Interview: Jo Garland Director, Customer Engagement EMEA at the LEGO Group
TRB sat down with Jo Garland: CXA Top 50 Women Shaping CX 2024 | CXFO Power 100 2023 and 2022 | Chair Learning Alumni Group at Henley Business School
Your career spans several impressive roles in customer experience. Can you share some of the pivotal moments or lessons that have shaped your journey to your position now?
Absolutely. I’ve had a long career in customer service and experience, often leading large teams across retail and service functions. Two pivotal moments really stand out.
Subscribe to TRBThe first was relatively recent when I moved into a specialist business-to-business contract management role within an outsourcer. It was outside my usual customer leadership remit and pushed me into unfamiliar territory. I quickly developed skills in areas like contract negotiation and financial governance, which really broadened my commercial understanding. But more importantly, it helped me realise something essential: I thrive when I’m close to the customer and leading people.
So, I made a conscious decision to pivot. I left that role and came back to where my passion and strengths lie. That brought me to the LEGO Group, where I now lead customer engagement across EMEA. It’s a role that feels like a perfect match for both my values and my experience.
The other defining moment came earlier in my career, during a six-month secondment leading the Waitrose Customer Care team in Bracknell. It was my first real test in a new, complex environment, and it taught me resilience, stakeholder management, and how to deliver under pressure. It shaped the leader I’ve become today.
I’ve learned that the greatest growth often comes when you step into uncertainty, trust your instincts, and take a risk.
Who have been the standout influencers and role models in your career?
I’ve been incredibly fortunate to work with and learn from some fantastic leaders over the years. Internal and external mentors have supported me at various stages of my journey, but one person stands out, Michael Jacobs, my branch manager at Waitrose early in my leadership career.
He gave me a significant opportunity, trusted me with a complex leadership role when I was still quite new, and most importantly, he did not hand me all the answers. He gave me space, challenged me, and allowed me to find my own way. That trust built my confidence and taught me how to empower others.
It’s a philosophy I’ve carried into my own leadership style. I believe in nurturing independent, resilient teams with supportive challenge and a coaching approach.
What drew you to the LEGO Group, and what is it about the brand’s approach to customer experience that excites or inspires you most in your role today?
The LEGO Group has always been a dream brand for me, one of those rare companies that balances purpose, creativity, and colleague engagement. In fact, years ago when I worked at Waitrose, I visited the very LEGO office where I work now. I remember meeting my predecessor and thinking, “Wow, what an incredible role.” Now, I am in that seat. It was a full-circle moment.
What drew me here and what continues to inspire me, is how deeply LEGO Group lives its values. There is a powerful mission behind everything we do: to inspire and develop the builders of tomorrow. That resonates with me as a leader, a parent, and someone enthusiastic about purpose-led work.
The culture is genuinely people-first. We innovate constantly, collaborate across regions and disciplines, and always aim to delight our fans, young and old. The company consistently places experience, imagination, and ethical business at the core of every decision. That is incredibly rare and incredibly motivating.
The LEGO Group is known for creating deeply emotional and engaging experiences across generations. How do you and your team ensure the customer experience remains fresh, inclusive, and impactful globally?
This is one of the most exciting and challenging aspects of working at the LEGO Group. We serve such a broad audience: from toddlers to adult collectors, from nostalgic grandparents to next-gen creators. We have a very talented, global team who make sure we can connect with all audiences across the globe in an engaging way. In our team we speak over 30 languages so wherever you are in the world you get an awesome service!
Looking ahead, what do you believe will define outstanding customer experience in the next 5 to 10 years for all retailers and customer-facing businesses, and how should organisations be preparing for that future today?
Great question, and one that is top of mind for many leaders right now.
Predictive service and advanced personalisation
Customer will expect brands to know their preferences, anticipate needs and resolve issues before they occur.
Omnichannel to Unified Commerce
Switching between digital, social and physical touchpoints must feel effortless and connected, accompanied by a true single view of the customer and product availability.
Purpose and trust
Customers will increasingly choose brands that are transparent, sustainable and values driven
How can organisations prepare?
- Upskill team in digital empathy, AI collaboration and CX agility.
- Create a culture where everyone owns the customer experience, not just the front-line or support teams.
- Highlight sustainability to customers and integrate it into everyday practices across the organisation.
It is about designing organisations that are as adaptive, curious, and human as the people they serve.
Closing Thoughts
Jo Garland’s career is a masterclass in purposeful leadership, adaptability, and customer obsession. From leading teams at Waitrose to shaping customer engagement at one of the world’s most beloved brands, her journey reminds us that meaningful CX starts with people—both the teams we lead and the customers we serve.
We’re proud to feature Jo in this edition of The Retail Bulletin and look forward to part two of her insights in our spring follow-up.
To connect with Jo or hear her speak at upcoming events, follow her on LinkedIn.
