Trisha Cruse leads DataCite, a leading provider of DOIs for data (over 8 million) to help the research community locate, identify, and cite research data with confidence. She works with over 1200 data centers from 24 countries. Trisha’s experience is in leading sustainable programs and initiatives to create user-facing data services and products. In overseeing the development of various data services, she is dedicated to developing services that truly meet the community’s needs, continuously engaging with the community of users, creating incentives for uptake, connecting with other initiatives to increase impact, and creating services that have a clear path to sustainability. She is co-PI on the THOR Project, funded by the European Commission, creating seamless integration between articles, data, and researchers across the research lifecycle; she is co-PI on the proposed FREYA initiative, European Commission, creating a robust environment for persistent identifiers for the European and global research e- infrastructure; Trisha is leading, with CrossRef and ORCID, the development the Organization Identifier initiative, creating structure and technology for an open, non-profit organization identifier registry for the disambiguation of researcher affiliations.