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Each week we give you an inside look at the talented, knowledgeable and friendly people who work at TRUSTe.


Name: Mikhail Nikitin

Job Title: Director, Business Development, EMEA

How long have you worked at TRUSTe? 4.5 years.

Tell us about your role at TRUSTe. I run Business Development and Sales efforts for TRUSTe in Europe. We opened a London office several years ago, making my job of expanding TRUSTe’s presence both in UK and on the continent a lot easier. The challenges in the European data protection requirements and very specific consumer attitudes towards privacy mean that there is a real appetite from businesses to make the right choices when it comes to privacy strategy. We’ve been gaining a lot of traction with our Privacy Technology products and Privacy Certification services in the EU and I’m thrilled to be part of team that started this.

What do you think are the top privacy challenges for companies? The proposed European General Data Protection Regulation, which is expected to pass by the end of 2015, will introduce a new set of requirements and rules including increased fines for non-compliance, in-house Data Protection officers, and better harmonization between EU member-states. Companies that are taking steps to prepare for this early will certainly be in a better position. Realizing that great privacy compliance is not simply a “check-box,” but demonstrates a company’s commitment to consumers, is something that differentiates leading brands in Europe.

What do you like most about working at TRUSTe? I enjoy having an opportunity to work with the world’s best brands and support their data protection goals. Working with fantastic people at TRUSTe, who are building and supporting our products, is a great pleasure.

What do you do for fun when you’re not working? I love spending time with my family and friends: hiking, camping, and traveling, even if it’s only for a short weekend. Everything snow related fascinates me – I never miss good powder when it comes to snowboarding.