After graduating with, masters in both Philosophy, and Computer Science, from Trinity College Dublin, Sarah moved to Paris, where she started her advertising career in creative strategy, working on Global Beauty campaigns for L’Oreal Paris, Maybelline NY, and Nespresso.
After couple of years, she transitioned into pure play strategy, leading Global strategy for Nestle Cereals and new business for McCann/ MRM Paris
In 2010 she was headhunted by the Proximity Network to be strategic lead for the international business unit. She was instrumental in expanding the P&G and Kraft Foods portfolio, from Gillette, to Wella Hair Care, Tassimo, Philadelphia and Oreo.
After a brief stint in Berlin, she re-joined the Proximity Network in London, focusing specifically on new business and strategic innovation.
Under her strategic leadership, Proximity won 15 pitches in a row, a record amount of pitches, becoming Agency of the year. Two of the most significant wins were in the loyalty space, for Virgin Atlantic Airlines and John Lewis.
She spent 2 years leading the strategy for the launch and evolution of the famous my John Lewis programme, creating 65 million extra revenue and an ROI of 70 percent.
and helped Virgin Atlantic rethink how to evolve their frequent flier programme to maximise engagement and behavioural loyalty.
In 2018 Joined Karmarama/ Accenture Interactive to head up strategy for Data Driven Creativity Unit, a new capability bridging human data intelligence and creative.
BIMA member since 25th November 2019