Lars is Global Director of social media & Search at LEGO and is driving the well know and innovative toy company's social media strategy and execution. He leads a global team of marketeers that drives the real time engagement with consumers world wide. Besides Social Media his team also drive the company's search strategy, recently launched LEGO TV and Youtube channel. 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.