Interview conducted for the Autumn-Winter 2025 issue of CODI by Laurent Turpault, EACD Board member & CODI Managing Editor.

Congratulations, Shanna, on your appointment as President of the EACD Board! Have you held similar leadership roles in other associations or networks before? What inspired you to take on this new responsibility?

Yes, this is my first time as President of an association, although I’ve held leadership roles in other organisations. Stepping into this role is both humbling and energising. What truly motivated me is belief. Belief in the EACD, in its mission, and in the strength of our community.

That belief is also shaped by the strong foundation left by Kim Larsen, our outgoing President. Kim has been an exceptional mentor and role model, and I deeply admire what he achieved alongside the board and the wider EACD community.

There’s a sense of continuity in the board, with many experienced members staying on, and that gives me confidence. The communications profession is navigating turbulent times, and I see this role as a commitment to contribute actively to our collective future.

 The EACD is precisely the leading nonprofit platform for communication leaders in Europe. How would you define the association’s role in today’s complex communication landscape?

At its core, the EACD exists to elevate our profession, by promoting excellence, building connections, and enabling learning. That mission remains relevant. But the context is evolving rapidly. Communications today extends far beyond traditional corporate affairs: it’s about how organisations engage internally, externally, and across a much broader spectrum of stakeholders. As such, the EACD must expand its perspective while staying rooted in its founding principles: fostering best practices, driving standards, and creating a trusted space for dialogue and growth.

In this context of accelerated change, how do you envision the evolution of the EACD’s mission and influence over the next 3–5 years?

The pace and nature of change today is exponential, not linear. That demands that the EACD evolve in how we serve our community. We must remain a safe space for open debate, where diverse voices, perspectives, and experiences are shared honestly. This is not just about adapting to disruption such as AI; it’s about helping to shape the future of our profession in a dynamic, globalised world. Over the next 3–5 years, reinforcing this culture of open exchange will be critical to sustaining our relevance and impact.

What are your top priorities as President?

Growth! Growth with purpose, actually. Today, the EACD has a strong core, but we must expand our reach. That means growing our membership base across more countries, more sectors, and more career stages. Inclusivity will be the key. We want to welcome not just senior directors, but emerging leaders across Europe. Reaching them means adapting how we define, communicate, and structure our membership proposition. It also means evolving and expanding our programming, reinvigorating country chapters, and seeking meaningful partnerships that scale our impact.

The last EACD Summit in Brussels gathered 180 leaders, and the association now has 9,000 followers across channels. What is your message to current members and the broader communication community watching the EACD’s journey?

If you’re watching, do more than watch! Get involved! Every member of our community has something valuable to contribute: an experience, a case study, a skill, a network. The EACD exists because of our members. Its future depends on your active engagement. If you’re unsure how to start, reach out. Your contribution—such as to this magazine, for instance—is not just welcome; it’s essential.

More broadly, what role do you see for members in shaping the credibility and future of our function?

Communications is a profession, one that deserves recognition for its strategic importance and complexity. As members, we each help define what excellence looks like. We shape the standards, competencies, and influence of our function. The EACD provides a platform, but it’s our collective experience and credibility that elevate the entire field. This is especially important as our seat at the table becomes more critical in a volatile world. The future of the function will be built by those willing to invest in it.

We always ask this one in our “5 Questions to a CCO” section*: What’s your morning news routine?

It starts with scanning the front pages! Always fascinating to see what makes the cut and how different outlets frame the news. At breakfast, we keep the TV news on in the background; it sparks great conversations with my three kids. On my commute, it’s the Today programme on BBC Radio 4. Once I reach the office, I check what’s trending on social media. It’s a blend of headlines, analysis, and human perspectives, just like our job.

You’re leading a European network. If you could teleport to any European city for a breakfast meeting, where would it be, and what would you order?

I’d choose Zurich, which is like another home to me. There’s something special about sitting in a café along the Limmat River in the Altstadt, the old town. It’s central, beautiful, and reflective. I’d enjoy a quiet coffee and pastry while taking in the view and preparing for a meaningful conversation.

This article was published in the Autumn-Winter 2025 issue of CODI, EACD’s magazine shaped by experts in the field and dedicated entirely to communication professionals. In a world where everything moves fast, CODI creates a moment to step back and explore key issues in real depth. Twice a year, it gives communicators the perspective they need beyond the noise of the news cycle.

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