Sara Ann Straw Advisory

About

Hi, I'm Sara.

For nearly two decades, I've had the privilege of creating experiences that bring people together.

I've led global conferences, executive forums, customer events, field marketing programs, and strategic event portfolios for some of the world's fastest-growing technology companies. Along the way, I've managed multimillion-dollar budgets, built high-performing teams, selected destinations around the world, partnered with executive leadership, and learned firsthand what it takes to create experiences that deliver real business impact.

Sara Ann Straw
Sara on a swing in front of a castle in Ireland

"Travel has taught me lessons that no conference room ever could."

Follow my solo travels at Solo Travel Woman →

My Journey

My passion has always been experiences.

People assume my passion is events. The truth is different-it's the experiences themselves:

  • …that bring people together.
  • …that inspire ideas.
  • …that build relationships.
  • …that leave people thinking differently than when they arrived.

For years I've traveled the world-often on my own-walking cities before sunrise, wandering neighborhoods instead of attractions, paying attention to the little details that make people feel welcomed, valued, and connected. Curiosity. Adaptability. Empathy. Resilience. The most memorable experiences aren't the biggest or the most expensive-they're the ones designed with intention.

The Thesis

Extraordinary events are never just about the event-they're about the people behind them.

I've been the leader defending budgets, navigating executive expectations, rebuilding strategies, and making decisions that impact thousands of attendees and millions of dollars in investment.

That's why I built this advisory practice-not because I wanted to become a consultant, but because I wanted to become the advisor I wish I'd had throughout my own career.

Beyond the Resume

What defines the work.

Over the course of my career I've had the opportunity to:

  • 01Lead global event portfolios across North America, EMEA, APAC, and LATAM
  • 02Build flagship conferences and executive forums from the ground up
  • 03Develop field marketing strategies that support business growth
  • 04Manage multimillion-dollar event budgets
  • 05Select destinations and venues around the world
  • 06Build and mentor high-performing teams
  • 07Evaluate event technology and AI solutions
  • 08Partner with executive leadership to align experiences with business strategy

What defines my work today is helping others navigate those same challenges with greater clarity, confidence, and purpose.

What I Believe

A short manifesto.

Six principles that guide every engagement, keynote, and collaboration.

  1. 01

    Experiences are one of the most powerful tools an organization has.

  2. 02

    Event leaders deserve a seat at the executive table.

  3. 03

    Leadership matters more than logistics.

  4. 04

    AI should help people create more meaningful work-not replace the human connection that makes experiences unforgettable.

  5. 05

    Travel makes us better leaders because it challenges us to see the world through different perspectives.

  6. 06

    Extraordinary experiences begin with extraordinary leadership.

Sara traveling in Ireland

Outside of Work

Solo Travel Woman.

When I'm not advising organizations or speaking at conferences, you'll usually find me planning my next adventure.

Through my platform, Solo Travel Woman, I encourage others to travel with confidence and curiosity.

Travel and leadership have always been connected. Both require curiosity. Both require courage.

Follow my solo travels at Solo Travel Woman →

In Their Words

What colleagues, clients, and teams have said.

A selection of recommendations from leaders, direct reports, and cross-functional partners across nearly two decades of work.

Sara's strategic mindset and ability to thrive in fast-paced environments are truly remarkable. She has created a collaborative work culture by building strong relationships with internal stakeholders and cross-functional teams. Despite managing a large portfolio of global events, Sara makes time to prioritize the success of each team member, actively fostering professional growth. I cannot recommend her highly enough - any team or organization would be fortunate to have her invaluable guidance and leadership.
Caty Sarle
Sr. Global Event Marketing Manager
Reported to Sara directly
Sara has a remarkable ability to orchestrate complex, large-scale events with flawless execution and purpose. Her strategic mindset allows her to align event goals with broader business objectives, driving both engagement and measurable results. Beyond her events and marketing skills, Sara's leadership style is inspiring. She fosters a positive, collaborative environment and ensures that every team member feels supported and empowered.
Kate Bellaver
Director of Digital Events, RingCentral
Reported to Sara directly
Sara is an accomplished and outstanding event and marketing professional. She is highly strategic and organized, and somehow remains level-headed in the midst of crushing timelines and the inevitable chaos of events. Perhaps her most important quality is her impeccable character. I fully endorse and recommend Sara as a leader, marketer, and person.
Bryan Allen
VP of Integrated Marketing, Head of Product Marketing
Senior colleague
Sara's rare combination of strategic leadership, exceptional drive, and business intuition elevates herself and her team to deliver impressive outcomes, especially when facing considerable obstacles that most would see as insurmountable. Most impressively, at every step she demonstrates sincere care for each individual's well-being and professional development.
Richard Steinau
Senior Vice President
Partnered with Sara as a client
I had the pleasure of working with Sara for over two years where I saw first hand her skill at crafting high impact field marketing and strategic events - driving leads and pipeline acceleration to deliver acquisition, upsell, and customer retention. Sara has a strategic mindset and a passion for delivering excellence and driving growth.
Steve Rafferty
Head of APAC & EMEA, Zoom
Senior colleague
Sara is one of the most organized strategic event leads I've ever worked with. Her knack for marquee event planning and team management is flawless. Everything is documented, she's two steps ahead on every ask. She really knows how to keep everyone focused on the event objectives, whether it's executive stakeholders or the field team. I learned so much from her approach and style.
Ashima Bhatt
AI Product Marketing, Ardoq
Cross-functional partner
I had the pleasure of working with Sara during my time at RingCentral, where she demonstrated exceptional leadership as a supportive and knowledgeable manager in event marketing. Sara fostered an environment of both professional growth and personal development, always encouraging us to excel in all areas. She led our team with confidence, clarity, and a strategic vision, empowering us to take ownership of our projects and strive for success. Under her guidance, our team not only achieved our goals but also thrived, thanks to her ability to mentor, inspire, and cultivate talent. I would highly recommend Sara to any organization looking for a strong, inspiring leader who drives both individual and team success.
Catherine Kong
Sr. Event Manager at Cyera
Reported to Sara directly
Sara is an exceptional leader. What stood out most when I worked with her was her proactive approach to everything. She didn't just manage day-to-day work, she anticipated what the team needed and built the processes to support it. She was incredibly attentive to both our internal needs and stakeholder expectations, creating structures that let the team focus and thrive. She's that rare kind of professional that can be super strategic and executive thinking, but she can also be super operational and do the heavy lifting with the team. Beyond that, Sara invested in individual growth. She identified areas where I needed to develop and gave me real support in getting better at them. Sara's the kind of leader who raises the bar for everyone around her through example and genuine care for her team's development and business growth.
Paula Machado
Global Marketing Lead | LATPAC at Deel
Reported to Sara directly
Sara is one of the hardest-working individuals I know - there isn't a task or project she can't figure out and own end-to-end, ensuring it's done to the best of her ability. I've always been impressed by her tenacity and drive to continuously perfect her craft. A true powerhouse to work with.
Jeramie Heflin
Director of Partner Marketing at Deel
Worked with Sara on the same team

Let's Build Something Extraordinary

The best experiences don't just happen.

They are intentionally designed by leaders who care enough to make them extraordinary.

Whether you're looking for an executive advisor, planning your next flagship event, navigating a leadership transition, or reimagining how your organization approaches experiences, I'd love to be part of the journey.

Book a discovery call →