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Lars Friberg is an accomplished professional with extensive experience in various leadership roles across multiple sectors. Currently, Lars serves as a Partner at Sensemaking and WeMakers, and as Chairman of the Board at W sportsmedia AB, an international sports marketing firm. Additionally, Lars is an Advisory Board Member at Realtid Media AB and holds board positions with Ski Classics and Olympiastiftelsen. Previous roles include Global Head of Financial Institutions and Head of Group HR at Swedbank, as well as Managing Director at SEB. Lars’ educational background includes degrees in Macro Economics and Finance from Stockholm University, complemented by specialized training in applied psychology, endurance coaching, and cognitive behavioral coaching.