# Lars Birkholm Petersen

> Lars Birkholm Petersen is the CEO and co-founder of Uniform, the composable Digital Experience Platform (DXP) he built to solve the age-old tension between marketers and developers. Born in Denmark, Lars spent two decades in the digital experience trenches - running a digital agency for 8 years (later acquired by Visma), then nearly a decade at Sitecore where he created the Sitecore Business Optimization Strategies (SBOS) team - before co-founding Uniform in 2019. The company raised a $28M Series A led by Insight Partners in December 2021, was named a Gartner Visionary in 2025, and counts Procter & Gamble, Triumph Motorcycles, and Cirque du Soleil among its clients. Lars is also co-author of the Wiley business book 'Connect: How to Use Data and Experience Marketing to Create Lifetime Customers' (2014).

- **Role:** Co-Founder & CEO at Uniform
- **Organizations:** Uniform, Sitecore, Rotator.dk ApS, Visma (via acquisition)
- **From:** Denmark
- **Nationality:** Danish
- **Education:** Diploma in IT - IT Strategy, Project Management, and Usability, IT-Universitetet i København (IT University of Copenhagen)
- **Known for:** Co-founded Uniform, the world's first composable Digital Experience Platform (2019), Raised $28M Series A from Insight Partners, Elad Gil, and Array Ventures (2021), Named Gartner Visionary in 2025 Magic Quadrant for Digital Experience Platforms

## Career timeline

- **2003-2009** — Studied IT Strategy, Project Management, and Usability at IT University of Copenhagen
- **2007-2008** — Managing Director and Co-owner at Rotator.dk ApS, a digital agency
- **~2007-2016** — Co-owned digital agency for approximately 8 years; agency was acquired by Visma Software
- **2008-2019** — Joined Sitecore; built and led Sitecore Business Optimization Strategies (SBOS) global consulting team; rose to VP of Business Optimization
- **2014** — Co-authored 'Connect: How to Use Data and Experience Marketing to Create Lifetime Customers' (Wiley) with Ron Person and Christopher Nash
- **2019** — Co-founded Uniform with Adam Conn and Alex Shyba
- **2021-10** — Uniform launched the world's first composable Digital Experience Platform
- **2021-12** — Uniform raised $28M Series A led by Insight Partners, with Elad Gil and Array Ventures
- **2022** — Uniform named a Gartner Cool Vendor in Digital Commerce
- **2025-01** — Uniform recognized as a Visionary in 2025 Gartner Magic Quadrant for Digital Experience Platforms

## Achievements

- Co-founded Uniform, the world's first composable Digital Experience Platform (2019)
- Raised $28M Series A from Insight Partners, Elad Gil, and Array Ventures (2021)
- Named Gartner Visionary in 2025 Magic Quadrant for Digital Experience Platforms
- Previously named Gartner Cool Vendor in Digital Commerce (2022)
- Built Sitecore Business Optimization Strategies (SBOS) global team at Sitecore
- Co-authored 'Connect: How to Use Data and Experience Marketing to Create Lifetime Customers' (Wiley, 2014)
- Grew Uniform to $15.6M ARR with 160 employees
- Secured enterprise clients including Procter & Gamble, Triumph Motorcycles, and Cirque du Soleil
- Built platform delivering personalized content in 50ms via edge-side delivery

## Latest updates

- **2025-01** — Uniform recognized as a Visionary in 2025 Gartner Magic Quadrant for Digital Experience Platforms
- **2025-10** — Uniform launches industry-first AI that can migrate websites without months-long platform migrations
- **2024-02** — Lars appeared on the 'Hello $FirstName' podcast discussing personalization on inbound platforms
- **2021-12** — Uniform raises $28M Series A led by Insight Partners

## Links

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

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Profile page: https://yespress.io/lars-petersen
Published by YesPress — https://yespress.io
Last updated: 2026-05-25