Sarah is a seasoned communications professional who has been building brands and transforming reputations across the real estate, retail, and travel and tourism sectors for over 20 years. Since January 2023 she has held the position of Director of Communications and Campaigns for New West End Company, the business partnership for the West End’s International Centre that represents over 600 organisations which make up the world’s largest retail & leisure destination. New West End Company delivers place management, inward investment, destination marketing, insights, sustainability and advocacy services to over 80 streets in and around Bond Street, Oxford Street and Regent Street with 150,000 employees and £2bn annual contribution to UK GDP. Previous to this position Sarah spent six years with Cadogan, where she sat on both the Property Management Committee and Operational Group Board during the pandemic, and most recently she helped set up the new Knightsbridge Business Improvement District, The Knightsbridge Partnership in 2022.