Sarah has a long and successful career in media and communications strategy. Over the past 20 years she has worked with some of the largest brands in the world, helping them to find new ways to connect and engage with people. Her passion for understanding people and what makes them tick is the driving force behind her belief that creative ideas, and media should work together to create action. In most recent years, she has shifted her attention on driving these actions towards positive change and not just commercial gains. It is this shift that led her to leave the agency world, and step into her first client-side role at Oatly. As global media director, her role is to help the in-house creative teams realise the full potential of the creative idea, find innovative and unique channels and places to communicate that help make it easier for people to adopt a plant-based, flexitarian lifestyle.