and supported team research and delivery of innovative new experiences at LEGO Stores, LEGOLAND, LEGO Kids Fest and San Diego Comic Con events to drive engagement, traffic, purchase and recruitment.

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 and measure increased purchase retention and frequency via ongoing member/non-member research.• 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 Parks and Discovery Centers. Led development and budget for world record breaking LEGO Club Kidvention Event at LEGOLAND California.• 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 captions contests, find Event information and special news, and sign up to receive LEGO Club Magazine.• 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 reach the child via LEGO Club at age 5.

• 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 million members. • 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 delivered 6 times a year with rich storytelling, building inspiration and interactive features.

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.