Why we’ve partnered with Women in data…

At the LEGO group we believe this partnership will help to strengthen and energize our conscious inclusion behaviors every day. We’re committed to building a diverse and representative organization in the image of the world. We want to inspire. We want to change. And we feel our partnership with Women in Data will help us on this journey to improve representation. We want everyone to experience the wonderful data space environment at the LEGO group and we hope to continue growing our global female talent pool and widening our network in the data world.


Martha Lauridsen - WiD
Ellis Bastholm Didriksen
Senior Data Specialist
Violeta Toquero_WiD
Violeta Saldaña Toquero
Data Scientist
“We’re committed to building a diverse and representative organization in the image of the world”

How THE LEGO GROUP see the data landscape changing in the UK in the next five years

We predict the following three trends will shape the future of the industry:

More and more data.
The increasing volume and variety of connected devices will generate exponentially growing data volumes. This will have important implications for underlying data technology – how companies build data foundations that are sufficiently scalable – and the prioritisation of data-driven initiatives.

DataOps. Not just data-driven projects. Historically, the extraction of information from raw data has involved many manual stages. Even where advanced machine-learning algorithms are involved. This is changing. Opportunities to put data science ‘directly into production’ to automate and improve many business processes are increasing. This emerging field comes with important responsibilities. So we see it as equally important that companies think about the third trend…

Ethical frameworks for Data Science and AI. Whether it’s the transparency of algorithms, or safeguards against unintended bias, there will be more and more focus on the way companies use data in a responsible way. Consumers are increasingly aware of the risks of data misuse, and the more companies can evidence that they’re doing the right thing, the better.

The world of data continues to be an exciting and vibrant field, and our partnership with Women in Data will help us build a strong, diverse workforce to unlock the huge value from data for our consumers, shoppers, partners and colleagues.

about the LEGO GROUP

We’re the LEGO Group. We’re all about imagination, learning and endless possibilities. And we’ve been inspiring and developing the builders of tomorrow since 1932. Over eighty years later, this mission is still at our heart. Every day, our people explore, create and discover – finding new ways to bring the power of learning through play to millions of children around the world. Now, we’re on an exciting journey of digital transformation. One that will see us push boundaries. Develop never done before ideas. And create awesome advances in knowledge and tech. Join us. It’ll be fun.

Expertise: Predictive Modelling, Translating Data into Actionable Insights, Communication and Engagement, Project Management.

Education: PhD in Agroecology, MSc in Hydrogeology, BSc in Water Engineering

Social Media: https://www.linkedin.com/in/saghar-m

My strive for equality started from an early age, due to the societal circumstances. Lucky to had been raised in an aware and supportive family, I learned to imagine and see myself where the norms said “exclusively reserved”.

Throughout my (ongoing) journey, I came to realize how vital the following are to achieve my goals; continuous self-education, keeping ‘inclusion and diversity’ at the heart of any effort, and not least of all, support!

Being passionate about environmental sustainability, I pursued my education in an STEM field where women were unrepresented, and the lack of role models was an impediment. Nevertheless, during university years I played an active role in various committees and mentorship programs to raise awareness, and to define an action plan for systematic changes.

I joined The LEGO Group in February 2022, an inclusive company where I found the shared vision and values. Currently, I am part of the Demand Forecasting team, where we utilize state-of-the-art modelling approaches and data analysis techniques to deliver high quality predictions. Collaboration and engagement with a diverse group of stakeholders only adds to the joy of my daily job.

Expertise:Data Fluency Capability Building, Data Training & Content Creation, User Experience & Usability Testing, Data Visualization & Storytelling, Documentation, Data Governance & Data Stewardship
Education:UX Academy, internal LEGO training focused on designing better user experiences
Chief Happiness Officer Academy, WooHoo Inc. Copenhagen
University of Southern Denmark – Economics and Business Administration
Social Media: https://www.linkedin.com/in/martha-sofie-lauridsen-5a84b58/

In my early career I often jumped into the rescue boat to head out and help users, and I acted as a lifeline they could always call with any data related challenges.
I got involved in tracing errors and teaching colleagues about data. I was learning by doing. Unlike others, I enjoyed doing reconciliations and identifying things that did not match – and explaining to others what the root causes were. Doing this gave me a deep understanding of the importance of having processes, master data and source systems looked after and in good shape. These are extremely important when working with data, however, often being ignored, or underestimated.

As part of our Data Office, I am now on a mission to help foster stronger data capabilities to help colleagues unlock the value of data. I am part of showcasing and role modeling what a data driven mindset is and facilitate a data fluent culture where focus is not only on tools and technology. Equally important are the ability to understand the business domain you are working in combined with a user centric focus and storytelling skills.

Joined the LEGO Group in 1995 as Consumer Sales Analyst. Have worked with data ever since in different roles – spanning both the business side in supporting and analyzing roles (e.g., as analyst and financial controller) and the IT side in enabling roles (e.g., as business process consultant and data manager)

As an introvert and Highly Sensitive Person I often sense things before others notice something is wrong. It also means that I am sometimes a bit ahead of what other people and the organization is ready for.

I am the proud owner of 2 electric cars, I relax when knitting and I am fascinated by the slow living thoughts and idea of retiring early.

Expertise:Leading initiatives to develop and promote data fluency across the organisation.Focusing on further strengthening the level of data literacy, building inspiring data communities and maturing data ethics to become part of best practices when working with data and analytics projects in the company.
Education: Griffith University, Brisbane, Australia, Master Degree, Asian Studies, December 2009
Technical University of Denmark, Global Business Engineer, 2004 – 2009
Social Media: https://www.linkedin.com/in/ellis-bastholm-didriksen-a151294/https://medium.com/@ellisdidriksen

As a person Ellis is driven by her passion to promote a learning and development culture across data related fields, both on organisational as well as individual level. This is reflected in her engagement of leading and developing a company wide data fluency initiative with the goal of empowering all colleagues to make more sense out of data.

To start up this Data Fluency initiative has required an experimental and agile approach with focus on testing, learning and adapting. Also, Ellis has engaged colleagues around her to contribute to the data literacy content on an internally developed platform. Promoting internal development of learning content in various shapes and forms, is in line with her strong belief in the great potential of surfacing tacit knowledge from all her talented colleagues across the organisation. This could span from insight on business domain data and processes, to hands on experience with analytic tools and techniques for data modeling and storytelling; all with the overall purpose of inspiring colleagues to continue their data learning journey.

She is also on a learning journey herself, as she is engaging in an initiative to make the company’s high-level Data Ethics principles more operational and useful to data and analytics projects. She is new to Data Ethics, however, very keen on acquiring the needed knowledge and practice to be able to help her colleagues become aware of Data Ethics and how to apply data ethical thinking in the development of new digital solutions.

It is important to Ellis to bring her best self to work and to engage in and spend her time on initiatives she sees value within. She believes that passion, curiosity and a bit of bravery now and then are important elements to bring people forward. So, in early 2021 it was natural for her to connect with and on-board the newly hired Chief Data Officer (CDO) to the Data Fluency initiative. As the CDO also regards Data Fluency as an important capability in current and future teams to be successful, he has rewarded the initiative by elevating and creating a team focusing on Data Literacy, Data Strategy and Data Ethics within the Data Office department.

Ellis sees this both as a recognition and a motivating factor to continue the data literacy journey with her colleagues, and it confirms her view on following what you believe in and dare to speak up about ideas and dreams you may have for your professional career.

Besides being an a Senior Data Specialist at the LEGO Group she is living a family life, married and a mother of two daughters. She strives to be a role-model and to convince her daughters that they can grow up and aspire to careers and life paths as they find interesting. She hopes that they will see a world of opportunities regardless of gender and other potential biases in society. If she as a mother with an engineering degree and a current job in a data organisation can inspire them and other females to follow their interests and dreams, she would be very happy.

Expertise: Predictive and attribution models, marketing/advertising platforms, automation, media testing, optimization, data visualizations, data story telling

Education: Computer engineering degree, superior degree in statistics techniques, master for teaching maths, music degree and some online training (Google and Meta courses, Stanford University, IPA, ESI, Databricks Academy, Udemy, Coursera…)

Social media details: https://www.linkedin.com/in/violeta-toquero/

I am a passionate Spanish woman who always fights for equal rights and fairness wherever I go. It may come from my dad, who always did the same, went to demonstrations and played music at home with strong messages about doing our bit to improve the world.

I have enjoyed maths, detectives stories, solving puzzles and problems since I was a child.
After studying computers and statistics at Valladolid University, I decided to start my life adventure by moving to London. Over the years, aside from working in marketing and data science in this vibrant city, I traveled the world to learn from other cultures and ways of living, using any opportunity I had to help others: volunteering for the Red Cross, teaching in schools, giving meals to the homeless… anything I could do to give back.

Despite being much more privileged than the people I met, I feel life hasn’t always being easy, constantly having to prove my worth and stand up for equality – maybe it was the reality of being born in a working class family, in the 80s, back when you didn’t see many women studying engineering… but after emigrating to the UK, I have always thought that anything is possible if you put your mind to it and work hard.

Having developed my career for over a decade, I still have the same passion for statistics and the same drive to use my skills and knowledge for the greater good, as when I started.

Since I joined LEGO at the end of 2021, in addition of building cool models to contribute to the mission of reaching all the kids in the world, to be inspired and become the builders of tomorrow, I have taken part in endless volunteering opportunities that the company offers: sponsoring the continuation of the schools projects where I worked in Africa, raising funds to help kids suffering with cancer, showing kids in London how to be creative…

I can’t think of a better place to work, where I am truly accepted for who I am, and able to combine my two passions: stats and giving back to the community!