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You work with me not someone else

I've worked with some of the world's most innovative brands, creatives, mavericks and trailblazers.
If you're one of these, read on...

About sarah feeney

If you’re looking to break a new market —especially the US— or increase your fanbase to create more sincere customers for your brand or service, that’s what I do.


I enable start-ups to take charge, assist well-established brands reconnecting with themselves and guide growth and innovation.


But what I do best, is create and grow a loyal and sincere following for brands I’m passionate about.


My approach is first to identify the brand essence, its relevance and what makes it sincere. I then leverage these, its culture, stories and ideas to connect to audiences on a more emotional and creative level.


I formalise this strategy in brand books, playbooks and blueprints, and create tools to amplify that relevance to a broader audience.


This helps brands scale with intent and purpose and win new fans —the best advocates a brand can have. 


It’s a strategy that’s worked for some of the world's most iconic and influential brands.

More about those, later.


Creating fans in new markets is a specialism with a particular focus on the USA.


As a recognised innovator in nomadic living (yes, I spent 10 years living out of a suitcase with only 2 pairs of socks) I've access to 40 global audiences, an enviable professional footprint, network and capsule wardrobe.


My industry-recognised knowledge fused with hands-on experience delivers bespoke, results-driven work that has impact, longevity, and integrity whilst remaining accountable to both sales and the community.


I work across diverse sectors, including health and wellness and the alcohol beverage industry and am available as a freelance consultant on a long and short-term basis. 


Let's talk.

“Sarah turns brands into culture. Or is it the other way round?”

Louis Xavier Lewis-Smith


“A pioneer"

Terence Parris: Sports brands and diversity consultant PUMA


Current clients:

Sweet Gwendoline French Gin (US)

Workers Whiskey (US)

Flotsam & Jetsam (US)

Whitehair Co. (UK)

Photo: Wig Worland photography

Brand development
A solid foundation for growth

Brand Books and style guides

Tone of voice

Playbooks and tool kits 


Investor and partnership decks

Social media and digital 


An artful blend of digital science and wizardry

Content strategy
Content creation
Community management

Culture marketing
Connect on a creative and emotional level

Culture blueprints
Partnerships and sponsorships
Seeding and sampling

Need a writer and photographer? 

I am a published writer and photographer and I designed, built and optimised this website

I helped these brands speak to their audience

the puma logo at sarah feeney brand marketing

  • 5 years Global Head of Entertainment Marketing at PUMA 

  • Hand-picked by VICE Media to advise on its Old Blue Last beer 

  • An approach that's created fans in 75 global cities


  • Was the subject of a BBC documentary about brands and sub-culture 

Why you can trust me

I work with diverse premium brands, fusing insight and best practices for all sectors, with over 12 years of experience working with spirits and beer brands.


I offer cultural branding and marketing with accountability and remarkable 360º brand expertise made available to everyone—from initial ideas to global consumer reach.

Bespoke solutions 

I pledge all services and work will be specific to the needs of your business and brand ambitions. 
No cookie-cutter approach here.

You’ll work with me, not somebody else, anytime you need me.
We'll set goals and targets and I'll stick to them.

This work values sincere, loyal relationships and interactions that treat fans like friends, not customers. 

I’ve dedicated 25 years to building some of the world's most culturally relevant, famous and innovative brands in over 40 global markets. 
Holistic approach

We evaluate on a day-to-day basis and act with agility and flexibility in line with an ever-changing landscape.


How can I support your business?

This work is for you if:

  • The brand has a cult following but where's the growth? 

  • Teams don't understand the brand approach


  • You need industry-recognised tools and documents for third-party collaborations

  • Your structure grew organically and needs to make sense as an organisation

  • Fans struggle to navigate interactions, getting lost in silos  

  • There's a need for one unified voice; people in the organisation describe the brand differently 

  • You're a brand or marketing manager, brand founder, or entrepreneur, you're starting, getting going, refreshing or growing...

Client quote
terence parris testimonial for sarah feeney brand marketing consultant
Terence Parris. Sports Brands and Diversity Consultant: PUMA 

“People believe that the brand Sarah is working on is talking personally to them. I would highly recommend Sarah in roles that aim to bring brands to life.”

Work delivered: Culture Marketing for PUMA International.

What's new?


Industry:                  Positioning:                 

Speciality spirits / lifestyle


Brand development, tone of voice and a brand engagement strategy. 

Brand development and engagement for Sweet Gwendoline French Gin

A powerful, fun, and glamorously risqué lifestyle gin that pays homage to the whip-cracking artistry of John Willie


Work that resonates with, respects and champions the fetish community and aesthetic


One that aligns with core customers with authenticity via consciously curated brand partnerships

Image by Albert Sanchez

Tools and blueprints for key stakeholders and brand guardians

What's the process?

Sarah has had an illustrious career working on lifestyle and culture-based brands and was featured in the BBC documentary "Cool Hunters" on how brands express their culture for authenticity.


A remote live-work pioneer, she spent 10 years travelling the globe relentlessly to immerse herself in the local culture. 


She has a clear understanding of aesthetics, culture, lifestyle & influence and is a contributor and marketing consultant to the modernist magazine and society and a writer/photographer for counter-culture clothing brand T*S*P*T*R.


Sarah has a keen editorial eye that designed, built and provided the photography for this website.


She is a highly creative brand expert with a unique skill set in brand architecture, DNA, playbooks, culture marketing, brand books, growth and revenue development.

Addi Merrill 

Victorinox A.G.

A remote live-work pioneer with a base in London, a neighbourhood agency with global insight, a Northern Londoner.

Do get in touch if you're interested in finding out what I might be able to do for your brand.

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