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Lars Minnes currently serves as the Manager of Digital Content at Rijksmuseum since January 2024, while also working as a co-founder at AVEC AVEC, which focuses on curating trends and content. Previously, Lars held the position of Social Media Manager at Museum Boijmans Van Beuningen from January 2022 to December 2023, where responsibilities included online curation of art-related content, storytelling, and developing collaborations between physical and digital spaces. Earlier experience includes a role in marketing communication at the same museum, focusing on social media strategies and content creation. Lars holds a Master’s degree in Contemporary Art in a Global Perspective from Leiden University and a Bachelor's degree in Art History from the same institution, complemented by studies in Communication and Multimedia Design at Rotterdam University of Applied Sciences.