Leaders Profile: Sarah Roberts, Boldyn Networks

In this exclusive Leaders Profile interview recorded at The Studio at Abbey Road, we sat down with Sarah Roberts, Group Chief Marketing Officer at Boldyn Networks. 

Equipped with more than two decades of experience in marketing and business roles, Sarah has been described by colleagues as the ‘epitome of the modern-day CMO’, having taken on roles ranging from Marketing Executive at Legal and General to Global Director of Marketing and Communication at BAI Communications.

As a leader known among the marketing community for her transformative approach to branding and her commitment to authenticity and transparency, Sarah shared insights into her career journey and the impactful changes she has spearheaded at Boldyn Networks. 

Leaders Profile Insights with Sarah Roberts

• The Boldyn Networks brand transformation
• A career built on change
• Leading with transparency

Watch the full Leaders Profile interview below:

The Boldyn Networks brand transformation

When asked about her proudest achievement, Sarah was quick to emphasise the collective efforts of her entire marketing team. “You don’t exist in marketing unless you have a really strong team,” she says. Over the past two years, Roberts and her team have led a significant brand transformation, uniting six distinct businesses under the single, dynamic Boldyn Networks brand.

Roberts highlighted the entrepreneurial culture they embedded into the new brand—by focusing on what made each business unique, they created a brand that resonated deeply with the organisation. “We've seen a real positive impact in terms of results in the market.” The organisation has since experienced increased market visibility in a competitive industry. “But the stat that gets me the most excited is… in one year of having our new brand, 91% of our people said they were proud of the Boldyn Networks brand.”

A career built on change

Roberts’ journey to the top of B2B marketing has been anything but linear. Starting her career in New Zealand with a background in psychology, she eventually found her calling in marketing. Over the years, Roberts’ career has taken her across industries and continents, from Australia to the UK, shaping her into the multifaceted marketing leader she is today. 

Her move to London more than 18 months ago marked one of the most pivotal decisions of her career— “it was a bit tough and scary,” she admitted, especially moving to a new country with her family. However, being on the ground in London allowed her to drive and enact significant changes at Boldyn Networks. “That's had a huge impact on me and my confidence. And I think it's also had a huge impact on Boldyn Networks and the change I've been able to lead across the business.”

Leading with transparency 

In an industry often dominated by factors such as metrics and performance, Roberts brings to light a new perspective on the softer aspects of senior marketing leadership. She believes that authenticity, transparency and kindness are crucial in not just building a successful brand but also sustaining a thriving team overall. 

“Something that's a little bit underplayed is kindness…. to how you treat your team, kindness to how you treat people in your business, kindness to your customers. It doesn't mean that you don't challenge things. It doesn't mean you do things differently.”

Watch the full Leaders Profile interview with Sarah Roberts.

About Leaders Profiles:

The Leaders Profiles series offers exclusive insights and strategies from the industry’s top executives. As the ultimate hub for leadership excellence, we connect and inspire today’s top C-suite professionals—CIOs, CISOs, CFOs, CDOs, CMOs and CXOs—through in-depth interviews, quick video segments and strategic deep dives. Our goal is to equip you with actionable insights and innovative strategies, directly from the minds shaping the future of business. Explore more on leadership trends and strategies at our Leaders Profiles hub.