Heidi Bailey acts as a key strategist for LEGO Club relationship marketing globally, influencing more than 3 million members in 10 countries. Her focus is on the U.S. and Canada markets, managing member relationships via multi-media channels, including print, web, e-mail and in-person engagement. During her 20 years at the LEGO Group, the LEGO Club reach and breadth of relationship with families has grown and yielded substantial returns while helping to inspire and develop the imagination and creativity of its members.