Urszula Biegańska

Urszula Biegańska has been building a career in international marketing for 18 years. She spent her first six years at Procter&Gamble, working in the local and global teams in Warsaw and Geneva, before moving to the LEGO Group – starting with the regional office in Prague, the global office in Denmark, to her current role as the Marketing Director for the Middle East and Africa. As part of this role, she co-founded the first LEGO office in Dubai, where she moved in 2019. She manages a multifunctional marketing team across the Dubai and Johannesburg offices.

Urszula’s speciality is launching brands on new markets. At the same time, she is involved in building social campaigns that aim to change perceptions in society about children’s talents. One example is the first campaign for the LEGO brand that showcases girls’ talents in the STEM field – Imagination has no Gender. Also noteworthy is the collaboration with the Arab space programme and young female inventors from the Emirates in the Girls are Ready campaign, which has been used by the LEGO Group on a global level. As part of the brand’s CSR activities, Urszula is involved in promoting play therapy for children on the autism spectrum and for elderly people suffering from memory and perception disorders.

For the campaigns she has created, Urszula has won numerous awards, including a bronze Cannes Lion, a gold and silver MENA Effie, and a gold MENA Lynx.

She is also active in the marketing community in the Middle East – she is a Board Member of the Marketing Society UAE, where she is responsible for coaching strategy and developing young marketing talent in the region. In her spare time, she pursues writing –so far has published three novels under the pseudonym Ula Gudel.