With more than 30 years of expertise in advertising technology, and greatly excited by the immense potential of commerce media, Sarah’s vision is to accelerate Vudoo’s impact across key markets by enhancing content and ad strategies for retailers, brands, publishers, and agencies.
How did you land your current role? Was it planned?
Throughout my career, I’ve been involved in many parts of the advertising industry – it’s such a dynamic and innovative space, and the pace of change has been remarkable. My career began in client services for a company that developed software for the advertising industry. Over the next 20 years, I learnt a huge amount which has been the foundation for all my roles since. The company was acquired, becoming Mediaocean, and for my final four years there, I led the EMEA business as Managing Director.
My next move was as EVP Managing Director of Agency Partnerships in EMEA for Hudson MX, a platform for media buying and accounting that serves ad agencies. Before moving to Vudoo at the end of last year, I was at the adtech company Covatic, helping to launch a user-centric personalisation solution that prioritises protecting consumer privacy while helping media companies deliver relevant, targeted ads.
What are the key skills that have helped you succeed in your field of work?
I’ve covered a few different roles in my career, but I started by working in client services. This role revolves around building strong relationships; technology partnerships are long relationships, and it’s essential to have a good rapport, as well as a deep understanding of how the client’s business operates.
Working in new business and sales requires you to have a working knowledge of the product that you are selling and the benefits it can bring to potential customers. You must be able to demonstrate that you understand the challenges that clients face, what their business objectives are, and the pressures that they are under; then link these back to the product or service you are selling. Being able to translate complicated technical details into more accessible language that clients understand is a crucial skill I’ve learnt along the way.
What are you most proud of in your career, so far?
Moving from a stable, very established business that I’d known for decades, to start-up life was a risk, but an opportunity I’m extremely pleased to have taken. It’s not for everyone, but making that leap has really shown me that building a business, teams, and bringing solutions to market is the space where I’m most happy.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
In the technology sector, candidates sometimes incorrectly assume that they need to be technical experts. This is only true for some very specific roles; what companies are really looking for is people who are curious and keen to learn. While you won’t be expected to know the inner workings of a product before you join the team, you will need to ask questions and grasp how they work.
In addition to this, you’ll need to be a clear communicator. Once you learn how the tech works, you’ll have to be able to break this down into clear, easy-to-understand terms so you can sell the benefits of the product and express why your business is a good partner for a potential client. Communication is key internally too, being the client-facing person means bringing back to the product and engineering team concise, clear, and detailed feedback to enable them to continually improve and update the solution with market requirements.
Has anyone ever tried to stop you from learning and developing in your professional life, or have you found the tech sector supportive?
I’ve been lucky enough to get great support from leaders and colleagues throughout my career, but sadly, this isn’t true for everyone. There is still a lack of equality when it comes to some roles and companies within our industry. For candidates looking to break into the industry, my advice would be to look for companies that create a genuinely inclusive environment where everyone has a voice, no matter their background, gender, or age.
It’s vital that you can speak out and be heard. And with the current uncertainty across the business world, with many organisations walking back diversity initiatives due to Trump’s anti-diversity agenda, you want to know that your company will have your back no matter which way the wind is blowing. Do your research to find out just how committed a potential employer is to DE&I before signing a contract. Where you work is a part of your identity, so ensure your values align with those of your employer.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
I’ve always focused on trying to build trust and confidence with the people around me – in work and in my personal life too – and this approach has served me well. Honesty is always the best policy; if you don’t understand something or feel overwhelmed, don’t keep it to yourself. By being authentic and straightforward, you will be able to forge strong bonds with your peers, managers, and clients. People will listen to you, value your opinion, and place their trust in you.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
It’s only natural to feel insecure and anxious at times. So, firstly, it’s ok to feel that way! The world of work, and particularly the advertising and technology industries, moves quickly and is mired in complexity. However overwhelming it might feel, remind yourself that there are many opportunities and pathways out there. And embrace curiosity; the key to success is being open to learning new skills.
What advice would you give other women wanting to reach their career goals in technology?
Don’t wait to be invited to the table; you deserve your place there already. Show your curiosity; ask questions and share ideas. Your confidence will soon grow, and if you are prepared to speak up, then you can accelerate this process.
Look to find a mentor that can guide you, but always be open to forging new relationships across the industry – not just within your company, but with clients, partners, and even competitors. Networking brings many rewards in the shape of new opportunities and experiences. The technology industry is moving quickly, so there’s no telling where you could end up; if you embrace it wholeheartedly, then you are bound to be a success.
