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, Sara has garnered acclaim as a pioneering figure in brand strategy and marketing.

Her strategic leadership was instrumental in positioning LEGO as the world’s most powerful brand, a distinction recognized by Brand Finance.

Following her success at LEGO, Sara joined De Beers as the company’s Global Head of Brand Marketing. There, she redefined the traditional marketing approach of the diamond brand by implementing an always-on digital strategy – successfully revitalizing its consumer relevance and global reach in the digital age.

In 2023 she was appointed Global Head of Brand at one of the world’s leading airline groups, Lufthansa Group. Here she leads a brand transformation that is redefining the aviation industry. Her work continues to push boundaries and set new standards for brand excellence across industries.

Sara Riis-Carstensen doesn’t just talk about brand transformation – she has lived it, shaped it, and continues to define it.