MY BEGINNING

My passion for business and product creation has always been part of me. Other girls played schools growing up, I ran businesses. My grandmother worked during the war and post war and used one of the first calculators in Australia to tally stock for the then Grace Bros business (an usual role of a women at the time). My father was a savvy business owner and deciding on a career in business was a natural choice for me. Business is my first love and technology is my second.

Core Values| Core Beliefs

• We can create more value as a team than as an individual contributor

• We can run successfully businesses remotely when you trust your team and they are empowered to be autonomous

• We need to learn everyday and you need to intentionally push yourself out of your comfort zone in order to grow

• We need to be curious, asks question and explore new ideas

• We need to be open to feedback, new ideas and new ways of working

• We need to choose to be positive, not matter how hard it gets

• We need to care of your team first so they can care for your customers

• We need to have fun while we work!

Career Achievements

• Currently the only female Head of Product in Australia for hardware and software in the UC AV market.

• SAVe (Sustainability in AV) Ambassador for Australia

• Speaker at Integrate 2024 - AI in Education, Curtin University EDUTeach Conference and Independent Schools of NZ IT Managers Conference

• Awarded a Female Leader in Tech scholarship to Quantic University in Washington DC - the world’s leading modern EMBA program

• Proven track record for growing revenue in Australia and Asia Pacific - 3X revenue growth for CommBox (over 20 months) and 336% growth in GWP for Insured by Us (over 24 months)

• Ability to grow market share in highly competitive markets, CommBox has moved from sub 5 to #1 in the IFPD Australia market in 20 months

• Ability to lead start up and scale up teams to execute superior customer experience to end users and large corporates alike. Corporate customers have included Woolworths, Vodafone, NSW Department of Education, Defence Forces, Hollard and more

• Strong business and product strategy development and execution skill set that has enabled business growth and innovation for IBU, Cascade and CommBox

• Deep, data backed, customer discovery and delivery - agile development expertise that has enabled the development teams at the last three organisations I have worked to accelerate shipping the right value to customers 38% faster

• Proven success at growing high performing teams who love coming to work. Achieved 15Five Pulse Scores over 4.2 at both IBU and CommBox

• A CPA, with strong financial management expertise that has ensured healthy cashflow management and profitability through COVID 19 and current challenging softer trading environment

• Created over 200 online ecommerce user experiences for clients and one of the first Shopify partners in Australia

• Founded two start-ups and successfully exited one of them.

• Over 25 years consulting and coaching experience including Big 4, Corporate, SME and start up founders.

Sarah Drysdale

I am an exceptional leader known for crafting strategies that enable businesses to thrive in the most competitive industries. With a deep expertise across business management, sales, marketing, and product development, I translate vision into reality through expert execution and unwavering commitment to excellence. My approach is rooted in a profound understanding of market dynamics, enabling me to steer companies toward sustained growth and industry leadership. I specialize in identifying unique opportunities, driving innovation, and building resilient teams that excel in delivering outstanding results. My leadership is defined by a relentless pursuit of success and a proven ability to navigate complex challenges, ensuring that the businesses I lead not only compete but set the benchmark for others to follow.

I am an Australian business professional | entrepreneur | writer | speaker | coach based in Sydney and I work with businesses all over the world.

7 years of Scale Up Experience

As COO and Head of Product at CommBox, I have spearheaded the development and implementation of a comprehensive business strategy that drove a 3X revenue growth within just 20 months and maintained it, without external funding. My approach centered on setting clear, actionable strategies and executing them. This strategic clarity not only secured CommBox the number one market share position in the interactive screen industry but also established the company as a leader in both hardware and software innovation.

In my role, I lead product strategy and development, crafting a unique product development process that combines Product Kata, with the Jobs-to-be-Done (JTBD) framework and customer discovery (experimentation) and delivery methodologies. This innovative approach ensures that our customers are deeply embedded in the product development lifecycle, resulting in products that truly met market needs and fostered deep customer loyalty. I collaborated closely with the Head of Customer Success to design an end-to-end customer experience that has been instrumental in driving repeat hardware sales and recurring SaaS revenue. Customers consistently choose CommBox over major competitors like Samsung, LG, and BENQ due to our exceptional Australian support and training.

I also take the lead in building a high-performing, diverse team, achieving a Pulse score of 4.2/5, reflecting a workplace culture where people are excited to contribute. My leadership extends to managing supply chain logistics and cash flow management, ensuring that the company was always well-positioned for stock acquisition and strategic investment. Furthermore, I was responsible for implementing robust cybersecurity measures aligned with the CIST framework and OWASP Top 10, ensuring that cybersecurity was ingrained in our development practices and across the organisation.

At Cascade, as Co-Head of Product, I developed and executed a two-year product-led growth strategy that pivoted the company towards a forever-free account model and introduced team-based strategy development features. This shift not only expanded the product's appeal but also maintained a rapid pace of feature development, with new releases every four weeks, compared to the previous three to four-month cycle. I also played a pivotal role in coaching product managers to leverage data-driven insights, integrating customer validation and feedback into the development process.

As General Manager at Insured By Us (IBU), I was responsible for managing all aspects of the business, freeing up the founder to focus on other ventures. My strategic oversight was particularly crucial during the COVID-19 crisis, where I swiftly reduced the cost base. Prior to COVID, I was instrumental in driving growth in gross written premiums (GWP) for our travel insurance brands. My product leadership at IBU was marked by the development of a visionary product strategy that reduced time-to-market by 37% and delivered a 330% growth in our travel insurance brands. Additionally, as Head of Customer Success, I built and led a team that delivered exceptional service, achieving zero churn and high customer satisfaction, even during initial challenging periods of the pandemic.

9 years of Start-Up Experience

As the Founder and Principal Consultant of Sarah Drysdale Consulting, I played a pivotal role in the digital transformation of numerous businesses by delivering nearly 200 eCommerce websites as a Shopify partner. My strategic vision and expertise in crafting revenue-generating digital strategies consistently resulted in significant growth in market share, customer engagement, and long-term success for my clients. This success culminated in a strategic exit in March 2015, when I sold the web development arm of my business to The Hope Factory, marking a key milestone in my entrepreneurial journey.

In my consulting practice, I guided clients through every step of their digital journey, from understanding their business objectives to developing tailored digital strategies and website solutions. I expertly managed project delivery using waterfall, Agile, and hybrid methodologies, ensuring that each website met the highest standards. My work extended beyond just website development; I also provided crucial guidance on software selection, business process mapping, and online sales strategy, all while leading a team of skilled business analysts and developers.

As the Founder and CEO of Cornflower Blue Design Company, I successfully designed and implemented an innovative online business model that positioned the brand as a leader in the children’s fashion market. Under my leadership, cornflowerblue achieved profitability within just seven months of trading, and its customer-centric approach earned it a nomination for 'Best Online Store' by Kids Fashion Review readers. I also spearheaded the brand’s inclusion in Westfield’s online mall, one of the few children’s brands selected for this platform. My commitment to operational excellence and strategic digital leadership not only drove significant growth but also fostered strong customer loyalty, cementing cornflowerblue’s reputation for quality and innovation.

Throughout my entrepreneurial career, I’ve had the privilege of working with leading brands such as OneWorld, CoziGo, BridgeChina, Leatherwood Bespoke Rosin, and many others, driving transformative change and helping these businesses achieve unparalleled success. My approach has always been rooted in understanding client needs and delivering tailored, strategic solutions that drive business growth and success.

10 years of Corporate Experience

During my time in corporate roles, I gained world-class expertise in business management, technology, and strategy, which laid the foundation for my future success. As a Senior Project Manager at HSBC, I led the regional implementation of the RIS system across Asia, coordinating complex efforts between head office, IT, and local project teams in Indonesia and Malaysia. This experience taught me how to manage large-scale projects with precision, ensuring on-time delivery while addressing critical business needs and planning for future enhancements. My role in co-leading the Branch Re-engineering project across 23 branches in Australia further solidified my ability to drive operational efficiency, implementing 105 process changes that resulted in a 25% productivity improvement.

My tenure as a Senior Business Consultant at Andersen, KPMG Consulting, and BearingPoint provided me with deep expertise in strategic IT systems implementation. I successfully led the analysis, design, and deployment of financial market and business intelligence systems for major clients like Allianz Australia, Macquarie Bank, and Commonwealth Bank. Acting as both Project Manager and Business Analyst, I ensured seamless project execution from strategy to deployment, fostering strong communication between stakeholders and delivering measurable results. My specialization in IT strategy and process improvements for clients such as AMP, ESG Reinsurance, and News Limited honed my ability to drive significant operational efficiencies.

At James Martin in Hong Kong, I served as Product Manager for the first online Fund Trading Platform for retail customers in Asia for Jardine Fleming Asset Management, gaining valuable insights into product management and technology integration. My earlier roles, including as a Business Analyst and Financial Controller at Bankers Trust, where I designed and implemented a comprehensive management reporting system, and as an Audit Undergraduate at PricewaterhouseCoopers, where I developed a purchase ordering system for Esprit Retail Australia, further enhanced my technical acumen and strategic thinking.

These corporate experiences equipped me with world-leading expertise in business management, technology, and strategy, enabling me to deliver impactful results and drive innovation in any business environment.