Orlando Machado, chief data officer, The LEGO Group
Describe your career to date
I’m privileged to have entered the field of data science before anyone used that term. My first job was in academia, building statistical models for a university epidemiology department. I don’t think I spoke about epidemiology for nearly 20 years, but it suddenly became trendy again in 2020...
I’ve since taken roles across a broad variety of industries, from automotive marketing to financial services, with the common thread of turning data – big and small – into value. This has ranged from improving shopper experience through better personalisation to using of natural language processing to help insurance underwriters process medical documents more quickly.
In 2021, I joined the Lego Group to launch and lead the organisation’s first data office. It’s a real honour to be part of an organisation that I have admired since childhood.
What stage has your organisation reached on its data maturity journey?
The Lego Group has been able to get value from data for many years, from analysing marketing spend to developing recommendation engines for our direct-to-consumer website. We’re looking to improve our maturity in adopting consistent ways of working, and ensuring that data flows efficiently and effectively from data producers to data consumers, so that our data solutions become much more scalable. We also want to increase the reach of our data science solutions.
Tell us about the data and analytics resources you are responsible for
In my organisation, we have around 150 people based in the UK, Denmark, Hungary and the US. A large proportion of the team are data engineers and data scientists. We also have data specialists – a broad term that we use for a variety of data roles, ranging from the interpretation of insight to the development of data ethics frameworks. Also in the team is a delivery office as we have recognised the importance of professionals who can help us work effectively, such as product and programme managers, and agile coaches.
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