Sara Ann Straw · Executive Advisor
Extraordinary experiences don't happen by accident.
They happen when leaders make intentional decisions.
For nearly two decades, I've helped organizations create experiences that strengthen relationships, build communities, accelerate business, and leave lasting impressions—from global conferences and executive forums to field marketing programs and customer events.
Today, I help organizations and professionals make better decisions, build stronger event strategies, and lead with confidence through executive advisory, speaking, and the S.A.S. Framework.
Trusted experience
Why I Do This
Events are far more than moments on a calendar.
Done well, they build trust and strengthen relationships. They shape brands, create communities, influence decisions, and drive business.
Yet behind every successful event is a leader making hundreds of decisions—often with limited time, competing priorities, and increasing pressure to prove business value.
I've been that leader.
I've managed multimillion-dollar budgets, built flagship conferences, launched executive forums, led global event portfolios, selected destinations, hired agencies, navigated crises, and presented strategies to executive leadership.
Now I help others navigate those same decisions with greater clarity and confidence.
Individuals
For the leader stepping into what's next.
Whether you're stepping into a leadership role, transitioning into field marketing, planning your first flagship conference, or simply looking for an experienced sounding board, I'll help you make better decisions and accelerate your growth.
- —Career Strategy Sessions
- —Experience Marketing Intensive
- —Event Leadership Accelerator
- —Executive Mentorship
Organizations
For teams elevating how experience gets done.
I partner with organizations looking to elevate how they approach events, field marketing, executive experiences, and customer engagement. Whether you're evaluating your event portfolio, launching a flagship conference, restructuring your team, selecting a destination, or modernizing your event strategy, I provide practical executive guidance rooted in real-world experience.
Explore organizational advisory→Conferences & Leadership Teams
For stages that deserve substance.
Looking for a keynote speaker or executive workshop built on practical experience—not theory? I speak on leadership, event strategy, field marketing, AI, destination strategy, and the future of experience design.
View speaking topics→The Questions I Help Leaders Answer
Organizations don't hire me because they need help planning an event.
They hire me because they're making important decisions.
These aren't planning questions.
They're leadership questions.
- 01Should we launch our own conference?
- 02Should we continue sponsoring this event?
- 03Which destination best supports our goals?
- 04Is our event portfolio delivering business value?
- 05Should we build an internal team or outsource?
- 06Which agency is the right fit?
- 07How do we measure ROI?
- 08How do we prepare our event organization for AI?
- 09How do we create executive experiences people actually remember?
The S.A.S. Framework
Everything I do is built around one simple philosophy.
Strategy. Alignment. Scale.
Explore the S.A.S. Framework →- S
Strategy
Define the business objective before making tactical decisions. Know why you're creating the experience, who it's for, and how success will be measured.
- A
Alignment
Bring executives, marketing, sales, vendors, and stakeholders together around one shared vision. Great experiences begin with aligned teams.
- S
Scale
Build repeatable systems, smarter workflows, and stronger operating models that allow great experiences to happen again and again.
Beyond the Boardroom
Solo travel taught me what strategy could not.
One of the greatest influences on my leadership has come from traveling the world—often on my own.
Solo travel has taught me adaptability, curiosity, resilience, and the importance of intentional experiences.
People rarely remember every detail. They remember how you made them feel.
That perspective shapes everything I do—from designing executive experiences to selecting destinations and advising organizations on the moments that matter most.
Coming Soon — Book
The Experience Executive.
The profession has changed. It's time our leadership did too.
A leadership playbook for professionals ready to think strategically, lead with greater influence, and earn a seat at the executive table — built on the S.A.S. Framework™: Strategy. Alignment. Scale.
Pre-Order for $39.99 →Begin
Ready to build something extraordinary?
Whether you're growing your career, planning your next flagship conference, transforming your event organization, or simply looking for a trusted advisor who's been there before, I'd love to help.
Let's build something extraordinary—together.
