Meet Sara Robles Moreno, the new CEO of Tomorrow Street, as she reflects on her entrepreneurial journey, the organisation’s leadership transition, and her vision for collaboration with Luxembourg’s business landscape and its connection to Vodafone’s global ecosystem.
Can you briefly introduce yourself through this new growth path at Tomorrow Street you have taken on? What drew you to accept this challenge, and how does it feel to also become the first female CEO of this major innovation hub promoting connection in the Luxembourgish ecosystem? Talk me through this pivotal moment.
Sara: ”I’ve always had an entrepreneurial mindset. Recently, another executive told me: “The role feels like it was created for you,” and honestly it aligns with my DNA. My background is in procurement as I built my career at Vodafone’s Procurement Organisation. Coming from a family of entrepreneurs, this mission felt natural to me.The transition happened organically. Kenneth and I have worked together for many years across different organisations and roles. The handover was planned, transparent and smooth. As he moves into a broader role by joining Tomorrow Street’s advisory board, it was a natural step that allows continuity while creating space for the next phase of growth.”
Following this first question, how are you building on his foundations Kenneth brought to the company with your own vision?
Sara: ”Kenneth and I work very well together, but we’re also different people, so we make different decisions at various points. Everyone brings their own personality and perspective to a role—their own way of envisioning the world. Kenneth built an outstanding legacy at Tomorrow Street. He established strong trust between Vodafone and the Luxembourg ecosystem, so I’m stepping onto a high pedestal. I often joke that he set the bar high which makes the role both exciting and challenging.”
He’s built something that works well and smoothly. For me, this is a moment of evolution rather than reinvention. It’s about strengthening what works and elevating Tomorrow Street, which in turn creates benefit for both Vodafone and its customers, as well as for Luxembourg’s ecosystem and our scaleup companies.
I call it the “What else?” moment. Kenneth created the organisation and laid the initial pillars—strong foundation blocks of the house. The house is ready and resistant; now we need to furnish it and make sure it looks beautiful, both inside and out.”
During this legacy forging, you also took over big projects such as Scaleup X, meaning not only connecting startups with Tomorrow Street / Vodafone but also with the country, which often goes unnoticed. What is the new vision there?
Sara: ”Luxembourg often surprises people. Many arrive expecting to stay one or two years and end up staying much longer, a story I know well.
For me, it’s about continuing to create opportunities for Luxembourgish connections while giving people reasons to come in the first place, through client networks, funding, whatever fulfils their needs. The goal is for them to be present in Luxembourg and really grow with the country.
Scaleup X creates a much bigger pipeline of potential companies interested in the country, then we narrow it down to the two or three long-term partners we sign on a yearly basis. These partners come and nest in Luxembourg, create their own entity, and bring more people here. It’s a full-circle moment.
Think of Scaleup X like dating. It’s the dating phase with a company where we get to know each other and understand the mutual interests of both Vodafone and Luxembourg. We assess each other’s needs better, and once the programme concludes, we jump to the next phase, a long-term vision where we work together for five to seven years. But before I propose that anyone “marries us,” I need to understand the pros and cons, the needs, opportunities, and structures. Scaleup X helps us in this search.”
From previous exchanges with other team members, a feeling of mutual trust and strong team spirit could be sensed. In what way has the human capital helped in the building of Tomorrow Street?
Sara: “I often say I work with a ‘Swiss knife’ team, highly versatile, multi-skilled and able to adapt quickly to whatever a scaleup or partner needs. They combine breadth with depth, which is exactly what an innovation centre like ours requires. Their adaptability and expertise are a big part of what makes Tomorrow Street work.”
