Known for her boundless energy and belief in the power of connection, Samantha Scholl has been named Vice President of Innovation at Better Business Bureau Pacific Southwest, Central and Inland California (BBB), recognizing her transformative leadership, infectious drive for excellence, and dedication to uplifting people and businesses alike.
Scholl joined BBB in 2021, bringing with her a 28-year career in the hospitality industry. Her transition from hospitality operations and consulting to the nonprofit sector has been a cornerstone of her success. By applying a “people-first” service mindset, rooted in years of running operations and building community partnerships, Scholl has redefined how BBB engages with modern entrepreneurs and small business owners.
“Samantha embodies the very best of the BBB mission,” said Michael Sedio, BBB’s VP, Chief Operations Officer, and General Counsel. “Her ability to inspire trust, strengthen collaboration, and create meaningful programs that support ethical business growth has elevated our organization both locally and nationally. Her grace and professionalism make her an outstanding leader and a remarkable steward of our brand.”
Scholl has been a pivotal force in bridging the gap between traditional consumer protection and proactive business advocacy. She has overseen the nationally expanded BBB Breakthrough Accelerator, and under her guidance, the program has graduated more than 200 underserved entrepreneurs, many of whom have transitioned into BBB Accredited Businesses, Torch Awards for Ethics Winners, and influential voices within the regional business community.
Scholl’s leadership extends to ignite sparked by BBB, a collaborative innovation hub serving San Diego, Phoenix and Fresno. Under her direction, ignite has evolved into a vibrant ecosystem for professional growth, hosting an average of 1,600 visitors and facilitating nearly 2 I00 meetings and events each month. Drawing on her extensive background in hospitality, she has cultivated an environment where organizations feel empowered to connect and grow, exuding her personal mantra: “You can’t have community without ‘unity”.”
A dynamic communicator, Scholl has significantly reframed the public perception of BBB through strategic storytelling. Her presence has been featured across major media outlets, including FOX News, KUSI San Diego, Good Business San Diego, and various regional business journals and podcasts.
Beyond her professional achievements, Scholl is a dedicated community advocate and volunteer. She actively supports and serves with organizations including the San Diego Equality Business Association, Shoreline Community Services, Cause San Diego, and many others. Her leadership extends beyond her role, rooted in service, collaboration, and creating spaces where others can succeed. Her contributions have been recognized by the San Diego Business Journal through inclusion on San Diego’s Top 500 Most Influential Leaders list and the Top 50 LGBTQ+ Leaders of Influence list, along with the Inclusive Champion Award, the She Makes History Award, and the BBB Excellence Award from the International Association of Better Business Bureaus.
“I do this work because businesses grow best when people feel seen, supported, and trusted. My purpose is to remove barriers, open doors, and create spaces where entrepreneurs know they are not alone. When people have access to the right tools, real relationships, and a community that believes in them, they build businesses that last. That kind of growth carries forward, strengthening families, neighborhoods, and the communities they serve,” shares Scholl.
In her role as Vice President of Innovation, Scholl leads a cross-functional team of 10 professionals across California and Arizona, building programs and partnerships that translate ideas into real-world impact. Through public speaking and deep cross-organizational collaboration, she helps shape an innovation strategy grounded in trust, access, and people-first leadership, ensuring the work leads to measurable outcomes for entrepreneurs and the communities they serve.
