Hi, I’m Sarah.
I’m a brand and marketing lead for independent food, drink, hospitality and FMCG businesses, based in Edinburgh. I’m drawn to founder-led businesses, where brand, product and experience are closely connected.
How I got here
I pulled my first pints in a Young’s pub before I ever had a marketing job.
I learnt marketing by doing it, with small food, drink and hospitality businesses that needed someone but couldn’t justify a full-time hire: social, email, websites and events.
When the chance came to build a brand from the ground up, I took it. I moved to Edinburgh and became the first hire at Moonwake Beer Co., starting on a building site. After three and a half years, I took my skills to Sellar, a tech company selling into drinks, and Brewser, a direct-to-consumer subscription business, learning what makes each of them tick commercially.
Now I set the strategy, build it with you, and push back when something isn’t right for the business. That’s how we pin down what it actually needs to reach its goals.
How I work
Customer-led
Customer insight brings clarity to what the business does, its goals and its whole marketing mix. Decisions get made on data, not a gut feel.
Joined up
I see how one change ricochets through the business and the customer journey, and plan for it, so the pieces work together.
Hands-on by choice
I’ve spent my career in small teams with small budgets, so I’m used to getting a lot out of a little.
Trained as a journalist
Writing and communicating clearly is what I’m best at. I know what makes a good press release, what actually makes your brand newsworthy, and how to get it into the right people’s hands.
Along the way
- First hire at Moonwake Beer Co., part of the team that took it to over £3m in revenue.
- Grew the subscriber base at Brewser, and sharpened Sellar’s positioning as a tech company.
- Built brands from scratch and repositioned others, from a Leith brewery to a pub group pivoting to premium gastro.
- Built marketing functions that perform commercially, and left foundations that keep working once I’m not there.
- Klaviyo partner, and currently on the Up World Marketing Accelerator, bringing what I learn straight to clients.
If we meet in Edinburgh, my dog’s probably coming too.
If you’re not sure whether you need someone in the business or a second opinion on what you’ve already got, we’ll start there and work it out.
Get in touchFancy a chat?
Book a free 30-minute call, or send me a message.