Sarah says that she is possibly the person who has made the least money from digital of anyone since the 90’s, not having sold a business. That hasn’t dampened her enthusiasm, however, especially for how technology is driving better access to data. Real data. Not big data (a term she banned in 2014). With the borrowed belief that simplicity is the ultimate sophistication, her career has been spent translating and applying digital, data and technology for advertisers, largely in the e-commerce space. This has led to leadership roles in a small number of top ten agencies in the UK. At Goodstuff, Sarah is working with us on our mission to be the most inventive in the world, using the new breed of companies springing up every day and building our own approaches and unique data. Much like Paddington, Sarah is rather partial to a dollop of Golden Shred, albeit on toast, rather than a sandwich.