Helen Rutherford
Strategist @the LEGO Group
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WORK HISTORY
Strategist @the LEGO Group
Lead global creative commerce strategy across retail and digital, connecting brand storytelling with shopper conversion- Translate cultural and consumer insights into campaign strategies that inspire creative work and strengthen brand relevance- Partner with creative, insights, and media teams to deliver integrated global campaigns that resonate across regional markets- Developed strategies that reframed LEGO for new audiences and expanded the brand’s role in seasonal gifting occasions.
EDUCATION
Birkbeck, University of London
MSc, Marketing
Liverpool John Moores University
Master of Arts - MA, Fashion/Apparel Design
University of Nottingham
Bachelor of Arts - BA, Philosophy
ABOUT HELEN RUTHERFORD
I’ve spent over seven years inside LEGO, adidas, and Depop figuring out how strategy actually works when you’re balancing 25+ markets, quarterly pressure, and the gap between what people say they want and what actually changes their behavior.The best strategic work lives in that tension. At LEGO, it was understanding why reframing “play for girls” as “play for builders” unlocked a bigger opportunity. At adidas, it was seeing that Originals’ strength came from cultural credibility, not trying to out-innovate Nike. At Depop, it was realizing the platform only worked if we let the community lead, not the brand.I write about this - particularly the contradictions between what brands say and what drives their decisions on my substack - https://substack.com/pub/cultureofcontradiction
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