A bit about me
Fractional CMO and brand strategist helping ambitious companies grow through culture-led, attention-worthy marketing.
I’ve spent the last 15+ years working in and alongside marketing teams that definitely don’t behave like traditional marketing teams. As such, I play best with those who also think differently, and approach things in a way you’d be unlikely to find in textbooks (side note, I also have a degree in Marketing, so I know what the textbooks say!)
My career is forged in building brands that people will argue about. The ones that divide opinion and challenge notions of what a brand should look, feel, and sound like.
Most of my (somewhat eclectic) career took place in-house at BrewDog, where I spent over a decade helping scale one of the UK’s most disruptive and deliberately controversial consumer brands. If you know BrewDog, you already know what that means; fast growth, international expansion, culture-led marketing, and a dogged attachment to tension. Ambitious, wild and energising, with plenty of learnings along the way. Brand work, crowdfunding, sustainability, and global domination were the core themes of my time at the craft brewer.
Breaking records was par for the course - I was responsible for raising in excess of £100million through the world’s most successful online equity crowdfunding programme.
Now I work as a fractional CMO and brand strategist, helping ambitious brands scale with carefully honed edge, and commercial focus.
As a Fractional CMO, I’ve worked with B2B SaaS brands like TiPJAR, to high-growth consumer and performance-led brands like sports apparel business MAAREE, I’m usually brought in where there is a need for trusted direction and action, without the overhead for a full time C-suite addition.
I specialise in the messy middle where brand, performance, communications and growth collide, and where decisions need to happen.
As a brand strategist, I’ve supported community interest companies like Space North East to refine their marketing activity, and supported Frank snack bars with their GTM strategy, investor pitches and content marketing activity
I’d love to get to know your business and support you in unlocking your growth potential!
A few fun facts
I’ve been named in the PRWeek Power Book for 7+ years, for my influence and leadership across the UK communications industry.
I’ve been published in The Drum, writing about controversial marketing and why “playing it safe” is usually the riskiest strategy of all.
I’ve Presented numerous features Channel 4’s Sunday Brunch and Jamie Oliver’s Drinks Tube, usually talking about beer, and why drinks are about more than what’s in your glass.
I’m also a Certified Cicerone, which basically means I care deeply about beer quality, flavour, and the craft behind it
What other people say about me
James Fildes
Founder @ Space North East
I’ve had the pleasure of working with Sarah to help develop our marketing strategy and I can honestly say she has been transformational for our organisation.
Her knowledge of consumer behaviour, insight & foresight into growing trends and all-round professionalism is something to behold.
Kat Winstanley
Wellbeing Lead @ BrewDog
What really stands out about Sarah is that she’s never afraid to challenge the way things are done — always with the aim of keeping the crew safe and helping the business grow in the right way.
She’s a great critical friend, not afraid of tough conversations, and always focused on making a real difference.
Nev Ridley
MD @ ilk Agency
Sarah is full of bold ideas allied with clear messaging and seamless execution.
Her media instincts are razor-sharp, and she has a natural gift for cultivating relationships, both internally and across the press landscape.
Get in touch
Interested in working together? Fill out some info and I will drop you a line!