NEP 4.0

With a strong background in destination marketing and strategic brand development, Sarah brings a unique perspective to positioning places, experiences, and organizations so they resonate with both local communities and international audiences. Her expertise spans cultural tourism, nation branding, and sustainable development, enabling her to design initiatives that reflect the UAE’s rich heritage while aligning with its future ambitions.

Sarah currently serves as Marketing Director for the Creative Media Authority of Abu Dhabi, where she leads efforts to elevate the creative industry and talent ecosystem. In this role, she oversees brand strategy, integrated campaigns, and stakeholder engagement to strengthen Abu Dhabi’s position as a global hub for media, culture, and innovation.

Through the National Experts Program, Sarah collaborates with key stakeholders to drive initiatives that support economic diversification and reinforce the UAE’s global positioning. Her mentorship within the program has centered on advancing strategies that integrate brand identity, investment narratives, and destination competitiveness.

As Marketing Director for Saadiyat Island at Miral, Sarah previously led the promotion of the island as a transformative luxury destination, creating and executing integrated campaigns in partnership with travel operators, sales teams, and cultural institutions. Her leadership elevated the island’s profile internationally while enhancing its competitiveness in the global tourism marketplace.

Earlier in her career, she served as Manager of Sustainable Cities Marketing at Masdar, where she communicated the brand’s vision for innovation and sustainability, and as Brand Manager at TwoFour54, shaping Abu Dhabi’s media hub identity. She also gained experience at Aldar Properties within marketing and communications, contributing to the alignment of brand narratives with business growth.

Sarah’s career is underpinned by a Bachelor of Business Administration from the American University in Dubai. She is an alumna of the Dubai Women Establishment’s Innovation Leaders Program, hosted with Ashridge–Hult Business School in the UK, and completed the three-year Graduate Development Program at Sandhurst in London. These experiences have strengthened her strategic leadership capabilities and her ability to navigate cross-sector, high-impact initiatives.