Martin Urrutia
Global Head Retail Experience & Innovation,
Prev. LEGO Group
Martin Urrutia Islas is a Retail Experience Executive with 25+ years turning brand strategy and consumer insight into retail experiences that perform commercially and emotionally, shaped by a career spent living and working across different parts of the world. He spent the last 15+ years at The LEGO Group, where he built and led the Global Retail Experience function, using insight to shape how one of the world's most recognisable brands shows up across D2C and B2B stores and channels worldwide. His expertise spans innovative, scalable retail experiences, retail design systems, omnichannel connected experiences, and building high-performing global creative teams. A global keynote speaker, Martin brings a rare combination: agency-honed craft and boardroom-level commercial accountability, with a conviction that the smartest brand experiences turn insight into action and that insight-driven decisions are essential to creating experiences that are more relevant to consumers, more effective for brands, and ultimately deliver stronger commercial impact.
Sessions
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23-Sep-2026Intelligent Data & Customer Insights StageData to Decisions: How Insight-Led Brands Create Smarter Marketing - Panel
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