Background

Before founding Aniseed Twist in 2021, Sarah spent close to two decades leading digital product and customer experience for FTSE100 UK retail and telecoms brands.

As Head of Digital Product for e-commerce and digital service channels at a major UK retail/telecoms joint venture, she owned the strategy behind an omni-channel platform spanning web, retail stores and contact centre — driving substantial, sustained growth in digital sales mix and securing multi-million pound investment from the Executive team.

Earlier, as Head of Digital Product for a multi-brand UK mobile operator, she led digital service channels across web and app for 14 million+ customers through a major brand relaunch, delivering measurable improvements to core customer journeys.

Throughout, she’s championed one simple truth: without the customer, there is no business. Serving them well isn’t a competing priority — it’s the competitive edge.

That experience — commercial accountability, large budgets, Exec-level stakeholder management — now underpins how Aniseed Twist works with clients today.

Recent Work

Since founding Aniseed Twist, Sarah’s fractional work has spanned sectors including utilities and insurtech.

For a UK water company, she advised on multichannel digital strategy — helping shape how the organisation serves customers consistently across web, app and other channels.

Her work has also included a global cyber insurtech business, supporting its web and app-delivered service with the same customer-first, insight-led approach that’s underpinned her career.