Peter Grinsell

Creative Design & Marcoms Leader

London, United Kingdom
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About me

Enthusiastic, innovative, Senior Creative Leader with over 17 years' experience across Toy, Entertainment, CPG and FMCG industries developing brands [LEGO, WOW Toys, Vanish, Resolve, Dettol, Lysol, Veet, Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends], increasing revenue, improving processes, building high-performance teams and fostering innovation, working in-house, client and agency side with cross-functional teams worldwide. Passionate about unlocking insights and opportunities to connect with audiences in more relevant and meaningful ways. Driven by great strategy, big ideas, inclusive design thinking and creating products, packaging, integrated campaigns, marcoms and experiences that make a difference. Strong creativity, approachable, able to deal with complexity, agile, resilient, high levels of curiosity with an effective entrepreneurial spirit.


  • Consumer Products
  • Product Design
  • Packaging
  • Brand Building
  • Branding
  • Integrated Campaign
  • Creative Art Direction
  • Communication Strategy
  • Creative Strategy
  • Creative Leadership

Companies I’ve worked with

  • LEGO Group

    LEGO Group

    • Education & Research
  • Mattel Inc

    Mattel Inc

    • Retail
  • W

    WOW Toys

    • R

      Reckitt Benckiser (11 countries)

      Work history


      Creative Manager [EMEA]

      Mattel Inc

      Aug 2018
      • Maidenhead, United Kingdom
      • Full Time
      • A twelve-month contract to establish and grow an EMEA Creative Hub responsible for end-to-end marcoms including creative strategy, ideation and design execution across retail activation campaigns, e-commerce and social content, customer publications, experiences, and events.


      Brand Strategy Consultant


      Mar 2018 - Jul 2018
      • London, United Kingdom
      • Freelance
      • AliveLab power the world of Mardles, a series of Augmented & Virtual Reality children’s entertainment products which come to life using a free App. Worked closely with the founders of Mardles to build a meaningful brand proposition, portfolio strategy, and framework, through a comprehensive brand and competitor audit. Designed and facilitated a series of creative workshops aimed to explore NPD and EPD ideas, license partnerships, brand awareness, and engagement opportunities.


      Creative Manager & Brand Innovation Strategist

      Sprout Brand Partners

      Jan 2018 - Aug 2018
      • London, United Kingdom
      • Freelance
      • Sprout is an independent design agency that, creates and grows brands by design. Working across print, packaging, digital and marketing communications; Sprout help brands blossom. Collaborated with a wide variety of clients from telecoms and property developers to start-ups and product entrepreneurs offering a broad service from strategic planning, event design, and management, to creative workshop facilitation and marcom asset development.


      Creative Manager EMEA

      LEGO Group

      Mar 2015 - Jan 2018
      • Slough, United Kingdom
      • Full Time
      • The Shopper Marketing Agency is the in-house communications team, responsible for delivering brand building and Omni-channel campaigns for the LEGO Group across the region. Defined creative briefs and brand strategy, ensuring creative campaigns, in-store activations, POS and shopper experience across retail, e-commerce, mobile, print and packaging were innovative, impactful and integrated through the line. Collaborated with clients, established, nurtured and maintained constructive relationships as a trusted advisor. Recruited several senior Art Directors into the UK team, managed their wellbeing, talent development, setting KPIs, mentoring, and regularly appraising performance.


      Jun 2012 - Feb 2015
      • Slough, United Kingdom
      • Full Time
      • A producer of well-known household brands in health, hygiene, and home products. Their mission, “to secure a healthy and happy life for us all”. Provided Design Management to global marketing/brand activation teams, identifying product, packaging trends and growth opportunities across all categories on Vanish, Veet, Dettol, Lysol and Resolve Brands. Responsible for nurturing creative agency relationships, ensuring clear and thought-provoking briefs inspired world-class initiatives, products, and packaging, that translated into desirable and commercially feasible design solutions.


      Head of Creative

      WOW Toys

      Aug 2007 - Apr 2012
      • London, United Kingdom
      • Full Time
      • A producer of high-quality preschool toys with a ‘No Batteries’ USP. Worked closely with the CEO/Senior Management team to set the brand strategy and new product development pipeline. Responsible for creative output across all channels, provided design leadership, vision, and expertise in hardline product development, packaging structure, graphic design and digital content to an in-house design team / freelance network.



      BSc Hons Industrial Design (1st)

      London South Bank University

      Sep 1997
      • London, United Kingdom