Speakers

Sara Riis-Carstensen is a recognized leader in global brand strategy, known for steering some of the world’s biggest companies toward iconic brand positions.

With a career spanning some of the world’s most iconic brands such as LEGO, Carlsberg, Giorgio Armani, De Beers, and Lufthansa, Sara has garnered acclaim as a pioneering figure in brand strategy and marketing.

Her journey began at LEGO, where she led a groundbreaking transformation that elevated the beloved toy brand to new heights of recognition and influence. When she joined the company, there was no dedicated brand strategy in place – so Sara built the foundation from the ground up,embedding brand thinking into the core of the organization. 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.

After a period working as a management consultant in New York, Sara took on her current role 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.

A sought-after keynote speaker, Sara regularly shares her insights at international conferences and within leading organizations, including Burberry, Coca-Cola, and Meta. She is known for her energy, authenticity, and sharp strategic thinking, offering audiences real-world inspiration drawn from decades at the forefront of brand leadership.

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