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Sara Riis-Carstensen

Sara Riis-Carstensen

Head of Global Branding at the De Beers Group & Former Director of Global Brand Development at LEGO

Sara Riis-Carstensen is the woman behind LEGO’s global brand success..

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Bio

Full Bio

Sara Riis-Carstensen is the woman behind LEGO’s global brand success. During her time at LEGO, Sara transformed the toy brand into the most powerful brand in the World (recognized by ‘Brand Finance’). Sara is considered one of the world’s leading thought leaders for all things brand and marketing. She draws on experience from positions at LEGO, Carlsberg, Giorgio Armani, and De Beers.

When Sara began working for LEGO there was not a strategy or a dedicated department working on the brand. Sara created LEGO’s first global brand strategy from scratch and she implemented organizational change to aggressively grow the brand and make LEGO a genuinely customer centric company.

Moreover, Sara drove several iconic brand campaigns and creative activations across the World – many of these are award winning.

After creating LEGO’s global brand success, Sara joined the World’s leading diamond company, De Beers. Here, she revolutionized the company’s approach to marketing by developing an always-on digital strategy. This included moving the company from being non-existent on digital channels to engaging hundreds of thousands of consumers on social channels.

Today, Sara is a sought-after strategic consultant who helps international clients build and transform their approach to branding, marketing and creative executions.

Sara is on the Digital Advisory Board of the prestigious Royal Ballet School in the United Kingdom.

Sara is a frequent speaker at global forums, conferences and events. Her style is energetic and her keynotes give insights into the work of one of the world’s top brand transformation leaders. Due to the nature of her work, Sara is used to engage diverse audiences ranging from top executives to local managers.

Sara has been a keynote speaker at public events and at private companies such as Burberry, Facebook, Coca-Cola, and many others. She is consistently ranked in the top 5% of all keynote speakers at the events she attends.

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Topics

Topics

Building a Brand. Brick by Brick

The Future of Power Brands

Don’t Grow Up. It’s a Trap

Videos

Videos

Sara Riis Carstensen
Sara Riis-Carstensen NEXT MBA invitation

Books

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The American Psychological Association was thrilled to have Dr. Antonia Novello as our speaker for the 2024 APA Convention. Dr. Novello was fantastic, and her presentation was a tremendous success. Thank you, Peter, for all your hard work in making this event such a resounding success.

American Psychological Association

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It was an absolute privilege to have Dr. Sanjay Gupta as our keynote speaker for the 2026 GME Leadership Conference. He delivered an outstanding address that resonated deeply and left a lasting impression on everyone in the room. The entire planning process was seamless and collaborative. It was a pleasure working together, brainstorming suggestions, and ultimately selecting the perfect fit for our event. We couldn’t have asked for a better experience.

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It was a great pleasure to work with PDA Group! The communication was always prompt, friendly and helpful. We loved the speakers and events we booked through Mr. Peter Walker (PDA Group).

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