Previously she worked in digital, advertising and market research before switching careers in 2018, and brought this knowledge to sustainable aviation developments to push innovation in the area and to bring a new perspective. 

Sarah went on to introduce and pioneer the concept of turning SAF into a credit/unit in 2019 for access for and cost sharing with the business travel sector, gaining approval from global certification body Gold Standard. She also supported Amex Global Business Travel to bring their work to market and this spurred a host of work on the access of SAF for business travellers through a unit which has lead to other mechanisms being developed by industry SAF leaders as well as the Book & Claim approach.