I am a freelance Global Strategy Leader who helps brands innovate and grow through cultural impact.

I work agency and brand side — in the US, UK and Europe. I have (humbly) been named in Business Insider’s Top 30 Most Creative Women in Advertising.

I love leading global insight, connecting brands to culture, and my family. Not necessarily in that order.

Recently I’ve been consulting with Meta on how Gen Z build real connection. Partnering with a founder on a community-first menopause startup. And developing a new beauty tech platform with L’Oréal Ventures.

Whilst in the US, I co-founded Backlash. A cultural strategy & content studio for TBWA Worldwide. I built and managed a multidisciplinary team of 300+ employees across 50 markets. Backlash published daily content, pioneered social formats and advised the Fortune 500 including Apple, McDonald’s and Netflix. During this time, TBWA was named in Fast Company’s Most Innovative Companies.

Before this I worked for Mother London. I helped establish pharmacist Boots as a health & beauty icon with Here Come the Girls, delivering £285m profit. I then joined BBH London, boosting British Airways holiday sales by 43%.

I started my career as a journalist at youth culture bible The Face magazine. Followed by The Future Laboratory, where I predicted things like Athleisure and helped brands get to know their future consumers.

I work across all forms of insight & data, brand and communication strategy, content and innovation. I currently live in a minimalist barn in the UK. And I hold a US visa.

Say hello — sarahrabia@gmail.com

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