Rolls-Royce Power Systems is a new partner company

The Academic Society is pleased to welcome Rolls-Royce Power Systems AG as a new partner company and is happy to announce that, in her new role, Jacqueline Casini will remain part of the Corporate Advisory Board.

Since March, Jacqueline is Senior Vice President Brand, Marketing & Corporate Communications at Rolls-Royce Power Systems AG, where she leads the global brand, marketing, communications agenda.

With more than 25 years of experience in marketing and corporate communications — including 12 years abroad — Jacqueline has held senior leadership positions across several industries. Before joining Rolls-Royce, she was Vice President Corporate Communications & Public Policy at MediaMarktSaturn and CECONOMY AG. Prior to that, she served as Senior Director Communications, Marketing & Corporate Responsibility at Lufthansa Cargo, driving global communications, marketing and sustainability.

Earlier in her career, she spent more than a decade in the telecommunications sector in Spain and France in senior communications and marketing roles, followed by a position as Head of Corporate Communications at the Erwin Hymer Group.

She holds a degree in Economics and a Master’s in Communications & Leadership. Jacqueline also serves as Vice President of the German Association of Corporate Communications (BdKom).

Talking business & getting personal

In a short conversation, Jacqueline shared what motivated her to take on her new role and what she hopes to accomplish. She also offered a few personal insights — including where you can find her early in the morning and how she likes to spend her free time.

What attracted or motivated you to take on your new job at Rolls-Royce Power Systems AG?

The combination of heritage, transformation and global ambition. Rolls-Royce is not only home to some of the most fascinating engines in the world — the company is on a strong growth trajectory and is redefining its strategic position globally.

What motivated me most is the mandate to build this narrative through a truly integrated communications and marketing approach. This means shaping the global brand, strengthening our digital footprint and elevating our relevance across industries and regions.

I love creating communication ecosystems during transformation. At Rolls-Royce, this means aligning brand, marketing, digital, public affairs and leadership communication. Together, they form one strategic engine that supports the company’s growth and internationalization.

What is one work-related thing you want to accomplish in the next year?

The core ambition for my team and myself is this: to connect Rolls-Royce much more strongly to what we actually do as a company.

Everyone knows the iconic Rolls-Royce brand, but very few people know what our company really produces, powers, and enables. Therefore, changing that globally is one of the most exciting tasks ahead.

In the next year, we want to tell a clear, unified, and compelling story. It will link our mtu products, our engineering excellence, and our future technologies directly to the Rolls-Royce brand.

And if we can turn the entire team into confident AI-natives along the way, even better.

You can commission a new research project: What communication topic or trend would you like to address? 

I would commission research on the AI footprint of companies in large language models. I’d also be interested in what this means for adapting our communication strategies to Generative Engine Optimization (GEO).

We are entering a world where it no longer matters only what Google thinks of your brand, but what the major LLMs think your company does, stands for, and is trusted for. I would like to better understand:

• How exactly is a company represented in models like ChatGPT, Gemini or others?
• Which signals shape this “AI footprint” – content, media, communities, structured data, reputation, partnerships?
• How can integrated communications and marketing teams actively influence and improve this footprint over time?
• And how does this change our daily work — from content strategy and thought leadership to issues management, brand positioning and measurement?

In short: I’d love to explore how we can treat our AI footprint seriously. In addition, I want to use it to make our organization more visible, more trusted, and more future-ready.

What is one thing you can’t live without, and why? 

My morning coffee. It’s my quiet ritual before the day starts — the first cup, the silence in the house, reading the news. It’s the moment I genuinely look forward to every single day.

If you were to write a book, what would its title and genre be?

I would write a very personal kind of travel guide — capturing the places, people, and cultures that have shaped me. I love traveling. So putting those experiences into a book is really something I would love to do. Title idea: “Journeys That Stay.”

What is your favorite free-time activity?

I love being outdoors — hiking, long walks in nature or paddling on Lake Constance. It’s the perfect balance to my desk-heavy work, and nothing beats having a wide, open view over the lake and the Alps.

Thank you, Jacqueline Casini. We are pleased that you stay on board and welcome Rolls-Royce Power Systems AG to the Academic Society!

You can find all the partner companies on the Corporate Advisory Board here.