Sietse Bakker

Eurovision Song Contest 2021

Executive Producer

Tom Webster

CISCO

EMEA Paid Social Media Manager

Lars Silberbauer

Olympics (IOC)

Global Head of Brand, Marketing and Digital

Lars Silberbauer is the Global Head of Brand, Marketing and Digital at the OIympics (IOC). According to The Holmes Report, he is one of the top 25 most prominent marketers in Europe today. By formulating his own strategy and putting the team together, Silberbauer turned Lego into a global digital force. Lars assisted Lego in becoming successful on video and social media platforms. He then went on to become Senior Vice-President of Viacom’s MTV Digital Studios.

Lars obtained a MA in Media Science, a BA in Film and Media Science, and a Graduate Diploma in Business Administration.

Lars Silberbauer spent eight years in broadcasting television before joining Lego. During those eight years, he held various positions, including Head of Social Media for the Danish Broadcasting Network. He began his remarkable career at Lego in 2011 as a Social Media Strategist. Lars quickly rose through the ranks to become the company’s Head of Social Media.

Lars designed and implemented Lego’s social media engagement strategy from the ground up. He oversaw a global team of social media and search marketers that interacted with consumers in real-time. As a result of his extensive experience in content and publishing, he managed to take the Lego Group’s digital content marketing to a whole new level. Thanks to him, Lego TV made its debut in 24 markets in 2014, gaining a total of over 12 million fans. Moreover, the YouTube channel has received over one billion views in a single year. When he started working for Lego, there was no such thing as a Lego Facebook page. However, by 2015, Adweek had ranked Lego as the number one brand on YouTube and social media. 

Previously Silberbauer was responsible for the creative development and production of MTV’s digital originals, as well as the management of the company’s digital brand social channels, such as “Cribs” and “TRL.” He assists the company in its efforts to expand across platforms as it adapts classic shows for digital distribution and releases new series.

Janina Jahns

Diageo

Senior Culture & Entertainment Manager, Northern Europe

As a renowned expert in the F&B industry, Janina Jahns has been responsible for communication for the aperitif category in Northern Europe (GASP, BeNeLux & Nordics) as Senior Culture & Entertainment Manager since 2020. Thanks to her cross-industry know-how and many years of experience in PR and marketing, she created an international reputation in interdisciplinary communication and innovative strategies. Now she uses her expertise for Diageo and creates campaigns for brands such as Tanqueray, Belsazar, the 0.0 category, and Gordon's.

Janina Jahns is not only responsible for the development of communication strategies, creative platforms, and comprehensive partnerships but also for the supervision of holistic campaigns in cooperation with PR, media, and event agencies. Furthermore, as Senior Culture & Entertainment Manager, she also pays attention to essential social challenges that affect the roles and goals of Marketing campaigns. In this context, it also strengthens diversity and inclusion activities to do justice to the importance of equality at Diageo, both in external and internal responsibility.

Her great motivation for holistic communication arose during her studies when Janina Jahns gained her first experience in supporting the multiple awards-winning campaign "Ringen um Olympia" by pioneer communications. With her career starting at Edelman, where she primarily looked after customers from the spirits industry (including Diageo and Bacardi), she made a name for herself with her innovative campaign ideas. In 2016 she switched to rpm in the beauty industry. She gained new impetus there with the B2B communication for various brands of Wella Professionals. Later she took another step towards Diageo at Häberlein & Maurer. In her position, Janina Jahns looked after premium brands such as Ketel, Bulleit, Roe & Co, Talisker, Belsazar, etc., before moving to Diageo on the company side in 2019.

Madlen Nicolaus

SAP Concur

VP Marketing EMEA

In her capacity as VP EMEA Marketing at SAP Concur, Madlen is responsible for all
marketing and pipeline generation activities across 20 countries.
A true European by nature, Madlen is a strong believer that multiculturalism and
sustainability must go hand-in-hand to create innovative and powerful marketing strategies
that will stand the test of time.
Not content just to oversee the delivery of high performing marketing at an EMEA level,
Madlen is a keen learner who has been involved in every part of the marketing mix: starting
her career in PR working for the likes of Cisco and Microsoft while at Fink & Fuchs Public
Relations AG, she then dived into social media marketing at Kodak; before joining
Salesforce, where she quickly became Head of EMEA Cloud Marketing.
This ability to master every discipline has helped Madlen develop marketing strategies that
encompass every part of the marketing mix for maximum impact, while understanding the
intricacies of each function.
A strong team player, Madlen believes in leading from the front without ever losing sight of
the bigger picture. Today, she gives it back to the community by mentoring aspiring women
to help reach their full potential, raising her three children, and is part of a rowing team in her
free time.

Florence Grouard

SAP Concur

EMEA Marketing Strategy Director

In her capacity as EMEA Marketing Strategy Director at SAP Concur, Florence is
responsible for supporting marketing leaders across 11 market units to deliver sustainable
go-to market strategies and campaign rollouts.
Her motto, “truth is data, performance is in actionable data”, plays a central part in her vision
for results and insights-driven international marketing. Prior to SAP Concur, Florence spent a
decade working in marketing and sales roles in both large corporations and start-ups,
including HP, Business & Decisions (now part of Orange Business Services SA) and
Smartesting. This broad experience has enabled Florence to develop a ‘Swiss army knife’
approach to marketing, know how to scale operations up and down, and adapt to any
structure. This allows her to combine deep analytical skills with the ability to connect with
people across all marketing and sales divisions across EMEA, and rally people behind her
international vision.
A born enthusiast, Florence believes that no mountain is too high to climb. She puts this
value to good use by hiking the highest peaks in her free time.

Liam Branaghan

Uber Eats

Performance Marketing Lead (EMEA)

Rahul Titus

Ogilvy

Global Head of Influence