Lego has appointed a new chief commercial officer and chief marketing officer to lead the “globalisation” and “digitisation” of the brand.
The toymaker has restructured its management following the departure of previous group chief marketing officer Mads Nipper, who left in March to join Danish manufacturer Grundfos.
Nipper’s old role has been split into two, with former Revlon marketer Julia Goldin joining as CMO, and Loren Shuster arriving from Google as chief commercial officer. Both will join Lego’s group management board.
Lego CEO Jørgen Vig Knudstorp said, given the company’s “present strategic priorities”, it was “beneficial” to divide the role in two: “We have strong ambitions of globalising and innovating the LEGO experience.
“Our new team members come well equipped to supplement our present strong Corporate Management, and I am confident that they will bring in important experience to help us achieve our challenging strategic ambitions within globalisation and digitalisation.”
Goldin operated as EVP chief marketing officer at Revlon from 2010 until January 2014. Prior to that she spent three years leading Coca-Cola’s marketing in Japan.
Meanwhile, Shuster joins Lego from his position as managing director, brand solutions, Asia-Pacific at Google.