Sasha Baillie, Luxinnovation

Sasha Baillie

Sasha Baillie heads the Luxembourg national innovation agency. As a former Luxembourg diplomat, she was previously seconded to the Ministry of Economy as deputy chief of staff and diplomatic adviser to the Minister. She managed the reform of Luxembourg’s economic promotion structures which led to the creation of the Luxembourg Trade and Investment Board. Sasha chaired the country’s Trade and Investment Steering Committee. Sasha initiated and chaired Luxembourg’s nation branding committee, an interministerial and inter-institutional group set up by the Government in 2014 to develop and promote the image of the country around the world. As an aide to the Deputy Prime Minister with ministerial portfolios that included both economy and defense, Sasha was in charge of the project to create a joint venture between the Luxembourg Government and the global satellite operator SES to acquire, launch and operate a government and defense satellite. She serves as Chair of the Board of this company, LuxGovSat S.A. since its creation in February 2015. Sasha Baillie joined the Foreign Ministry in 1997 and has served on foreign diplomatic postings in Moscow as deputy head of mission of the Luxembourg Embassy and in Brussels as deputy head of mission of the Luxembourg Representation to the EU Political and Security committee, which involved chairing EU meetings during the Luxembourg EU Presidency in 2005. Native English and Luxembourgish, also fluent in French and German and speaks Russian, Spanish and Italian. Graduated from St Andrews University, Scotland with a Masters degree in international relations and mediaeval history in 1994, and went on to pursue doctoral studies at the European University Institute in Florence before joining the Luxembourg diplomatic service in 1997.


09.40 - 10.30

AML in the distribution context

Transparency in the investment chain: – know your distributor, know your client and know your beneficial owner. With the implementation of the 4th AML Directive, the coming into life of the Ultimate Beneficial Ownership Register and increased scrutiny from the CSSF, notably through the new “Manco” Circular, what do the authorities expect from asset managers and service providers? Who reports what to whom and how is the process being vetted?

11.00 - 11.50

Tomorrow's cross-border fund distribution in the EU

As part of the Capital Markets Union project, the European Commission has initiated ways to facilitate cross-border distribution in Europe. The proposals strike a trade-off between removing distribution barriers and adequate investor protection. How will these new rules modify European fund distribution?

11.50 - 12.20

Bad banks? The impact of reputation on marketing

Nation branding and image building: how does the overall reputation as a fund domicile contribute towards distribution efforts? How much does image influence decision-making?

  • Sasha Baillie

    Sasha Baillie CEO & Former chairwoman of Luxembourg’s nation branding committee Luxinnovation

  • Nicolas Bideau

    Nicolas Bideau Ambassador, Head of Presence Switzerland Federal Department of Foreign Affairs (FDFA)

14.30 - 15.30

Workshop I - geographical distribution hot spots: UK

14.30 - 15.30

Workshop II - geographical distribution hot spots: Latin America

14.30 - 15.30

Workshop III - geographical distribution hot spots: Asia