Aaron Mitchell

As brands compete to build deeper, longer-lasting customer relationships, LEGO is redefining what membership means in a personalised world. In this keynote, Aaron Mitchell shares the transformation journey behind LEGO's rapidly growing membership ecosystem, which tripled in size within two years. Gain insight into how LEGO is building trusted, emotionally connected experiences through radical collaboration, customer-first thinking, and organisational transformation. 

Learning Objectives 

• Explore how membership can evolve from a transactional programme into a long-term relationship strategy
• Discover how LEGO approaches personalisation responsibly across diverse customer groups
• Learn how customer-first collaboration and new ways of working can accelerate organisational transformation 

Key Takeaways 

• Strategic insight into building emotionally connected membership ecosystems that drive long-term loyalty
• Lessons on balancing personalisation, trust, and privacy within a global customer experience strategy
• A high-level perspective on transforming teams, processes, and collaboration models around customer needs