Head of Marketing, Volkswagen
Sarah has built a standout automotive career across both the retail network and Brand NSOs, blending front‑line commercial experience with senior strategic leadership. She began as a BMW Graduate learning the industry from the ground up. Since joining Volkswagen Group UK Sarah has held roles across the full spectrum of customer and operational functions, before discovering her true passion in marketing.
She’s experienced the industry from every angle—premium B2C at Audi, B2B at Volkswagen Commercial Vehicles—and since 2020 has been Head of Marketing for Volkswagen Passenger Cars UK. In this role she leads the full strategic and operational marketing agenda for the UK’s biggest‑selling car brand.
Sarah defines herself as a “commercial marketeer,” ensuring her teams always understand the direct link between marketing activity and commercial performance, while still fiercely protecting the brand.
Under her leadership, her teams have delivered Cannes Lion and IPA Effectiveness award‑winning work, proving her ability to combine creative excellence with commercial impact.
Beyond the day job, Sarah is a passionate advocate for diversity and inclusion. As sponsor of the Empowering Women Employee Network Group since 2021, she has been instrumental in driving progressive policy change, amplifying female talent and nurturing the next generation of leaders.