Merrybeth Lannan

About Merrybeth Lannan

I work at the intersection of trade, retail, and experiential marketing, partnering with customers and internal teams to turn brand strategy into high‑impact retail programs and live events that bring people together. In my current role, I support The LEGO Group’s largest global retail partner, developing and delivering experiences that engage guests, encourage repeat connection, and drive measurable business growth.My work focuses on creating meaningful, memorable experiences across in‑store, experiential, and omni‑channel environments—balancing creativity with disciplined execution. I bring my passion for purposeful guest engagement and take pride in delivering tangible business results while building strong, trusted customer relationships.At this stage of my career, I’m motivated by roles where I can stay close to the work—shaping ideas, collaborating deeply, and bringing experiences to life in ways that feel human, authentic, and commercially effective. I’m open to exploring opportunities that align with this focus, particularly those involving retail and experiential marketing, events, marketing communications, strategic partnerships, and customer‑led program development.I welcome thoughtful conversations about how my experience can support meaningful brand growth and create value for both customers and the business.Thank you! C••••••••@gmail.com203‑731‑1916Areas of ExpertiseTrade & Retail MarketingExperiential & Event MarketingGuest Engagement & Brand ActivationIn‑Store & Omni‑Channel MarketingCustomer & Account PartnershipsMarketing CommunicationsStrategic Planning & Business DevelopmentProgram Ownership & Commercial ImpactB2B & B2C MarketingCross‑Functional CollaborationGlobal, National, Regional & Local ExperienceConnect with me at: m••••••••@gmail.com HR Managers, Hiring Managers, Senior Managers, Vice Presidents, please connect with me to get access to my network deep in industry

Experience

1. Customer Trade Marketing Manager

   the LEGO Group

   Aug 2015 — Present · Enfield, CT, US

   Recognized for cultivation of strong, effective, and impactful customer, peer, and stakeholder relationships across a large matrix of key internal and external parties.* Lead the development and execution of integrated marketing campaigns for top retail partners (Target, Costco), aligning business objectives and guest insights to drive engagement, sales, and brand love.* Partnered with social influencer “Emmasaurus” to promote a Costco-exclusive set, leveraging social media to amplify reach and drive demand.* Led the development and execution of The LEGO® Group’s most impactful experiential campaigns, including the 2024 Target Mother’s Day in-store activation (resulting in an 86% sales lift and 29K+ guest engagements), the LEGO® Star Wars™ 25th Anniversary event (recognized as best in class at the 2024 Target Partners Summit), the LEGO® x F1 retail activation (driving a 4660% sales increase), and immersive brand showcases at Target Wonderland in three major media markets, amplified by social influencer engagement.* Collaborated on the full redesign of our LEGO Brand guest experience and in-store marketing strategy to better reflect brand identity, resulting in deeper customer collaboration, demonstrating strategic influence and brand stewardship.* Created innovative pre-order marketing content for a not-yet-available product, earning praise from senior leaders for creative problem-solving and campaign agility.* Deployment and on-going management of in-store marketing budget, optimizing spending to deliver high-impact, on-brand retail solutions.* Project lead on multiple cross-functional initiatives, ensuring timely delivery, stakeholder alignment, and measurable results.

Education

• American Management Association

  Business, Leadership, Management, Marketing, and Related Support Services

  2014 — 2015

Skills

• Marketing Communications
• Partnership Marketing
• Brand Management
• B2c
• Integrated Marketing
• Marketing Strategy
• Market Planning
• B2b
• Shopper Marketing
• P&L Management
• Alcoholic Beverages
• Iri
• Customer Insight
• Marketing
• Key Account Development
• Social Media Marketing
• Fmcg
• Brand Equity
• Partner Development
• Ac Nielsen
• Marketing Management
• Spectra
• Brand Development
• Segmentation
• Trade Marketing
• Trade Media Relations
• Nielsen
• Consumer Products
• Distributors
• National Promotions
• Merchandising
• Brand Awareness
• Brand Architecture
• Cross Promotions
• Business Development
• Relationship Marketing
• Field Marketing
• Sales Promotion
• Commercial Marketing
• Relationship Building