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Sarah Gooding

Managing Director, South Africa

Managing Director, South Africa

As managing director of WE Communications in South Africa, Sarah Gooding is responsible for the agency’s internal operations, developing the agency’s brand-based communications, such as crisis and reputation management, and assisting brands with purpose-based storytelling.

With 18+ years in the industry, Gooding’s knowledge spans the tech and consumer sectors. Gooding began her communications career with London PR agency Firefly Communications in 2002 before returning to South Africa. There, Gooding worked at Text100 with the Microsoft South Africa team, managing enterprise and home entertainment PR. During Gooding’s three-year relationship with Microsoft, she was responsible for launching Xbox into the local market. She has worked with a variety of consumer brands within the EMEA region, including Coca-Cola, HP, LG, Discovery Channel, Proctor & Gamble, Dimension Data and Citrix. At WE, Gooding works closely with South Africa’s leading mobile operator, Vodacom, as well as Microsoft Middle East and Africa and Hitachi Vantara, to name a few. After scooping up five wins at the African Excellence Awards in 2018 and seven SABRE South Africa Awards in 2019, WE became the most awarded agency in South Africa. A top-three finalist for PR Professional of the Year at the African Excellence Awards, Gooding has also gone on to judge and present at the South African PRISM Awards. Gooding is part of WE’s Brands in Motion and WE’s Broad-Based Black Economic Empowerment (B-BBEE) journey in South Africa. This initiative helps improve the lives of the WE Foundation Trust beneficiaries, who are pupils St. Mary’s, a top private school for girls.

When Gooding isn’t being a “soccer mom” to her three children, she hits the road for some running relaxation. She completed her first Ironman 70.3 in 2019, and she’s ready for more. A lover of travel, Gooding enjoys embracing South Africa’s beauty and experiencing new cultures and cuisines abroad.