Heidi Bailey



Education/Professional Certification

MBA, Western New England University
BBA, University of Massachusetts Amherst.
Digital Marketing Certificate, Cornell University
Sustainable Business Strategy Certificate, Harvard Business School Online

Areas of Expertise

Relationship Marketing
Content Marketing
Marketing Planning and Strategy
Brand Management
Consumer Behavior
Sustainable Business Strategy


Heidi Bailey has 27 years of private sector experience at the LEGO Group in various managerial roles, including as a global leader for the LEGO Club and Brand Manager for the LEGO Disney Princess line. She built strategy and growth of the LEGO Club from 20,000 members in the US to 5 million members in 17 countries driving mutual value creation for children and the LEGO Group across print, digital and in-person experiences. She also co-created innovative new products, content and experiences with colleagues, consumers and partners including Lucasfilm, Disney, Warner Brothers, Merlin Entertainment, TT Games and more. Her professional strengths include global team leadership, brand management, digital marketing and consumer relationship management.

Heidi began her career in higher education in 2018 when she joined the University of Connecticut School of Business as a Visiting Instructor.  She has also been a Lecturer at UMass Amherst where she has taught Product Management and an Honors Marketing course called “Tools for Professional Success.”

Heidi joined the UConn faculty as an In-Residence Instructor in Fall 2023.  She teaches Consumer Behavior, Personal Branding, Introduction to Marketing, and Marketing Planning and Strategy courses to UConn undergraduates at the Storrs and regional campuses.

Heidi is a sustainable business strategy advocate.  In Spring 2021, Heidi developed and taught an updated curriculum for an interdisciplinary course — BLAW/HRTS 3254 Business Solutions to Societal Challenges — where students learn to:

  • Define societal challenges from a human rights perspective.
  • Identify the challenges faced by a business in generating positive social impact.
  • Understand the evolving field of social entrepreneurship and social innovation, and demonstrate how this understanding can be used to engage communities and businesses in problem solving.
  • Explain how to challenge existing theories and concepts of what business can look like in the 21st century through academically rigorous, creative, critical analysis and applied experience.
  • Identify the UN SDG’s, recognize the role business can play in solving these societal challenges, and how companies can use the Ten Principles of the UN Global Compact to guide and support them.
  • Demonstrate collaborative teamwork, specifically how to communicate clearly and convincingly.
  • Know themselves as a social change agents: Hone their sense of purpose as they think creatively about innovative strategies to solve societal challenges, ensuring a better life for future generations.

In 2019 and 2020, Heidi advised Honors Marketing Thesis students who acted as marketing consultants to UConn Extension to revitalize Connecticut Environmental Action Day (CEAD).

  • CEAD is sponsored by UConn Extension’s 4-H program and brings middle school students to the UConn Storrs campus where they work with UConn faculty, staff and students to learn about environmental issues.
  • The Honors students conducted marketing research and created a marketing plan to recruit UConn student volunteers for CEAD. They also planned and implemented a Social Media campaign to encourage UConn students to take the #ClimateChangeChallenge and then post their actions using #ExtendtheChange to encourage friends and families to do the same.
Contact Information
Mailing AddressUniversity of Connecticut, School of Business, 2100 Hillside Road, Unit 1041, Storrs, CT 06269
Office HoursBy Appointment
CoursesMKTG 3101, MKTG 4362, MKTG 3208, MKTG 2237, BLAW-HRTS-MKTG 3254
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