Executive Master in Digital Innovation and Entrepreneurial Leadership
Meet the 2024 cohort: Kristina
With a B.Sc. in Aviation Management, Kristina has been working with Lufthansa Group for over 10 years. Starting in Revenue Management and Sales, she is currently in charge of Partnership Management at Lufthansa Innovation Hub. In this role, she identifies partnership opportunities between Lufthansa Group and the dynamic startup ecosystem with the goal to improve existing products, services, and processes by systematically testing and insourcing cutting-edge startup technologies.
Kristina joined the Executive Master in Digital Innovation and Entrepreneurial Leadership (EMDIEL) in September 2024. We had the pleasure of finding out from her what she does daily, what brought her to the programme, what her first impressions were, and what she’s planning to do with the degree programme.
ESCP: Kristina, can you briefly describe your current job? What do you do daily? What excites you about being a Senior Partnership Manager and where do you see (external) challenges?
Kristina: At the Lufthansa Innovation Hub, we are pioneering the future of travel for the Lufthansa Group, the industry, but most importantly for everyone who travels. As a Partnership Manager, my role focuses on creating and nurturing partnerships between the Lufthansa Group and the startup and tech ecosystems. In innovation, this is often referred to as "Venture Clienting": we identify and seize partnership opportunities by understanding challenges and potential use cases within the Lufthansa Group’s core operations while also proactively scouting for trends and emerging players in the industry.
I find the translation and connection between the corporate and startup worlds especially exciting. Analyzing industry pain points, learning from startups, exploring digital solutions, and promoting an innovation mindset across teams drives my work each day.
Venture Clienting has already evolved from an initial exploratory stage of somehow working with “hip” startups to a more standardized, matured and established means for innovation. I hope to see more of a bi-directional channel between established companies and startups where companies can outsource innovation further by providing feedback systematically and by establishing transparency on relevant problems to solve. Startups can act on this information and increase their chances of success.
ESCP: What motivated you to apply for the Executive Master in Digital Innovation and Entrepreneurial Leadership?
Kristina: I applied to the EMDIEL program because it stood out as the perfect fit for my professional ambitions and personal growth. ESCP’s reputation, community, and the innovative structure of EMDIEL drew me in.
The program's unique mix of hard and soft skill development, combined with international exposure through field trips and global perspectives, directly aligns with what I was seeking in a Master’s program.
I was particularly excited by the opportunity to join a small, diverse cohort of peers from around the world, which I believe provides an ideal environment for exchanging ideas with like-minded entrepreneurs and innovators.
Speaking with a few alumni further strengthened my decision - their experiences affirmed the transformative value of EMDIEL. For anyone considering the program, I would highly recommend reaching out to alumni to gain firsthand insights into the rich and rewarding nature of the program.
ESCP: After completing module 1 in Berlin last month, what is your impression of the programme? What surprised you? What do you think is going to help you solve some of the challenges you are encountering at work?
Kristina: After completing the first module in Berlin, I am truly impressed by the program’s dynamic and immersive approach. The module was intense - in the best way possible - taking us rapidly from sessions on art thinking to mastering fundamentals for digital innovators, and building up to our first real pitch.
The diversity and pace were both surprising and energizing, setting a high standard for what is to come. I am also struck by how well the program fosters a supportive and inspiring environment where friendships and professional networks are already taking root.
This foundation, combined with practical learning and feedback, will support me in my current role, embracing innovative solutions in the corporate world, but also spark the inner entrepreneurial spirit. Furthermore, the program’s mentorship opportunities and part-time flexibility allows me to apply new strategies directly to my role, maintaining career momentum while immersing myself in ESCP’s multi-campus, international experience.
This program is proving to be far more than academic learning - it is a transformative journey that I am excited to fully embrace!
ESCP: All EMDIEL participants have to develop and work on an individual project during the programme. Can you share with us a general idea of what you are planning to do and why?
The EMDIEL provides an environment to develop an innovation project within one’s company or even pursue a new business idea. I am exploring how to enhance the digital airport retail experience, aiming to create a more seamless and engaging journey for travelers.
Currently, I am in the validation phase, analyzing the market, interviewing experts and refining the concept. The EMDIEL offers access to a network of experts, mentors, and resources that are essential in driving my project forward and keeping momentum high between modules.
I am especially looking forward to the upcoming module in Shanghai, where I hope to gain inspiration from Chinese entrepreneurs and their bold, transformative ideas!
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