BBB National Programs Taps Global CMO to Steer Trust in Digital Age

MCLEAN, VA – May 04, 2026 – BBB National Programs has appointed Sandhya G. Davis, a seasoned marketing executive with a formidable track record at global giants like Booz Allen Hamilton and Deloitte, as its new Chief Marketing and Communications Officer. The move signals a strategic pivot for the non-profit self-regulatory body as it aims to amplify its influence in an era defined by rapid technological change and evolving consumer expectations.

Eric D. Reicin, President and CEO of BBB National Programs, announced the high-profile hire, emphasizing the critical need for Davis's expertise. "Sandhya brings a rare combination of strategic depth and executional excellence that will strengthen how we position the organization and connect our work to the full range of industries, stakeholders, and regulators we serve," Reicin stated. "Her experience building trust and driving growth in complex global environments makes her exceptionally well-suited to advance our mission."

In her new executive role, Davis will oversee the organization's marketing, communications, business development, and National Partners functions. The appointment comes as the organization, which has been a cornerstone of U.S. industry self-regulation for over 50 years, grapples with shaping responsible practices in burgeoning fields like artificial intelligence, data privacy, and the creator economy.

A Strategic Hire for a Complex Era

The decision to bring in a leader of Davis's caliber underscores the shifting landscape of industry self-regulation. Once focused on traditional advertising and business practices, organizations like BBB National Programs are now on the front lines of addressing the societal impacts of emerging technologies. The effectiveness of this "soft law" approach—which allows industries to establish responsive guidelines faster than government legislation—hinges on credibility, visibility, and trust.

Today's marketplace is fraught with complexities that did not exist a decade ago. From the ethical implications of AI in hiring to the privacy guardrails needed for the metaverse and generative AI, the need for clear, enforceable standards is paramount. BBB National Programs has been proactive, with its Children's Advertising Review Unit (CARU) recently releasing a "Generative AI & Kids Risk Matrix" and guardrails for child-directed advertising in the metaverse. Furthermore, the organization has been a vocal proponent of frameworks like the Global Cross-Border Privacy Rules (CBPR) 2.0, which aim to modernize international data protection.

Davis's appointment is a clear investment in communicating the value of these initiatives. Her mandate will involve not just promoting the organization's 20-plus programs but also shaping the narrative around why independent self-regulation remains a vital mechanism for fostering fair competition and protecting consumers in the digital age.

A Career Forged in Global Brand Strategy

Davis's resume is a testament to her ability to navigate complex corporate environments and build powerful brand narratives. Most recently, as Chief Marketing Officer at technology and consulting firm Booz Allen Hamilton, she led the company's marketing strategy and reputation management during a period of significant growth, measurably enhancing the firm's external brand positioning.

Prior to that, she dedicated 15 years to Deloitte, where she rose to become the Global Marketing and Communications Leader for its Global Government and Public Services sector. In that role, she was responsible for crafting and executing integrated marketing campaigns to strengthen the Deloitte brand across more than 20 countries. This extensive global experience is particularly relevant as BBB National Programs engages with international privacy frameworks and multinational corporations.

Her background is not purely corporate; Davis holds a Master of Public Health in Epidemiology & Biostatistics, an academic foundation that provides a unique, data-driven perspective on public trust and systemic issues. Her active participation in industry groups like the Association of National Advertisers CMO Growth Council further demonstrates her deep integration within the marketing leadership community.

Bolstering a Mission of Marketplace Trust

At BBB National Programs, Davis will apply her skills to a mission centered on building a more trustworthy marketplace. The organization's work spans a wide array of critical areas, from ensuring truth in advertising through its National Advertising Division (NAD) to providing dispute resolution for automotive warranties and data privacy issues.

In her own words, Davis recognized the unique position the organization holds. "Building on more than 50 years of impact, BBB National Programs is in a unique position to help industry and consumers navigate marketplace complexities," she said. "Now more than ever, creating shared standards to strengthen trust across industry leaders and government regulatory agencies is critical. I am excited to work alongside this talented team to build on the organization's strong reputation and drive meaningful impact."

This impact is already taking shape through innovative programs. The recently launched Responsible Influence Certification program, for example, equips content creators with the knowledge to adhere to advertising standards, tackling transparency issues head-on in the burgeoning influencer economy. Davis's leadership will be crucial in scaling the awareness and adoption of such programs, making them industry-standard tools for ethical business conduct.

Driving Growth Beyond Communications

Davis's role extends beyond traditional marketing and communications to include business development and the stewardship of the National Partners function. This is a critical component of the organization's model, representing an exclusive network of over 120 corporations, law firms, and associations—including major brands like McDonald's and T-Mobile—that are committed to advancing marketplace trust.

These partners are not passive members; they actively participate in committees and working groups, directly influencing industry standards and program development. By leading this function, Davis is tasked with both expanding this influential community and enhancing the value of their engagement. Her expertise in building strategic relationships will be instrumental in attracting new partners and ensuring that their collective voice helps shape the future of self-regulation.

By integrating marketing, business development, and partner engagement under a single, experienced leader, BBB National Programs is creating a powerful synergy. This unified strategy will enable the organization to more effectively articulate its value, grow its coalition of allies, and ultimately strengthen its ability to foster an ethical, competitive, and trustworthy global marketplace for decades to come.