Lars SILBERBAUER

Just joined Nokia Mobiles / HMD Global as CMO and moving on from the job as Global Head of Brand, Marketing and Digital for the Olympics (IOC). An exciting journey. After having done 2 Olympics, it felt like the time to move on and it feels absolutely awesome to be back in London. 

It was a fascinating opportunity and challenge to be part of the Olympic movement in a historic year and through both Tokyo and Beijing Olympics. 

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Previously I have worked  their Senior Vice President of Viacom Digital Studios, leading teams in New York and Los Angeles. I relocated from London to New York from October 1st. Before that I was at LEGO leading their digital efforts. Leaving a brand like LEGO is tough and I put down the reasons here. 

 

My role at MTV was to drive the MTV brand on digital and focus on the development of digital originals. Press release here 

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My former role at LEGO was Senior Global Director of social media & Video at LEGO Group where I was responsible for the innovative toy company's global strategy and execution on social media, search and execution (paid and organic), YouTube channels, LEGO TV and the Chinese equivalent.

I built a global team of digital marketers in 5 different locations (London, Shanghai, Billund (Denmark), Los Angeles and Enfield (Massachusetts).

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When I started at LEGO group there wasn’t even an official LEGO page on Facebook. Last Christmas, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry and still in July 2016, Mediapost still ranks LEGO as the most engaging brand in the world on social media. 

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I've been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.

In 2014 I launched LEGO® TV in 40 markets. LEGO® TV is a native mobile experience for kids where they can experience high quality animated LEGO content and also heads up the LEGO YouTube channels which has reached more than 1 billion views.

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Before joining LEGO Group I've worked for 10 years in the digital and broadcast media industry as digital strategist connecting traditional broadcasting with digital experiences. Later on, I worked as creative manager heading up a team of designers and developers creating the illumination of the Danish Radio Concerthouse build by the French architect Jean Nouvel.  

I started my career in digitial working with webdevelopment and user research in New York and I hold a BA & MA in Digital Media Science and a HD in Innovation and Organizational Strategy.

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