Sandra is a consumer insights champion, passionate about leading teams to drive action, with a penchant for public speaking and a love for all things wildlife.
Sandra currently leads the Customer Research & Insights team at Optus. Her mission is to give the customer a ‘seat at the table’ for every decision Optus makes. Sandra’s superpower is translating data into insights, fuelling marketing campaigns and building stronger brands.
Prior to joining Optus, Sandra developed growth strategies for some of the world’s biggest brands at Procter & Gamble. She rolled up her sleeves to dig into big, meaty business questions, first in Switzerland and then in Australia, spanning a total of 12 years. She helped launch the first female subline on Head & Shoulders and roll out a category growth framework for P&G’s Hair Care business around the globe.
Working on big brands made Sandra become fascinated with the power of simple, engaging communication. She became the global lead for P&G’s ‘Effective Presentations’ course, and she took the leap of joining a stand-up comedy troupe to sharpen her own speaking skills.
Sandra loves being a people leader, and believes positivity, pragmatism and empathy are the name of the game. Her love for connecting with others began with her international upbringing across Germany, the US, the UK and China.
Outside of work, Sandra dedicates her time to the charity sector. She has volunteered for numerous charities and is currently active for WIRES. On weekends, you can see Sandra zooming around the Northern Beaches rescuing native birds and possums.
