Next Gen Voices Vol. 2: Building Customer Trust Through Better Privacy

January 30, 20255 min read

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One of the highlights of the last few years is seeing firsthand how privacy leaders are reshaping the way privacy is viewed at the highest levels. The conversation has changed so much—moving away from checkbox compliance and the regulatory necessity of it all to a focus on privacy as a key competitive differentiator.

Consumers are more discerning than ever about how their personal data is handled. This means that companies prioritizing privacy are not just mitigating risk—they’re building trust, which in turn drives business growth.

In the second installment of Transcend's 'Next-Gen Voices', I’m excited to introduce four more privacy trailblazers who are redefining what it means to build consumer trust in an unsettled regulatory and cultural landscape. These leaders are guiding their organizations away from reactive, compliance-obsessed privacy programs to a proactive, trust-first approach.

I’m thrilled to share these fresh perspectives on how privacy can unlock new opportunities and deepen customer connections in the year ahead.

Meet the Next-Gen Privacy Innovators

Shana emphasizes the direct link between privacy and business success, noting, “Consumers are more aware and concerned about data privacy than ever before. A strong privacy program helps businesses build and maintain trust, enabling consumers to confidently engage and spend their hard-earned money.”

"In this way, privacy directly contributes to revenue by fostering loyalty and enhancing brand reputation."

She also advocates for a collaborative approach to privacy, explaining, “When collaborating cross-functionally, it’s important for privacy teams to work in an enabling and solutions-oriented manner. This doesn’t mean that privacy teams should just say ‘yes’ to everything, but rather, they should seek to understand what the actual goal of the business is. Often, there’s a way to enable businesses to meet their goals that also preserves privacy.”

Background: With deep expertise in global regulatory compliance, Shana leads leads the development and implementation of privacy and AI governance programs at L3Harris, including guiding the integration of the company's global privacy program following a major merger.

Catia Reis, Head of Product Compliance, AI & Employment at Harness

Catia’s perspective on privacy is refreshingly dynamic. She notes, “The privacy world has grown exponentially since 2016 and, as privacy professionals, we are no longer just lawyers with a GDPR checklist—we have to be strategists, technologists, and sometimes even translators between legalese and tech jargon.”

This adaptability and forward-thinking approach are core to her philosophy, as she adds:

“It’s not just about compliance for compliance’s sake—it’s about asking, ‘How do we embed privacy into the DNA of this business while still helping it thrive?’”

Her work is a prime example of how privacy professionals must be bold—prioritizing risks and making strategic decisions that balance both business growth and data protection.

Background: Catia brings a wealth of experience and expertise in privacy and data protection, with a focus on international regulations such as GDPR, CCPA, and the EU AI Act, among others. Her background spans roles at prominent organizations, including Medallia and PwC, where she advised both startups and Fortune 500 companies on data protection, cybersecurity, and emerging technologies.

Aveen Sufi, Senior Manager Global Privacy & AI Governance Chair at Dexcom

Aveen believes that digital trust is essential for business success, stating:

“Digital trust must be a cornerstone and non-negotiable aspect of doing business. Customers need to feel confident that their data is safe and handled responsibly.”

According to Aveen, successful privacy programs, no matter how sophisticated, require consistent and strategic communication to thrive: “You can create the most impressive privacy or AI governance program, but simply building it won't ensure its success. Communication isn't a set it and forget it task; it requires relentless effort in training, educating, and socializing privacy until it becomes ingrained in your organization's culture.”

For Aveen, building a successful privacy program means not only assembling a talented, diverse team but also fostering a culture of collaboration and continuous engagement. She suggests, “One effective approach is implementing a Privacy Champions Program, which empowers the business to actively engage with the privacy office, fostering collaboration and yielding significant benefits.”

Background: Aveen Sufi is a data privacy, cybersecurity, and AI expert with over a decade of experience operationalizing compliance for regulations such as HIPAA, GDPR, and PCI DSS. With a proven track record in building global privacy programs and AI governance frameworks, Aveen excels at improving operational efficiencies, fostering collaboration, and leading cross-functional teams in high-stakes environments.

Jevan Hutson, Privacy & Security Associate, Davis Wright Tremaine LLP

Jevan highlights the growing importance of transparency in building customer loyalty, stating, “Trust and transparency are a competitive advantage and differentiator. Consumers increasingly expect transparency and control over their data. Businesses with transparent data practices and robust controls can command greater loyalty.”

When thinking about responsible innovation, Jevan recommends that businesses “leverage a healthy skepticism in AI and data initiatives”—trying to cultivate a mindset that balances innovation with caution.

“In practice, a healthy skepticism is less about throwing obstacles in the path of innovation and more about ensuring that data and AI applications are robust, fair, and aligned with user expectations."

"Embedding a culture that prizes critical thinking and rigorous validation can drive responsible innovation that addresses legal obligations and enhances long-term trust and business value.”

Background: Jevan is a data privacy, security, and ethics attorney with a deep interest in tech and AI policy, human-computer interaction, and legal issues related to data privacy. As a law professor and certified privacy professional (CIPP/A/E/US, CIPM, CIPT, FIP, AIGP), he is focused on leveraging transparency and trust to drive business success and ethical innovation.


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