As the leader and author of Initiative's strategic planning
approach, Sarah is responsible for communication planning
worldwide. This is a wide mandate that includes client leadership,
training, workshops, mentoring, research, data, tools and
technology. Her focus is on producing brilliant, opinionated work
across every market for Initiative.
With over 20 years of experience in the marketing industry,
Sarah has a depth of experience in almost every category, from
packaged goods to entertainment to retail to automotive. She has
also worked on brand in over 25 different markets and cultures - so
the continuing challenge of ensuring global brand success at a
local market level is one of her areas of expertise.
With thought leadership as part of her mandate, Sarah has
published and presented extensively, most recently, with "The New
Power of TV", an eight-market study on the powerful synergies of TV
Sarah has been with Initiative since 2000. Her previous roles
include General Manager of the Initiative Canada, as well as
leading a stand-alone communication planning agency, Sandbox,
dedicated to Johnson and Johnson Canada.
Sarah lives in Toronto with her husband and daughter.