Privacy and marketing can (and should) work together—and the most forward-thinking businesses are proving it.. In this episode of Privacy in Practice, hosts Kellie du Preez and Danie Strachan welcome Dr. Sachiko Scheuing, European Privacy and AI Governance Officer at Acxiom. As co-chair of the Federation of European Data and Marketing, Sachiko shares her front-line perspective on how responsible data use, smart marketing, and privacy compliance can fuel both trust and growth.

What You'll Learn:

Dr. Sachiko Scheuing serves as the European Privacy and AI Governance Officer at Acxiom, where she leads privacy and compliance initiatives across Europe. With over 20 years of experience in marketing, technology, and compliance, she has established herself as a leader in privacy, AI governance, and data protection. As co-chair of the Federation of European Data and Marketing, she is pivotal in shaping data protection and marketing policies across Europe. She is also the author of "How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI," a comprehensive guide on marketing compliance under the GDPR. Her expertise in balancing privacy requirements with innovative marketing strategies, combined with her advocacy for responsible data practices and AI governance, makes her a respected voice in the privacy and data protection community.

Episode Highlights:

Digital advertising gets a bad rap, but Sachiko explains why it’s time to reframe the conversation. She challenges the common perception of digital advertising as inherently problematic by highlighting its role in democratizing marketing opportunities. Before the rise of digital ads, only big players like Coca-Cola or IKEA could afford mass-market campaigns. Today, targeted advertising makes it possible for local businesses to reach relevant audiences affordably and effectively. This democratization empowers small and medium-sized enterprises—the backbone of most economies—while helping fund the mostly free internet we all rely on today. The takeaway: privacy professionals can help organizations strike a balance—leveraging ethical digital advertising to support both business growth and equitable access to information, all while maintaining compliance and trust.

A privacy policy alone won’t build trust—genuine privacy compliance requires a cultural shift, and that shift starts at the top. Sachiko shares how executive commitment to privacy has been essential at Acxiom, where leadership views trust as a business advantage. When executives visibly prioritize privacy, they send a clear message that trust, transparency, and data ethics are fundamental to the organization’s values. But it has to go beyond lip service. Leaders must take concrete actions—allocating resources to privacy programs, funding staff training, and embedding privacy into strategic decision-making. Even when the immediate return isn’t obvious, executives who champion privacy are investing in the company’s future viability and credibility. They empower privacy teams to drive meaningful change across the business, creating an environment where privacy becomes second nature The result? Privacy shifts from a regulatory obligation to a strategic differentiator—fueling customer loyalty, enhancing brand reputation, and ensuring sustainable success. And in an era of tightening regulations and rising consumer expectations, organizations that don’t make privacy leadership a priority risk falling behind.

In a thoughtful exchange with Kellie and Danie, Sachiko discusses how privacy enhancing technologies (PETs)—and techniques like pseudonymization, anonymization, differential privacy, and synthetic data—are gaining traction as practical tools for reducing risk without compromising data utility. These approaches are especially valuable for organizations working with large data sets or building AI systems, offering ways to protect individuals while still enabling insight and innovation.

The conversation then turns to Records of Processing Activities (RoPA) as a foundational step for understanding your data landscape. A key takeaway being that there’s no single correct structure—what works depends on the business. Whether organized by purpose, system, or data subject type, a well-thought-out ROPA helps teams identify where PETs can be most effective and where compliance risks may be hiding. For those new to these concepts, the group shares practical suggestions for building literacy—from free online trainings to industry conferences and Sachiko’s own book, How to Use Customer Data.