Sarah Gooding

Sarah Gooding is a seasoned corporate reputation and communications strategist with over two decades of experience across the EMEA region. Her career spans consultancies in the UK and South Africa, as well as on-site at Microsoft South Africa. Currently serving as Managing Director of We. Communications Africa, Sarah leads the Johannesburg-based team with a focus on strategic communications, crisis management, media training, and purpose-driven brand storytelling across the continent. A passionate thought leader in the PR industry, Sarah is a frequent speaker at global conferences including the Holmes Report In2Summit, Global ICCO Summit, and the Annual APRA Conference. She also lends her expertise as a judge for prestigious industry awards such as the PRWeek Global Awards, South African Sports Industry Awards, and the PRovoke Africa and EMEA SABRE Awards. Sarah is a founding board member of PRCA Africa and currently co-chairs its Sustainability Network, reflecting her commitment to advancing sustainable business practices in communications. She holds a degree in journalism, a postgraduate qualification in brand management, and recently completed the Business Sustainability Management program at the University of Cambridge's Institute for Sustainability Leadership (CISL).