Trust isn’t just a moral ideal, it’s a measurable driver of growth. In this session, we will learn how businesses across North America earn and maintain trust. Attendees will learn how ethical decision-making impacts customer loyalty, partnership strength, and brand reputation, and how aligning with trusted standards can create a competitive advantage in both B2C and B2B environments.  We will also look at trust being the cornerstone of growth and success of executive associations.

Shannon Siegferth currently serves as President & CEO of the Better Business Bureau Akron. Having progressed over the past nine years through several leadership roles, beginning in sales within the BBB system, she brings a comprehensive, operationally grounded perspective to executive leadership. 

Shannon actively participates on multiple community boards and advisory committees, reinforcing her commitment to civic engagement, workforce development and regional impact. Shannon serves as Secretary on the Board of Directors of the International Association of Better Business Bureaus. Additionally, she serves on the Stow Munroe Falls Chamber of Commerce, Bluecoats of Summit County, Leadership Akron Signature Selection Committee, Leadership on Main Committee and Akron Public Schools Superintendent Advisory Committee. 

As a proud military veteran of the United States Coast Guard, Shannon brings a disciplined, mission-driven leadership style shaped by years of operational service and recognition for excellence, including Enlisted Person of the Year. Her career reflects a consistent trajectory of performance, accountability and people-centered leadership. In her spare time, Shannon enjoys running and spending time with family.