Sebastian Reddeker studied Romance languages, media sciences and economics at the universities of Paderborn and Le Mans. He holds a PhD in communication from the University of Luxembourg, with a thesis on advertising discourse in the Grand Duchy and its impact on national identity.
He began his career at the Luxembourg Confederation of Commerce (now Luxembourg Confederation), first in the ‘Luxembourg, commercial hub of the Greater Region’ programme, then as a project manager for ‘Cities & Commerce’, working on digitisation, e-commerce, urban development, consumer trends and retail marketing.
In 2018, he joined Luxembourg for Tourism as Content and Innovation Manager, before taking on the role of interim managing director and then being appointed CEO.