We welcome Jens-Oliver Voß to the Corporate Advisory Board

We are pleased to welcome Jens-Oliver Voß, Senior Vice President and Head of Group Communications and Marketing at Deutsche Bahn, to the Academic Society’s Corporate Advisory Board.

He assumed this position in October 2025. Having worked for the company for more than 20 years, he is now responsible for communicating the restart of DB on behalf of CEO Evelyn Palla. Jens-Oliver, who grew up in Berlin, spent many years working in the private and public-service radio sector. Before joining DB, he was editorial director at Rundfunk Berlin-Brandenburg.

Talking business & getting personal

What does it mean to communicate with an audience that spans the whole of Germany? In a brief interview, Jens-Oliver shared his perspective on reaching such a broad audience, the role of communication in creating clarity, as well as the exchange he is looking forward to with fellow partners in the network.

Deutsche Bahn is one of the very few organizations that truly reaches almost everyone in Germany. How do you approach communication when your audience is not a segment, but essentially “the entire country”?

We must avoid communicating only from within our own bubble. That is why we consistently look at issues from the perspective of the wider public. Our job is to make complex topics accessible, easy to grasp, and useful for people looking for clear guidance.

Your organization is experienced by millions of people every day –and often critically observed. How do you manage communication in a space where public perception and operational reality frequently diverge? 

We need to take our customers’ perspective seriously. When customers are confronted with a delay, disruption, or restriction, that moment defines their experience. This is why we have made our communication more realistic and closer to people’s actual experience. Good communication combines empathy for people’s experience with clear, understandable explanations of the facts.

The “restart” of Deutsche Bahn is also a communicative challenge. What role does exchange with peers – for example in networks like AGUK – play for you?

Deutsche Bahn’s restart is not only an operational challenge, it is also a communications challenge. It is about rebuilding trust, making progress visible, and explaining in realistic terms what is changing. Exchanging views with fellow communications professionals is extremely valuable in this context. Networks such as AGUK offer an external perspective, candid feedback, and the opportunity to learn from other organizations that are also subject to intense public scrutiny.

You started your career in journalism before moving into one of the most visible communication roles in Germany. What early experiences still shape the way you think about the public today?

Journalism taught me that clarity, relevance, and timing are essential. A message only works if it reflects the perspective of the people it is meant to reach. That principle has stayed with me throughout my career.

In a role defined by constant attention and high expectations, what helps you stay focused and make clear decisions?

Focus comes from clear prioritization. Not every issue carries the same weight, and not every reaction calls for the same communications response. Clear criteria, a shared understanding within the team and a precise view of the relevant audiences help us make sound decisions.

You are known for your strong focus on craftsmanship and clarity in communication. Where does this mindset come from – and how has it evolved over the course of your career?

My focus on clarity comes from a very simple experience: communication only has an impact if it is understood. That may sound obvious, but in complex organizations it is a demanding discipline. The more complex the issues and the more diverse the audiences, the greater the need for precise, professional communication.

Thank you, Jens-Oliver, and welcome to the Academic Society! We are delighted to have you join our network and look forward to the conversations, perspectives, and ideas you will bring to the exchange.

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