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).