Sarah is a senior marketing leader with over 20 years’ experience across the automotive and financial services industries. She began her career in the NSW Police Media Unit, where she developed a strong foundation in public relations and crisis communication before transitioning into marketing — and discovering her long-term passion for the automotive space.
Today, Sarah leads the marketing and customer experience function at Australian Alliance Automotive Finance (AAAF), a subsidiary of Toyota Finance Australia. She oversees brand strategy, digital, campaigns, and customer insights, and also chairs the organisation’s crisis management team.
Over the years, she has held senior roles at Hyundai, Hino Trucks, and Automotive Holdings Group (AHG). Her breadth of experience across product, brand, and customer strategy has given her a deep understanding of the full automotive ecosystem — from vehicle to dealership to finance.
Sarah is passionate about building collaborative, empowered teams and believes great marketing starts with curiosity, clarity, and a genuine connection to people.
When she’s not working, you’ll find her enjoying movie nights with family, Physical Culture dancing, running, or unwinding with champagne and cheese.
