Sarah is a creative strategist with over a decade of experience in creative direction, branding, and strategic planning across digital marketing, advertising, and agency partnerships. She currently leads Creative Agency Partnerships at TikTok, in Turkiye, Africa, and Central South Asia. In this role, she works with creative agencies to develop TikTok-first strategies, craft compelling short-form video storytelling, and produce content that connects with our ever growing community.
Sarah’s creative journey began at J. Walter Thompson Dubai, where she landed her first advertising role. From there, she moved through various agencies like VML, Saatchi & Saatchi, and TBWA before joining TikTok as an Associate Creative Director and then transitioning to a Creative Strategy Lead for new markets. She wrote scripts, art-directed film sets, got caught up in shooting content regularly, and had a pretty obvious sunburn throughout! But luckily, her work also earned her some awesome metals along the way from award shows such as D&AD, New York Festivals, Cannes Lions, Effies, Cresta, and Dubai Lynx.