Director, Cultural Strategy (Numbers, APAC)
Sarah is our Crowd Numbers director in APAC. She ‘fell’ into the industry in her university days, landing her first job as a market research assistant, and became captivated by the diversity in every aspect of cultural, consumer and category research – from the clients, to the projects, and the approaches, conversations, cultures and lifestyles. Since then, Sarah has worked in both Sydney (three years) and London (five years) as a senior researcher for brands in the media, FMCG, outdoor, pharmaceutical, entertainment, transport and tech industries in over 20+ markets. She is a passionate qual/quant dualist, favouring blended approaches that utilise multiple specialisms in tandem to highlight white spaces and opportunity areas. She is a keen traveller, baker and board game nerd. Fun fact: Sarah has ridden from London to Paris (465km) on her bike during a 45-degree celsius heatwave, and is somehow still here to tell the tale.