About Me

Sarah Clarke combines the power of behavioural science and data expertise to craft strategic business solutions that drive lasting behaviour change and measurable commercial impact. Her approach goes beyond just collecting insights – it’s about understanding the “why” behind human behaviour and using that knowledge to create actionable strategies for sustainable growth

With experience across major networks like iProspect and McCann, as well as boutique agencies like Impression and ClickThrough, Sarah has worked with a diverse range of brands, from eCommerce to charitable organisations, delivering impactful results. She currently serves as Business Director, Data & Strategy at Universal McCann (UM), where she leads the development of data-driven, behaviourally informed campaigns that deliver results.

Sarah’s work is rooted in long-term success, always focused on delivering measurable outcomes, whether that’s boosting conversions, strengthening brand loyalty, or driving business growth. She is a champion of balancing immediate impact with strategic vision, ensuring every campaign contributes to long-term objectives.

As a thought leader, Sarah regularly speaks at conferences such as BrightonSEO and Hero Conference, sharing fresh perspectives on media and marketing strategy. She was named one of the top 10 speakers at Hero Conference in 2022, and in 2022, she was also nominated for a UK Paid Media Award for her work with a leading car manufacturer.

Sarah is also committed to giving back to the marketing community, mentoring aspiring marketers and guest lecturing at various institutions. Her work with WYK Digital has been focused on mentoring new digital marketers and empowering them to succeed in the industry. 

In 2025, Sarah had the honour of winning a WACL Talent Award – an award that celebrates women in advertising and communications leadership.  From this, Sarah received a career development grant, which she plans to use to redefine how behavioural science is used in agencies, setting the standard for the future.

When she’s not shaping the future of marketing, Sarah enjoys running, crafting, gaming, and exploring Nottingham. In 2023, she completed the Robin Hood Half Marathon and piloted a small plane over Blackpool – two of her proudest achievements.