Sandy Tsakiridi

Sandy Tsakiridi is a triple-qualified lawyer (England & Wales, Ireland, Greece) and a Senior Director – Legal Counsel at the Global Legal Function of The Coca-Cola Company. As part of her respnsibilities, she is the Global Lead Counsel for the company's AI Governance Programme and the Head Privacy Counsel for Europe.

Prior to her current role, Sandy served as a senior in-house counsel in the global privacy team of HSBC, and practiced as an external counsel at top-tier international law firms and one of the Big Four, in both London and Brussels. Earlier in her career, she also completed a traineeship at the Legal Service of the Council of the European Union.

Sandy holds multiple professional certifications, including AIGP, CIPP/E, CIPM, FIP, CAIP, COBIT, and PRINCE2. She has earned postgraduate degrees in law from the University of Oxford, University College London (UCL), the London School of Economics and Political Science (LSE), and Université Paris 1 – Panthéon Sorbonne. In addition, she is the founder of HWiPT (Hellenic Women in Privacy & Technology), forms part of the European Data Protection Board (EDPB) Support Pool of Experts on emerging technologies, and has served as an Advisory Board Member of the International Association of Privacy Professionals (IAPP).

Sandy is a regular speaker at international conferences and frequently contributes to industry publications on privacy, cybersecurity and AI.

FIRESIDE CHAT: "The Trust Advantage: Why Marketers Need Strong AI Governance"

In the era of AI-driven personalization and first-party data, trust has become a brand’s most valuable asset.

In this fireside chat, Sandy Tsikiridi of The Coca-Cola Company and moderator Eliza Soufli explore how global organizations rethink consent, transparency, and responsible data use. The discussion brings together AI governance, legal frameworks, and marketing realities—offering a practical look at how brands can innovate confidently while protecting consumer trust.

From AI literacy to third-party risk and agentic AI, this conversation lays out what it truly means to build ethical, accountable, and performance-driven AI systems at scale.

Key Takeaways:

• How modern consumers define trust and what they expect when they opt in.
• Practical AI governance pillars used by global brands and how to apply them in marketing environments.
• The new meaning of consent in hyper-personalized, AI-powered experiences.
• How to build AI literacy within marketing teams to ensure responsible and effective use.
• Managing AI risk with agencies and vendors across different levels of maturity.
• Real examples illustrating how trust-based personalization drives measurable business impact.