Heidi Bailey

Heidi Bailey is a Lecturer in the Marketing Department at the University of Connecticut School of Business, where she teaches courses such as Consumer Behavior, Personal Branding, Introduction to Marketing, and Marketing Planning and Strategy. With 27 years of private-sector experience at the LEGO Group in managerial roles like global leader for the LEGO Club and Brand Manager for LEGO Disney Princess, she brings expertise in brand management, digital marketing, and consumer relationship strategies. Heidi advocates for sustainable business solutions and co-created innovative products with major entertainment partners including Disney, Warner Brothers, and Lucasfilm.

• Education:
• 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.

She developed an interdisciplinary course (BLAW/HRTS 3254) focused on business solutions to societal challenges, aligning with UN Sustainable Development Goals. Heidi previously advised Honors Marketing Thesis students at UMass Amherst and mentored projects revitalizing Connecticut Environmental Action Day through marketing research and social media campaigns.