Per has worked at LEGO for over 21 years. He has seen the organisation through upturns and well as in crisis. He was a key player in the turnaround of the LEGO in the 2000’s. Per is passionate about strategy, business and talent development - always through the lens of the brand.
Per has served in various executive roles at LEGO with focus around brand, marketing, innovation and digital business development. Lately, Per directed a LEGO brand strategy and business development project in close collaboration with the Executive Chairman and Owner Family in order to form a vision and development roadmap for the next decade.
Per continues his connection with LEGO, serving on the LEGO House Advisory Board. He served as the Chair of the Board for Design School Kolding, Denmark between 2014-2019; was on the Design Advisory Board which counselled the Danish Ministry of Education on how to strengthen ‘Danish Design’ and promote it on a global scale; and was on the Board of Trim, a collaboration between the private sector, the public sector and educational institutions to further “innovation capabilities” across the triple-helix.
Per co-authored a Harvard Business Review article, Innovating a Turnaround at LEGO.