Lars is Global Director of Social Media & Search Marketing at the LEGO Group and is driving the well know and innovative toy company's social media & search strategy and execution.
He has been building the company's social media engagement from scratch and now leads a global team of social media & search marketeers that drives real-time engagement with consumers worldwide.
Lars has been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.
When he began in the company there wasn’t even an official LEGO page. This Christmas, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry.
In 2014 he also launched LEGO® TV in 40 markets. LEGO® TV is a native mobile experience for kids where they can experience high quality animated LEGO content and also heads up the LEGO YouTube channels which has reached more than 1 billion views.
Lars is based in London and has previously he worked for 10 years in the digital and broadcast media industry as digital strategist and later creative manager driving digital strategy and leading project development for Danish Broadcasting Corporation. He has also worked in the US, driving web development and user research. He holds and MA in Digital Media Science and a HD in Innovation and Organizational Strategy. @larssilberbauer