Sara Riis-Carstensen

With an acclaimed career spanning some of the world’s most iconic brands, including her role as the strategic driver behind LEGO’s brand supremacy, Sara Riis-Carstensen shares how creative, disruptive—and happy—teams are a blueprint for success.

Armed with a wealth of experience from roles at companies such as Carlsberg, Giorgio Armani, De Beers, and currently Lufthansa, Sara Riis-Carstensen possesses a unique perspective on the intricacies of brand strategy and premium brand positioning. At each juncture, she has harnessed her expertise to drive transformative change and craft resonant narratives that captivate audiences worldwide.

Sara’s journey began at LEGO, where she orchestrated a groundbreaking transformation, elevating the beloved toy brand to unparalleled heights of iconic recognition and influence. Under her leadership, LEGO ascended to the coveted position of the world’s most powerful brand, a distinction underscored by the prestigious ‘Brand Finance’ ranking. Additionally, her visionary initiatives propelled LEGO into a new era of innovation and engagement, yielding a plethora of award-winning campaigns and creative activations.

Transitioning to De Beers, Sara embarked on yet another transformative endeavor, revolutionizing the renowned diamond company’s marketing paradigm. By pioneering an always-on digital strategy, she propelled De Beers into the digital forefront, fostering meaningful connections with consumers across social channels.

Sara currently serves as the Head of Brand Strategy & Premium at Lufthansa Group, where she continues to shape the landscape of brand innovation.

In her keynotes, Sara offers a glimpse into the inner workings of brand transformation, drawing examples of award-winning campaigns and strategies from her global career to inspire and empower leaders to chart their own path to success. With an unwavering commitment to excellence and innovation, Sara Riis-Carstensen continues to redefine the boundaries of brand strategy, leaving an indelible mark on the global stage.