Sara Riis-Carstensen

Sara Riis-Carstensen

Director, Brand Development at Lego Group
London, United Kingdom

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Director, Global Brand Development
LEGO Group
May 2016 - Present (2 years 8 months)
• Driving the global & regional strategy on how to build and sustain the LEGO brand in the future
• Managing the global Brand Excellence Team that supports Europe, China and the US
• Responsible for the development of the Global LEGO Brand Positioning Platform
• Defining and implementing a new Brand Operating Model impacting the entire marketing value chain
• Acting as close strategic advisor towards Corporate Management areas – this is a very visible position which demands personal authority and strong stakeholder management skills
• Acting as strategic and creative brand consultant towards global marketing functions and local markets
• Part of the global Marketing Management Leadership Team reporting into the VP of Marketing Management
Senior Marketing Manager, Global Brand Development
LEGO Group
July 2013 - May 2016 (2 years 10 months)
• Responsible for the development and implementation of the LEGO Group's first Global Brand Strategy
• Key driver in conceptualizing the definition of the LEGO Brand Framework and LEGO Brand Identity in close alignment with internal and external stakeholders
• Managing the roadmap and strategy for building the LEGO brand in China
• Key driver in the development of the first local Brand Building Campaign in China
• Key driver in the development of the first globally successful Brand Campaign across 15 markets
• Acting as strategic and creative brand consultant on several successful local brand campaigns and brand activations across Europe, US, Asia, South Pacific, Visegrad & Russia
• Responsible for setting up a new annual global Brand Tracking Tool in collaboration with Millward Brown
Marketing Manager, Global Brand Development
LEGO Group
November 2010 - July 2013 (2 years 8 months)
• Responsible for building the Global Brand Development Department from scratch – there had not been a global brand department prior to my role
• Responsible for the global brand agenda i.e. Marketing to Children Policy, Visual Identity Development, Brand Manuals, Logo Development, POS and Global Packaging Design
• Responsible for securing strong brand governance
• Acting as strategic and tactic advisor on various global projects e.g. LEGO Movie, LEGO House, LEGOLAND, and Social Media
• Responsible for global and local partnerships i.e. Co-Marketing, Co-Promotions and Licensing
• Fully responsible for the development and implementation of a very impactful local Dad’s Campaign in the UK market including localization to the US, Germany, Australia, New Zealand and Holland
Company Branding Coordinator
Carlsberg Group
August 2008 - October 2010 (2 years 2 months)
• Acting as internal corporate brand consultant towards local markets and global functions
• Supporting the development of the Carlsberg Corporate Visual Identity
• Securing strong governance of the corporate Carlsberg brand
• Driving the development of a new online brand guide in order to facilitate strong knowledge sharing
• Managing the production of the internal movie ‘Faces of Carlsberg’
• Driving the development and implementation of a global picture database
• Supporting Group Communications on various brand related tasks, challenges and presentations
Marketing Assistant
Mindstorm Interactive Surface Solutions
February 2008 - August 2008 (6 months)
• Produced various marketing materials
• Conducted competitive analysis
• Arranged product launch events and facilitated press contact
Media Coordinator at Farnborough Airshow
Northrop Grumman
July 2008 - July 2008 ()
• International defence industry
• Coordinated journalists visiting Northrop Grumman during the Farnborough Airshow
• Assisted the communications team on various tasks
• Provided information to journalists in a strategic/political way


MSc Marketing Communications Management Grade 10,6

2008 - 2010 (2 years)
GPA 10,6 Master Thesis: "How Brands Can Join the Social Media Party" Exam project about a co-branding campaign between Saxo Bank and Forbes was nominated for a DRRB Advertising Effectiveness Award 2009.

New York

2009 (1 year)
Courses on the MBA program in Management, Branding and New Product Development GPA: Straight A’s

BSc Studies - International Marketing

2007 - 2008 (1 year)

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