An award-winning communications and marketing strategist, Sarah brings more than 25 years of experience advising C-level executives and leading integrated, data-driven campaigns. She combines strategic insight with storytelling expertise to help organizations strengthen reputation and engagement across diverse audiences.

Prior to joining the Formation team, Sarah served as vice president at Carabiner Communications, a marketing and communications agency serving the healthcare sector. She brings five years of higher education experience, having led the Communication and Marketing Department at the University of North Carolina Asheville where she served as a member of the chancellor’s senior leadership team. Sarah also spent more than a decade with TRACCS Public Relations in Cairo, Egypt, where she managed day-to-day operations and provided strategic oversight as deputy managing director. Earlier in her career, she worked as English editor for the Egyptian Center for Economic Studies, an independent economic think tank.

Sarah holds a bachelor’s degree in Marketing Management, a master’s degree in Management and Leadership, and an MBA from Western Governors University. A longtime PRSA member and chapter founder, Sarah helps clients communicate with clarity, consistency and impact.

When she’s not shaping strategy, Sarah can be found cheering on her teenage sons, engaging in community and board service or working her way through several books at once. She is lauded by clients and colleagues for her ability to joyfully jump into the unknown.