Sarah Laffey

Experience

• 

  Morpace Inc.

  Nov 1998 - Nov 1999

  Market Research Executive and Project Manager

  Responsible for resourcing and delivering the fieldwork for international B2B research projects - telecoms, IT, pharmaceutical and automotive clients.

• 

  Instrumental Media Group Ltd

  Sept 1999 - Feb 2001

  Account Manager & Series Editor

  Management of BMW Group account. Launched and ran a national Interactive Business TV network and produced content for a busy schedule of live and pre-recorded programming and events. Lots of copy writing and editing. Lots of meetings. Lots of happy clients.

• 

  Academy Music Group

  Feb 2001 - Oct 2001

  Relationship Marketing Manager

  Part of a small but brilliant team tasked with launching and delivering pioneering web-based content via the recording and streaming of concerts held in Academy Music Group venues and associated festivals. My role involved building relationships with artist management and record labels to identify new business opportunities, secure rights and negotiate contractual terms. Broadband hadn’t really arrived though. We were ahead of our time.

• 

  BMW UK

  Oct 2001 - Feb 2009

  This role expanded my brief to include high profile strategic sponsorship activity in sectors including sport and fashion (eg, BMW PGA Championship and Sunday Times Style Fashion Fringe)Led the development and launch of a long-running partnership between BMW UK and Rockingham race circuit involving multi-million pound investment and complex operational planning. It was instrumental to BMW Group strategy and in delivering experiential, product launch and training opportunities to the dealer network and customers for several years. The team also delivered the first 'roadshow' based launch for a BMW product - the 1 Series - which involved taking a large-scale event set-up and ride and drive offering around the country over several months.Reporting to and working closely with the Managing Director and presenting to the Board was a constant requirement of this role which also necessitated building a broad network and strong relationships across every area of the business. Show less Management of in-house and agency teams delivering high profile live events and a Business TV network to support the sales and marketing objectives of BMW Group, including the UK launch of MINI and several high profile BMW product launches. Responsibility for a £7m+ budget and associated income and expenditure channels along with negotiation and management of suppliers. This role involved significant cross-company strategy planning and required strong relationship-building skills at all levels of the business, including with Board Directors and international colleagues. Highlights include creating and delivering the first 'MINI Experience: Live!' at the UK Motor Show and a week-long, spectacular BMW launch event in Cannes, France and conferences for 600 people in South Africa and the USA. Show less

  • Sponsorship & Events Manager

    Jan 2005 - Feb 2009

  • Marketing Services Manager

    Mar 2002 - Dec 2004

  • National Events Manager

    Oct 2001 - Mar 2002
• 

  Freelance

  Jan 2015 - now

  Marketing, Communication & Events Consultancy

  I work alongside marketing teams and business leaders to build awareness and sales of their brands, products and services, communicate key strategic messages and engage customers, members and communities. Clients include Oxford University Economics Department, Tonic Collective, Savills Place, Clean Air Ireland, Dignity Funeral Care, Girls Day School Trust, Telstra Purple, The Lanesborough, GP Associates (luxury hospitality marketing), Systango (software).

• 

  ClubCISO

  Sept 2017 - Aug 2018

  Community Manager

  My task was to revive and grow a long-neglected specialist industry community. I planned and delivered events, set up and ran social media channels, oversaw print and digital content creation (including leadership pieces and in-depth specialist reports) and design projects. Used A* interpersonal and communication skills to recruit key industry influencers to an Advisory Board, and secured promotional appearance opportunities for them (at industry events and on broadcast channels incl. BBC news). The result was a thriving industry community which saw a significant positive uplift in membership numbers, engagement, event attendance and satisfaction feedback scores. Working to a brilliantly commercial Marketing Director, I also learned first-hand how to make a team of flexible/remote marketeers really effective, ensure every single action is results driven and make good friends with the sales team. Show less

• 

  The Wiser Collective

  Jan 2018 - Dec 2023

  Founder & Director

  Co-founder and project lead of a not-for-profit Community Interest Company (CIC) providing an online and in-person network to connect people of different generations for skill-sharing and neighbourly connections. We launched in 2019, then navigated the limitations of the pandemic, working with social prescribers and charity partners to support vulnerable individuals. Adapted, in line with lockdown rules, to launch Walk Buddies - an inclusive, free-to-join walking community. Addressed #loneliness and #mentalhealth and built a modern, inclusive community with good, old-fashioned neighbourly values. Operating primarily in SW London, with a small but effective team, we:- created two brands from scratch - built community membership, following and engagement via online platforms - delivered multiple in-person events- secured grant and sponsor funding- initiated commercial partner collaborations - developed referral partnerships with government agencies Our team of co-founders received the Mayor of Wandsworth's award for services to the community during the pandemic. Show less

• 

  OUBEP - Oxford University Business Economics Programme

  Nov 2022 - now

  Digital Marketing - Executive Programmes