Senior Global Director of Social Media & Video at Lego Group
Lars Silberbauer, the creator of Lego's global success on social media and video platforms. According to The Holmes Report, Lars is one of the 25 most innovative and influential marketers in Europe. Lars holds a BA in Film and Media Science and an MA in Media Science (Computer Media Science) from University of Copenhagen as well as a Graduate Diploma in Business Administration from Copenhagen Business School.
Before his role in Lego, Silberbauer spent 8 years working in broadcasting TV, for example as Head of Social Media for the Danish Broadcasting Corporation. In 2011 he has started his successful career at Lego as Social Media Strategist, soon becoming Lego’s Head of Social Media. From 2013 to 2016 he was Global Director of Social Media & Search and since 2016 he is Senior Global Director of Social Media & Video at Lego Group.
Lars has been building the company’s social media engagement from scratch and now leads a global team of social media & search marketeers that drives real time engagement with consumers worldwide. His strong background in content and publishing has made him able to develop a new level of digital content marketing globally for the Lego Group. When he began in the company there wasn’t even a Lego Facebook page and in 2015 Adweek scored Lego as the number one brand on social media and YouTube. As Head of Social Media at Lego, Lars Silberbauer has brought in a new level of engagement and focus to Lego's global digital presence.Lars Silberbauer also is globally a well-known speaker on leading conferences and his lectures give insights into the work of one of the world’s top digital transformation leaders.
Entrepreneur and Founder of eyeOS
Expert in leadership and innovation. Director of Innovatrium Institute for Innovation.
Member of the Executive Committee of the European Bank. Chairman at Societè Générale
Former CEO for Mercedes AMG Petronas Formula One Team