A veteran consumer packaged goods executive, Finlay brings expertise amassed over 25 years operating as a senior marketing and digital commerce strategist working with some of the world’s best-known consumer brands.
Starting his career on the agency side, Finlay supported clients in the CPG, leisure and travel sectors with top tier marketing firms in London, before being recruited over to the client side where he spent 17 years in marketing and e-commerce with world-class consumer products and retail companies. Starting with legendary toymaker LEGO in 1999, he launched and operated e-commerce, club and loyalty programs in 23 markets in Europe and Asia, ultimately moving into a leadership role in the LEGO Direct-to-Consumer business, which he helped to scale rapidly, creating a significant new revenue stream for the company. His success with these initiatives led him to LEGO’s US business where he headed the Consumer Marketing team with responsibility for shaping branding, store marketing, e-commerce, digital marketing, CRM and loyalty throughout the US, EMEA and Asia Pacific regions.
Following his tenure with LEGO, he spent seven years in senior executive roles at Disney, Fender, and Guitar Center building high performance teams, leveraging technology to increase brand relevance with rapidly evolving consumers, and scaling businesses both domestically and overseas.
Today Finlay is an independent business & marketing consultant for consumer brands around the globe based out of the Los Angeles area where he lives with his wife and three teenage boys.