Sarah Treliving is Chief Data, Digital and Technology Officer at Goodstuff Communications and has over 25 years’ experience in media planning and buying agencies of all shapes and sizes.
Who is your digital hero?
I have worked with some incredible co-conspirators who have taught me too much to mention however Martha Lane Fox has been a continual north star…
A north star admired from afar I should clarify.
What has she done to earn hero status in your eyes?
She was and remains an early pioneer—who has consistently pursued progress and purpose beyond herself, while overcoming profound personal challenges.
She balances visionary thinking with grounded pragmatism, at first driving recordbreaking commercial success and later channelling her influence toward societal good.
Her ways and work continue to serve as a masterclass in leadership, resilience, and innovation.
How has her heroism helped drive digital progress?
As the cofounder of Lastminute.com, one of the UK’s most iconic digital startups, she helped shape the early internet economy.
She went on to serve on the boards of major organisations, supporting business growth and digital transformation, before taking her craft to the House of Lords and championing a mission to build a more digitally capable UK.
What are the biggest challenges in digital that we need another hero to solve?
STEM education remains a challenge. These subjects still struggle to attract and engage the breadth of talent needed for the future. STEM roles are not only for technical thinkers—they are also for creatives, linguists, strategists, and storytellers.
Yet gender imbalance and limited neurodiversity persist both in the current workforce and in the pipeline of emerging talent.
Media and advertising industries also have a role to play: better understanding STEM skill sets and creating pathways that allow these individuals to thrive will be to the benefit of all.
What is your most heroic personal achievement so far in digital?
I’m not sure if its heroic, but in an industry often driven by hype and commercial noise, I have remained committed to applied innovation rather than chasing silver bullets or selling snake oil.
Developing digital concepts and strategies that genuinely work has, I hope, contributed—however modestly, to the success of the organisations I’ve partnered with, while giving the people involved opportunities to grow and excel.
A key part of this work is ensuring specialists are placed in roles that allow their talents to shine, and that diversity in all its forms is recognised, valued, and celebrated.
Technology is a global village, and its strength lies in the fact that we are not and should never aspire to be, all the same.
