Sarah Goward
Research Manager
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Sarah rejoined Sports Marketing Surveys in January 2022 as Research Manager. She works across the company’s portfolio of research as well as identifying new business opportunities within the world of golf.


Sarah will be familiar to SMS’ clients and partners from her previous 5 year stint at the company. During that time, Sarah worked on some of SMS’ key accounts, including pillars of the world of sport like The Wimbledon Championships, The R&A and other major federations, manufacturers, and retailers.


She now returns with additional experience of media sales at Golf Monthly and as an Insight Manager at MKTG UK, focusing on the evaluation of sponsorships in sport.


Outside the office, Sarah can be found on the golf course at West Sussex, braving the beaches of the South Coast and looking after her Labrador, Winnie.

Sarah scored her second hole in one in January 2022

“We always pride ourselves that SMS is a family, and part of the proof of that is that talented people like Sarah want to come back after experiencing different opportunities and learning new skills. Sarah is a diligent researcher who we know will deliver clear, relevant, and actionable insights to our clients and we are delighted to welcome her back to the team.”
John Bushell, Managing Director, SMS