headshot: ula (permission given)

Ula Bieganska

I started my career in marketing over 17 years ago when I joined Procter & Gamble in Poland, in Pantene marketing team. P&G has been a great school of marketing and professional path within the company brought me further to Geneva, where I took variety of assignments regional and global working with European, Middle Eastern and African markets. That chapter of journey has finished when LEGO Group has made a call offering me a position in their regional team in Prague. There are some jobs you simply do not refuse and working on LEGO brand was a childhood dream coming true. I started in a regional team looking after new products targeted to girls’ audience in Central and Easter Europe, however later I moved to Denmark and started working on setting up marketing for newly created Business Unit – Middle East and Africa, which brought me later to Dubai, where we opened a new office in 2018, recruiting the team for both offices – Middle East in Dubai and South African office in Johannesburg, bringing them on board and setting up ways of working with the rest of the LEGO Group.

I have always been passionate about market expansion, new brand launches and working in this part of the world has given me the opportunity to build a lot of marketing fundamentals from scratch: developing new, locally relevant campaigns (Imagination has no Gender, Ramadan occasion campaigns), expanding into trade in geographies, where LEGO brand till now did not play actively, opening new LEGO Stores and bringing the concept of creative play to the new kids across the region.
But what has been the most rewarding is to work in one of the most dynamic regions in the world, that combines entrepreneurial spirit and ambition mixed with cross-cultural influence of different nations that come together and share their uniqueness to create a new quality. It has shaped my creative thinking and allowed me to explore another childhood dream of becoming a writer and in August 2023 I have published my first fantasy novel ‘The Lizard’.