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Cecilia Weckstrom

Senior Global Director, Head of Marketing Transformation

the LEGO Group

Country or State

United Kingdom


As a strategist, orchestrator, and growth seeker, I'm committed to inspiring and connecting people to realise their genius. At the LEGO Group, I lead strategic initiatives that harness experimentation at scale, digital transformation, data-driven decision-making, agile marketing practices, and innovation culture to transform marketing. Since joining in 2001, I have led several successful transformation initiatives involving new product lines, deeper relationships, better brand experiences, a greater focus on sustainability, and integrating inclusivity and diversity into the company's strategy and culture. Since I have been part of the company, which has grown over ninefold and navigated its turnaround to become one of the world's most powerful brands (Brand Finance) and one of the world's leading sustainability brands (Reptrak), I understand the stages of scaling and how to stay focused on purpose, people, product, and culture at all times. I have led teams to become high performers, re-aligned well-performing teams to become high performers, and turned around struggling teams to achieve a renewed purpose and impact. As an individual with a diverse career background and experience across multiple domains, I provide a holistic, enterprise-level perspective on change and transformation to people at all levels. I prefer to partner with colleagues, consumers and customers to co-create valuable outcomes. My mantra is if you want to go fast, go alone and if you want to go far, go together. In addition to my work, I'm an active community member serving on the board of organisations such as the National Saturday Club Trust and the International Advisory Board of HEC Paris and as an adviser to two health tech start-ups. Creatively, I write and produce music as Oxime.

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Current Position

Senior Global Director, Head of Marketing Transformation at the LEGO Group


Master of Business Administration (M.B.A.)