Why: LEGO was looking to convert its free-to-consumer direct marketing magazine into a profitable, subscription-based revenue stream.

What: As lead writer and editorial director of Lego’s DTC marketing program, I cultivated strategic alliances with the various category teams to help develop robust content strategies that elevated the perceived equity and increased the sales of their individual product lines. The resulting success enabled us to efficiently leverage our free-to-consumer direct marketing program (LEGO Magazine) into a profitable, subscription-based revenue stream. (BrickMaster).

Role                Content Strategist, Lead Writer, Editorial Director  

Who                Lego Brand Creative