A Global Perspective from a German Digital Nomad: Diana Brandl on the Future of Executive Support

Diana Brandl has spent nearly two decades amplifying the voice of the Executive Assistant profession in Germany and across the world. As a global speaker, author, consultant, LinkedIn Learning instructor, and digital nomad, she bridges technology with humanity and strategy with empathy. Her work challenges long-standing assumptions about the EA role and showcases its evolution into a powerful, strategic partnership. In this interview, Diana shares her reflections on the German and global markets, the competencies shaping the assistant of the future, and the personal journey that fuels her mission to elevate the profession worldwide.

Diana Brandl | CEO and Founder of The Socialista Projects | Germany | LinkedIn | Website

Diana Brandl holds a degree in International Administration and Management. She is an international speaker, coach, and consultant focusing on Digital Transformation, New Work, Personal Branding, and Leadership. Diana is the host of the Executive Office Insights Podcast and a LinkedIn Learning instructor. She has been named Woman of the Week by the Global Digital Women and was called as one of the 45 top global voices by The EA Campus. She is a Digital Nomad and loves to work from all over the world. 

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Elizabeth Sutkowska: Diana, you’ve spent nearly two decades shaping the voice of Executive Support in Germany and beyond, from Sony to startups, from boardrooms to global stages. When you look at the German market today, how do you see the role of the Executive Assistant evolving, and where does it still differ from the global landscape?

Diana Brandl: Over the past years, the Executive Assistant role in Germany has undergone a profound transformation. What was once perceived primarily as an administrative or organizational function is now increasingly recognized as a strategic partnership. German companies are beginning to see that an EA is rather a business enabler and not only a gatekeeper. Someone who can anticipate needs, manage complexity, and act as a trusted advisor to leadership.

Germany still carries a traditional lens. Hierarchies remain stronger, and in many organizations, the EA is still expected to focus on operational efficiency rather than strategic input. We still see the title “secretary” in use in various companies (mainly in the public sector), which shows how the role is still perceived.

At the same time, we are seeing movements toward formal Chief of Staff roles, which signal a broader recognition of the assistant’s potential to operate at a strategic level. As the lead trainer for a university-accredited CoS course, I witness firsthand how professionals are preparing for this shift. The change is especially pronounced with new generations of leaders, who value agility, collaboration, and flatter hierarchies. They are more open to assistants stepping into roles that blend project management, stakeholder communication, and elements of leadership.

Looking ahead, I believe the German market will continue to converge with the global landscape, but with its own flavor. Precision, reliability, and discretion, hallmarks of German business culture, will remain central. The real opportunity lies in combining those strengths with a more proactive, strategic mindset.

Elizabeth: You’ve built a powerful bridge between technology, leadership, and humanity through your work in Digital Transformation & Future Skills. What does “the future-ready assistant” look like to you, and how can EAs in Germany and globally embrace this transformation with confidence and authenticity?

Diana: The “future-ready assistant” is no longer defined by calendars, logistics, and correspondence alone. An assistant becomes a connector of technology, leadership, and humanity. This means mastering digital tools for enabling collaboration, insight, and innovation. It means being fluent in future skills (critical thinking, adaptability, intercultural competence) while never losing the human touch that makes the role indispensable.

In Germany, the evolution is particularly striking. We still see a wide spectrum. That range reflects both the persistence of hierarchy and the momentum of change. As younger generations of leaders rise, they bring with them expectations of leadership and accountability. They are more open to assistants who act as strategic partners, orchestrating projects, becoming more customer-centric, and shaping organizational culture.

Globally, the assistant role has already expanded into areas like project leadership, digital adoption, and change management. The opportunity lies in combining those qualities with confidence in new technologies and authenticity in human interaction.

For assistants, embracing this transformation requires courage and curiosity. Confidence comes from investing in AI skills, understanding how to leverage intelligent tools for scheduling, data analysis, and decision support, and from developing business acumen, the ability to read the bigger picture, understand financial drivers, and contribute to strategic conversations. Authenticity comes from staying true to the values of service, trust, and empathy.

The future-ready assistant is therefore a hybrid professional, part technologist, part strategist, part human connector. They are the ones who ensure that digital transformation and the dimension of new work are also about people.

Elizabeth: You often describe yourself as a “digital native” and “dynamic networker.” Having supported C-level leaders in both corporate giants and agile startups, what has this taught you about the art of adaptability, and what advice would you give to assistants navigating these different worlds?

Diana: Describing myself as a digital native and dynamic networker reflects my ability to thrive in diverse environments. Supporting C-level leaders in both corporate giants and agile startups has taught me that adaptability is not only about changing who you are, but more about expanding the range of how you operate.

In large corporations, I often worked within established structures, hierarchies, and processes. Success here requires patience, precision, and the ability to navigate complex governance. You learn to influence subtly, to build credibility through consistency, and to manage across multiple stakeholders.

Startups, by contrast, demand speed, creativity, and resilience. There are fewer rules, but far greater ambiguity. Here, I became a true partner in building something from the ground up, often wearing multiple hats, from project manager to culture carrier. I also led a team while there.

What unites both worlds is the need for assistants to combine digital fluency with human empathy. Technology enables efficiency, but relationships create impact. Being a dynamic networker means cultivating trust across levels and industries, so that you can mobilize resources and insights when they are needed most. I loved having mentors around me and being a mentor for others. I established internal assistant networks in various companies and brought the smart brains together for knowledge sharing. I also learnt how to find my strategic allies which helped me level up.

Elizabeth: You’ve embraced a digital nomad lifestyle, all while teaching, writing, podcasting, and inspiring thousands. How do you stay grounded and connected in such a fast-moving life, and what have these travels revealed to you about the universality (or uniqueness) of the Executive Assistant profession around the world?

Diana: It has been over 3 years now since we are digital nomads. My anchor points are routines that travel with me: daily reflection, digital tools (huge fan of Trello) that keep me connected, and a strong network of peers. Technology enables me to work from anywhere, but it is the human connections that make a difference and I love to meet local clients and peers when I am traveling. For example, I spent quite some time in Italy this year and enjoyed being invited to the Italo-German Chamber of Commerce while in Milan and meeting local assistants.

Travel has revealed something profound about the assistant profession: it is both universal and deeply unique. Universally, assistants everywhere are the quiet orchestrators of leadership, the ones who ensure that complexity becomes clarity. Whether in São Paulo, Berlin, or Singapore, the essence of the role, trust, discretion, and adaptability, remains constant.

Yet the uniqueness lies in how culture shapes the profession. In the US or UK, assistants are often positioned as strategic partners, embedded in decision-making. In the Middle East, respect for hierarchy influences the scope of the role, while in Latin America, relational warmth often defines the assistant’s impact. These differences highlight that while the skillset may be global, the expression of the role is local.

For me, the digital nomad lifestyle has been a lens to appreciate this diversity. It underscores that the future-ready assistant must blend universality. The profession is evolving everywhere, but the pace and essence of change differ.

My advice to assistants crossing this global landscape is to cultivate both adaptability and identity. Learn from international best practices, but honor the uniqueness of your environment. Stay grounded in your values, connected through networks, and open to transformation. In doing so, you help shape the global narrative of what it means to be an assistant today.

Elizabeth: Your projects, from The Socialista Projects to your podcast Executive Office Insights, have amplified the voices of assistants and leaders globally. Looking ahead, what is the next big story or shift you hope to see in how the world perceives Executive Assistants?

Diana: My work has always been about amplifying the voices of assistants and leaders worldwide. Looking ahead, the next big story I hope to see is a fundamental shift in how the Executive Support is perceived: from support function to strategic leadership partner. I recently delivered a webinar for managers with this title and many are simply not aware how to properly use their assistants. Luckily, we keep telling them.

For too long, the role has been defined by tasks and not by impact. Yet assistants today are already operating at the intersection of business acumen, digital fluency, and human connection. They are project managers, culture carriers, and increasingly, strategists. The narrative must evolve to reflect this reality. We are talent, not only support!

Globally, we see movements toward formal Chief of Staff positions, and I believe this is part of the story: assistants stepping into roles that bridge operations and strategy. Although the CoS pathway is not for everyone.

AI skills and digital literacy are no longer optional. They are essential. Assistants will not only master tools but will interpret data, anticipate trends, and enable leaders to make better decisions. This requires confidence, curiosity, and a willingness to claim space at the strategic table.

Most importantly, the story I hope to see is one of recognition. Recognition that assistants are not just “behind the scenes,” but integral to leadership success. Recognition that their influence extends beyond efficiency into shaping culture, enabling transformation, and driving resilience.

When we all begin to see assistants as leaders in their own right (with career pathways), that will be the breakthrough. And it will not only elevate the profession, it will redefine what modern leadership looks like.

Thank You!

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