Driving Innovation through effective Communication – Meet Catharina, LNDS Head of Communications & PR

In this new chapter of our Inside LNDS blog series, aimed at introducing the diverse and talented individuals behind the Luxembourg National Data Service (LNDS), we are excited to feature Catharina, our Head of Communications & PR. Catharina’s journey is a testament to passion, dedication, and the power of effective communication in shaping an organisation’s public image. Get to know how communication is done at LNDS and get a sneak peek into our upcoming Data Summit Luxembourg. Read along as we delve into her experiences, strategies, and vision for LNDS.

Building LNDS Communication activities

Could you tell us about your journey to becoming the Head of Communications at LNDS?

I started with my business studies back in 2012 and discovered my interest in marketing. My first professional experience was in a financial technology company. There, I began in customer service, moved into marketing and soon after I took over responsibility for the company’s marketing activities. When I came across the opportunity at LNDS, I saw it as an exciting challenge. LNDS was a new and unknown organisation at the time. The prospect of building its communication strategy from scratch attracted me.

One of the aspects I find most exciting about the communications field is its constant evolution. It offers the opportunity to learn about a wide range of topics, keeping the work dynamic and engaging. Working in communication also enhances my own knowledge, as writing about our projects and disseminating presentations requires a deep understanding of each topic. Every piece of communication is a chance to learn something new about the underlying topic.

How did you build the communication strategy for LNDS and what was your initial focus?

I joined LNDS in its early phase in June 2023 as the first person to work full-time on communications, marketing and events. My first tasks were to develop a communication strategy, plan the LNDS launch event and Data Summit Luxembourg, and build our website. I started by understanding what the organisation does, identifying our key audience, and deciding where our presence would be most effective. For example, when considering social media presence, LinkedIn was a natural choice for us, while platforms like Instagram and Facebook were less relevant. In the first year the focus was to build the LNDS brand, to establish our presence and inform the public about our services. Hence, my focus was mainly on external communications activities. This year, in addition to further developing our external communications activities, I am developing our internal communications.

How do you ensure effective communication and alignment with overall organisational goals and values?

The communication strategy is built on the overall strategy of the company.

Catharina, LNDS Head of Communications & PR

It is essential to understand LNDS’ mission and values, and then extend that into our communication efforts. I ensure our activities resonate with our core values and continually adjust if something does not align. Collaboration with other teams is crucial for effective communication. I maintain an open-door policy and encourage colleagues to approach me with any questions or for guidance. Integrating our communication strategy and tone of voice into the daily operations of all teams is vital. While I lead the communications function, communicating about our activities is a collective effort. We have a system where team members from various departments act as “shadow communicators”, supporting our efforts and providing feedback. This helps us maintain consistency and effectiveness in our communication.

Key Project – launching LNDS and Data Summit Luxembourg

Can you share a particularly memorable project or campaign that you’ve worked on at LNDS?

In fact, there are a few different projects that have truly made a mark for me. However, to choose one topping the list, the most memorable project would be our first Data Summit Luxembourg and the Launch event of LNDS. Organising an event of that scale was a new challenge for me. It required extensive planning and collaboration with both internal teams and external partners. To top up the challenge, we had less than half a year to plan and execute, while often events of this scale are prepared during a year’s time. Seeing everything come together on the event day, knowing that everyone had hold of their responsibilities, was truly rewarding. I was very proud of how we worked as a team and the feedback of the audience told that the event had been a success.

What can you tell us about this year’s Data Summit Luxembourg?

The second edition of Data Summit Luxembourg will be on the 11 December 2024, in the European Convention Center Luxembourg. Attendees can expect vast learnings into the journey of innovation from data, focusing on possibilities with public sector data. While last year the focus was on LNDS, this year we’re highlighting our data partners. We bring more impact stories and their achievements to the stage as well as external keynote speakers. Targeting both local and international participants, the agenda will connect to both national and European level strategies, emphasising that innovation in the data journey is not done in silos, but through collaboration and partnerships.

How do you approach the communication and promotion of the Data Summit?

We use traditional channels and also leverage partnerships and collaborations to spread the word. To increase visibility, we launched our new branding and website in June, while we participated in the international tech event Nexus2050. Effective promotion involves various partnerships to ensure that our message reaches a wider audience. Last year we collaborated with the Gaia-X initiative. This year, we are collaborating with the BDVA to attract international participants and together enhance the engagement around data.

Professional Growth and Future at LNDS

What made you choose to stay in Luxembourg and at LNDS?

LNDS is a unique place to work. The rapid growth from a small team to over 60 people has been an incredible learning experience. The challenges that come with scaling up have taught me a lot. Additionally, the inclusive and transparent culture at LNDS makes it a great place to work.

Seeing the impact of our work, both directly and indirectly, is very fulfilling. It is motivating to know that our work has an influence in both national and European level policies.

Catharina, LNDS Head of Communications & PR

Life is a continuous process of learning and growth. My goal now is to continue developing both the internal and external communications at LNDS. As LNDS grows, I envision expanding our communications team and enhancing our strategies to adapt to new challenges.

What advice would you give to someone interested in pursuing a career in communication, especially within the tech industry?

Be ready to continuously learn and adapt. The tech industry evolves rapidly, and staying stagnant isn’t an option. It is crucial to be open to new information and understand the people you work with. To stay updated in the fast-evolving field, a good tip is to follow industry leaders on LinkedIn and maintain a network of professionals to exchange insights. Last but not least, a word to fellow females, don’t be intimidated by the male-dominated tech field; diversity brings valuable perspectives.

---

Thank you, Catharina, for sharing your journey and experiences at LNDS. Your story highlights the core of our communication efforts – building strategies from the ground up, fostering collaboration across teams, and creating impactful events like the Data Summit Luxembourg. This is just one of many stories at LNDS, where each individual’s journey adds a unique chapter to our collective narrative. Stay tuned for more insights and stories from our diverse team!