# Lars Birkholm Petersen

> Lars Birkholm Petersen is co-founder and CEO of Uniform, an enterprise digital experience platform. Born and raised in Denmark and based in California, he previously co-owned a digital agency sold to Visma, spent nearly a decade at Sitecore in roles including vice president of business optimization, co-authored the 2014 book Connect with Ron Person and Christopher Nash, and co-founded Altola. His public work focuses on personalization, collaboration between marketers and developers, incremental modernization and digital experiences for humans and AI agents.

- **Role:** Co-Founder & CEO at Uniform
- **Organizations:** Uniform, Altola, Sitecore, Visma, Rotator.dk, Consortium of Personalization Professionals
- **Nationality:** Danish
- **Education:** Diploma in IT (described in his LinkedIn education entry), IT University of Copenhagen
- **Known for:** Built Sitecore’s Business Optimization Strategies operation., Co-authored Connect with Ron Person and Christopher Nash in 2014., Co-founded Altola and Uniform.

## Career timeline

- **1999-2007** — Managing director and co-owner at Rotator.dk; his speaker biography says the agency was sold to Visma Software.
- **2008** — Joined Sitecore in mid-2008; subsequently built its Business Optimization Strategies operation.
- **2013-2018** — Vice President, Business Optimization at Sitecore.
- **2014** — Co-authored Connect: How to Use Data and Experience Marketing to Create Lifetime Customers, published by Wiley.
- **2018** — Co-founded Altola, an agency focused on personalized digital experiences.
- **2020** — Described Uniform publicly in a January essay, saying it had been developed over the previous year. MACH Alliance lists the company as founded in 2020.
- **2021** — Announced Uniform’s $28 million Series A on December 2.
- **2022** — Opened Uniform’s inaugural virtual DXC Assembly conference.
- **2026** — Advocated for a digital experience platform serving human visitors and AI agents.

## Achievements

- Built Sitecore’s Business Optimization Strategies operation.
- Co-authored Connect with Ron Person and Christopher Nash in 2014.
- Co-founded Altola and Uniform.
- Led Uniform when it announced a $28 million Series A led by Insight Partners in December 2021.
- Listed as a Technology Fellow by the Consortium of Personalization Professionals.

## Latest updates

- **2026-09** — Published the LinkedIn article “The suite DXP is dead. The DXP isn’t.” on September 17, proposing a progression from suite to composable, agentic and autonomous platforms.
- **2026-05** — Quoted in Uniform’s May 21 announcement of an upgraded Scout and its platform direction serving humans and AI agents.
- **2026-04** — Shared photographs from MACH X Toronto and reported hosting two roundtables with Gayatri Sikka about bridging legacy infrastructure to agentic protocols.

## Links

- Website: https://www.uniform.dev/
- LinkedIn: https://www.linkedin.com/in/lars-birkholm-petersen
- Twitter/X: https://x.com/larsbirkholm

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Profile page: https://yespress.io/lars-birkholm-petersen
Published by YesPress — https://yespress.io
Last updated: 2026-10-12