Leadership Roles: CFO,  Finance Director, Investor Relations

Coaching & Mentoring experience:

I have mentored teams for over 15 years & coached for the last 2 years.  Individuals range from Business Leaders (CEOs, FDs, Sales Directors, Partnership Directors, HR Directors, Entrepreneurs) to team members & clients in the UK & across the world.

I have completed training at Third Space, The Coaching Academy, & attended Unleash the Power Within workshops in London.  I have studied numerous styles of coaching from Co-active, Transformational & Integral Coaching, to Emotional Freedom Technique, Cognitive Behavioural Therapy, & I am starting to learn about Neuro Linguistic Programming.

I am passionate about continuing to grow in this area, better understand human behaviour & patterns that are formed, and the importance of being able to control & adapt to an ever-changing environment we live in today.

I am on a constant discovery journey of how I can help transform the lives of others, empowering them to reach their goals & reach the feelings & emotions they crave in life which can be a reality rather than a dream.  Everything can change in a moment, it is about ensuring you have equipped yourself with the right toolkit to get you to the place you want to be.

I have mentored & coached individuals in a business environment to help them look at issues from a different perspective, give them my personal learnings & experiences from a very varied career.

I have also coached individuals to improve their lifestyle too, overcome fears, break unhealthy behavioural patterns, be kind to themselves, work through the law of attraction principals, & get to the crux of their problems, getting them to open up & ensure that the focus of their lives ends up being in the areas that they really want it to be rather than what society believes.

The journey can be transformational with the right coach.

Business Expertise

I have been a Finance Director & CFO for the last 7 years, starting on the Board at AEG – The O2 & Wembley Arena (£100M+ Business), and moving to Longshot Kids Ltd, bringing KidZania to the UK, an inspiring educational entertainment facility for children in Westfield.

A brief summary of my experience is:

  • Scale-ups: Grown a company from 4 to over 400 employees, constructed a city the size of Leicester square, & raised the funding for the project over 3 years
  • Fund Raising: raised over £45M through Equity & a variety of Debt instruments & restructured a Balance Sheet
  • Managed Investor Relations with Institutional and HNWI investors
  • I have undertaken a CEO role whilst continuing to be a CFO to drive ensure success whilst the recruitment of this role took place
  • Implemented new systems & processes to cope with high growth
  • Project Manager of IT systems, selection of suppliers, RFP processes, mobilisation and roll outs
  • Negotiated with Suppliers, Partners and Sponsors to ensure good commercial deals & contracts are in place
  • I have worked across various areas of a business, HR, Recruitment, Sales & Marketing, PR, Partnership, Building Services & Construction, Property Service Charges & Rents, Procurement, Technical, Ticketing & Event Management Delivery, so I have a wealth of experience in how entire functions of a business work given my hands-on experience
  • Built, managed and led a variety of excellent teams which have delivered a huge number of projects & activities across different industries.

I have worked with start-ups through to Blue chip companies and managed numerous internal and external stakeholders of these businesses.

I have a proven track record of fundraising, investor relations through to maximising profits. I drive teams to create innovative growth opportunities while managing costs and financial risks. I have demonstrated the ability to be a strategic thinker, an excellent networker & capital fundraiser. I am also a strong project manager with excellent organisation & communication skills.


Entertainment, Media, FMCG, Food & Beverage, Music, Hospitality, Conferencing, Retail, Sports, Private Equity, Charity

Career history

Longshot Kids Ltd, AEG Europe (The O2), L’Oreal, Big Yellow Plc, Deloitte

Business size

I develop people within business from start-ups to over £200m turnover


I am a positive individual that has finally mastered work life balance, although it is constant rebalancing act  & not a given state. I am compassionate, a great listening ear, I’m kind & gentle, trustworthy but also very honest, dynamic & professional which has always meant that people have felt at ease around me quickly, & are naturally able to open up, which has led me to a coaching career.

I absolutely love travelling, I have travelled to over 100 Countries/Territories in the world, the adventures, challenges and immersive experience of travelling remote parts of the world is the best feeling, completely removing you from your comfort zone.

I like to keep fit & healthy, love live music, sports, events, being outdoors trekking, horse riding & exploring.

Philanthropic activity is important to me and I am always open to helping others in different ways.

We asked Sarah who she admires and why:

Mike Wilson, Founder of St James Place, a mentor, an amazing inspirational gentleman, who passed away in 2018, but managed to write a book called ‘How to Become a CEO of Your Own Life’ it truly sums up what a wonderful man he was both in business creating a billion pound company but never forgetting those around him and taking the time to be very personable.

He would always ask me ‘How are you?’ and I would answer ‘I’m good thank you’ and he would say, ‘How are you really Sarah?  You are doing an amazing job in a difficult environment it can’t be easy?’ Incredible that someone of his stature would really care about how I was feeling, and it makes you take a step back, and realise to be successful, it’s very much about balance & perspective.