Sara Riis-Carstensen

Sara Riis-Carstensen is the strategic driver behind LEGO’s rise to global brand supremacy. With a career spanning some of the world’s most iconic brands, including Carlsberg, De Beers, Giorgio Armani, and Lufthansa, Sara has earned acclaim as a pioneering figure in brand transformation and in harnessing the power of culture to drive growth.

With a career spent transforming and developing some of the world’s most iconic brands, Sara brings unmatched, real-world credibility to the stage. At LEGO, she built the brand strategy that propelled LEGO to become the most powerful brand in the world.

Sara combines boardroom experience with magnetic stage presence. She doesn’t speak in theory – she speaks from the inside of bold brand transformations; she has lived them, shaped them, and continues to define them. For organizations navigating change, redefining cultural relevance, or seeking to build iconic brands, Sara delivers the clarity and momentum leaders need.

Speach at Techpoint:

When Algorithms Talk, Human Brands Win.

In a world where algorithms talk and chatbots sell, authenticity and cultural relevance have never mattered more. In this keynote, Sara Riis-Carstensen explores how brands can stay human, trustworthy, and truly relevant in an era shaped by artificial intelligence and rising consumer skepticism.

As technology accelerates, audiences are becoming more critical, more conscious, and harder to convince. So what does it take for brands to cut through the noise Discover why authenticity and cultural relevance are no longer nice-to-haves – but the ultimate competitive advantage. And learn how to build brands that don’t just keep up with culture, but actively shape it.