Published on: September 17, 2026
R/GA has appointed former Google executive Sadie Thoma as its first-ever Global Chief Business Officer (CBO), creating a new leadership position focused on expanding the agency’s commercial growth and strengthening demand for its Intelligent Brand Systems proposition.
Reporting to Global CEO Robin Forbes, Thoma will work to turn R/GA’s momentum following its move to independence into sustained commercial scale. Her responsibilities will include developing the agency’s approach to packaging, pricing and commercialising its AI capabilities and product innovations.
One of the key solutions within her remit will be R/GA’s BRDNA Sequencer, an AI system built on the agency’s proprietary BRDNA (Brand DNA) framework. The technology translates brand values, guidelines, identities and behaviours into structured, machine-readable components that AI agents can understand and use.
BRDNA Sequencer enables brands and creative teams to equip AI agents with their own design systems, creative standards and examples, allowing agents to support activities such as design, writing, art direction and asset creation. The system can also be used within tools such as Figma.
“Creativity and technology are no longer separate disciplines; they’ve converged to unleash transformative brand and business growth. R/GA has been ahead of that unification longer than anyone in the industry, with both the creative vision and the deep technical expertise to define what comes next. What drew me here is the chance to help translate that leadership into commercial impact, working with Robin, Tiff, and this incredibly talented team to partner with bold, innovative brands and turn our newest AI solutions and inventive thinking into real, lasting growth for our clients.” said Sadie Thoma, Global Chief Business Officer, R/GA.
Alongside her commercial responsibilities, Thoma will leverage her global marketing network to act as a C-level advisor and executive sponsor for strategic client relationships. She will work with CMOs and other marketing leaders as they address organisational, operational and transformation challenges associated with the adoption of AI.
Thoma joins R/GA after nearly 15 years at Google, where she held executive positions across sales, business development and marketing. Her experience includes scaling technology-led growth functions and developing partnerships with major global brands.
Her appointment comes as R/GA continues to evolve as an independent, privately owned agency. The newly created CBO role is intended to align its go-to-market approach with its AI-enabled business model, including a greater emphasis on value-based commercial structures, performance-led partnerships and transformation retainers rather than traditional time-based compensation.
“Sadie joins at exactly the right moment in our evolution. Her exceptional track record of scaling technology-driven growth and advising C-suite leaders on how to adopt new technology to drive tangible business outcomes is exactly what our clients need from us right now.” said Robin Forbes, Global CEO, R/GA.
Thoma’s appointment follows a series of senior talent investments made by R/GA over the past year as the agency expands its capabilities with support from Truelink Capital. She will also oversee marketing and new business, working with SVP Global Head of Communications George Griffiths and SVP of Growth in the Americas Bethany Steffen to connect the agency’s market presence with measurable pipeline growth.
Thoma brings more than 25 years of experience across technology, advertising and corporate brand building. At Google, she most recently served as Director of US Ads Marketing, leading high-touch engagement and partnerships with Fortune 500 brands.
During her Google career, Thoma developed AI-focused go-to-market initiatives including the Creative AI Lighthouse Program and CMO AI Labs. She also created the ABCDs of YouTube, a creative effectiveness framework that has been adopted across more than 50 markets.
Earlier, she established and scaled Google’s Creative Works discipline, which focused on driving US video revenue among major Fortune 500 brands and partners.
Before joining Google, Thoma held senior leadership positions at Ogilvy, BBDO, Gotham and DMB&B, managing major accounts including Procter & Gamble, American Express, DuPont and Bank of America. She also co-launched the Tribeca Film Festival brand.
Thoma is a founding member of Chief and serves on the advisory board of ALSAC/St. Jude. She has previously served on the boards of the 4As Foundation and ANA Educational Foundation. She holds a B.A. in Economics from Colgate University.
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