Alex Ayling

Ayling is an editorial leader who helps iconic brands turn audiences into fandoms. As head of content and editorial at the LEGO Group, he leads audience-first content strategies and experiences that connect the brand with children, families and adult fans across its owned-channel ecosystem. His previous roles include leading content for Wizarding World Digital and establishing the Digital Studios team at BBC Studios (formerly BBC Worldwide), where he worked with passionate global communities around properties including Doctor Who, Top Gear, BBC Earth and Sherlock. Ayling’s work sits at the intersection of storytelling, audience insight and digital innovation. He champions an approach that goes beyond traditional content marketing, creating useful, entertaining and participatory ideas that earn attention, strengthen loyalty and give fans meaningful ways to engage with the brands they love.