Deputy Director, GREAT Britain Campaign
Sarah is the Deputy Director of the UK government’s GREAT Britain campaign. Established in 2012, it is the biggest and most ambitious integrated government international marketing campaign, generating jobs and growth for the UK. The award-winning campaign operates in 144 countries, promoting the best of the UK – from business to sport – to improve perceptions of the UK, leading to increased levels of trade and investment, students and tourism.
Joining the campaign in 2013, and working in the heart of government in the Prime Minister’s Office, Sarah was instrumental in delivering the campaign’s success. Most notably, she established the external affairs function to create a network of over 700 active partners, from FTSE100 companies to high profile individuals who support the campaign’s activities. She has driven the GREAT brand value to £271m, establishing it as one of the UK’s top brands. The campaign has just won its 68thaward.
From an earlier career in marketing, Sarah joined the Foreign and Commonwealth Office in 2001 to become a career diplomat. She was posted to New York to negotiate on human rights at the United Nations and had further postings in Chile and Spain. She dedicated the early part of her diplomatic career to child rights’ issues, in particular lobbying against the sexual exploitation of children, human trafficking, and children in armed conflict. In 2004 she was the youngest female to become Her Majesty’s British Consul when she took up the position in Santiago, Chile. She went on to oversee the UK’s biggest consular network across Spain, Portugal and Andorra, handling some of the UK’s most complex consular cases and crises.
Prior to the GREAT Britain campaign, she headed up recruitment for the Foreign and Commonwealth Office, where she established the diversity internship programmes to increase underrepresented groups in the organisation’s workforce. This included setting up a summer programme for young female aspiring diplomats.