Alex Mawer
Senior marketing and brand leader with more than 25 years of experience across tourism, leisure and heritage, including global leadership at the LEGO Group and national tourism marketing at VisitEngland.
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25+ Years
Marketing & Brand Leadership
LEGO Group
Former Global Marketing Director
VisitEngland
Former Marketing Director
£30m Budget
National Tourism Marketing Leadership
Building brands, audiences and visitor destinations at national and global scale.
Alex Mawer is a senior marketing and brand leader with more than 25 years of experience shaping organisations across tourism, leisure, heritage and visitor attractions.
As Global Marketing Director at the LEGO Group, Alex guided brand and visitor strategies across nine LEGOLAND Parks and 27 LEGOLAND Discovery Centres worldwide, combining global brand management with the commercial realities of destination marketing.
Earlier, as Marketing Director of VisitEngland, he led national tourism campaigns for No. 10 Downing Street and the Cabinet Office, overseeing a £30 million budget and a 60-strong international team.
Alex has also held senior roles at the Lawn Tennis Association, Capita and Hornby Hobbies, and currently serves as a Non-Executive Board Member of the Wildfowl & Wetlands Trust.
Selected leadership appointments
Hornby Hobbies
Marketing experience within one of Britain's best-known modelling and hobby businesses.
Lawn Tennis Association
Brand and audience development within a major national sporting organisation.
VisitEngland
Led national tourism campaigns with a £30m budget and 60-strong international team.
LEGO Group
Oversaw marketing strategy across nine LEGOLAND Parks and 27 Discovery Centres worldwide.
Wildfowl & Wetlands Trust
Board-level contribution to a major national conservation and visitor organisation.
Model Britain
Providing strategic guidance across brand, marketing, positioning and audience development.
Brand strategy. Audience development. National positioning.
Alex brings to Model Britain experience of building and marketing brands whose success depends on creating emotional connection, public relevance and strong reasons for people to visit.
His background with LEGOLAND and VisitEngland is particularly relevant to the project, combining global visitor-attraction marketing with national destination strategy and large-scale public campaigns.
As a member of Model Britain's Advisory Board, Alex helps shape how the project is positioned, how its story is communicated and how the destination develops a distinctive identity capable of reaching audiences across the UK and internationally.
