International Women’s Day is coming up soon. Since a single day of recognition hardly seems enough for all that the women in our lives do, we are spending the next week spotlighting voices from across the industry who have been kind enough to share a bit about their journeys, experiences, insights, and the lessons that have shaped them.
This time we hear from Sarah Bailey, Senior Creative Director at INVNT Innovation.
Sarah helped launch INVNT.ATOM (now INVNT Innovation), the innovation consultancy of INVNT, in April 2022. The consultancy has advised brands including Lamborghini, Emirates, Lotus and SM Entertainment on web3 initiatives spanning NFT program development, metaverse applications, and immersive digital experiences.
Previously, Sarah led the creative team for INVNT’s Asia-Pacific expansion, building a team in Singapore. Her career includes roles at Freeman and Publicis Groupe in Singapore, and earlier work as a Development Manager for luxury residential and hotel developments in Brisbane, Australia.
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
This theme is a powerful call to action. For ALL Women and Girls means ensuring that no voice is unheard, no ambition is dismissed, and no opportunity is out of reach.
Rights remind us that equality isn’t just an aspiration—it’s a necessity.
Equality is about dismantling the barriers that limit potential.
Empowerment is about ensuring every woman and girl has the tools, confidence, and space to step into her power, whether in boardrooms, creative spaces, or industries traditionally dominated by men.
For me personally, it means using my platform to elevate others—mentoring talent, creating opportunities for diverse voices, and fostering a culture where women don’t just have a seat at the table but are leading the conversation. It also means raising my children—especially my daughter—with the belief that she can take up space, make noise, and rewrite the rules.
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
My career began in luxury residential and hotel development in Australia, where I led award-winning projects and diverse teams. During this time, I honed my skills in creative strategy, marketing, sales, and stakeholder management while navigating a traditionally male-dominated industry.
Relocating to Singapore in 2014, I encountered a career crossroads—the real estate and construction industries weren’t as accessible for women at senior levels in Asia. But instead of seeing it as a setback, I saw an opportunity. I pivoted to client strategy in brand experience, where I found my true passion: shaping stories and creating experiences that inspire, engage, and connect.
That defining moment—leaving behind one industry to thrive in another—taught me a lesson I carry today: reinvention is power.
That defining moment—leaving behind one industry to thrive in another—taught me a lesson I carry today: reinvention is power.
Is there a person or persons who inspired you professionally on your career journey?
Kristina McCoobery, our CEO, and Laura Roberts, Managing Director of INVNT APAC—two fearless leaders who have shown me what’s possible when women lead with vision, courage, and conviction.
Sharon Lewis, my work wife— a powerhouse who leads with clarity and confidence. She knows how to cut through the noise, make the big calls, and steer projects to success without sweating the small stuff. She’s authentic, sharp, and someone I can always have a laugh with. In an industry that can be intense, having someone like Sharon—who keeps it real, keeps it fun, and keeps things moving—is invaluable.
My team—in Singapore and Australia, they’re rockstars. I’m constantly inspired by their creativity, talent, drive, and the way they bring bold ideas to life.
And most unexpectedly—my three kids. They walk through the world without limits, without hesitation, and with an unapologetic belief in themselves. I believe that’s the kind of confidence we all should aspire to every day. They remind me why empowerment starts young.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
Believing in yourself is the first step to success. If you don’t, no one else will.
Confidence isn’t just about knowing you can do the job—it’s about knowing you deserve to be in the room, at the table, and leading the conversation.
Confidence isn’t just about knowing you can do the job—it’s about knowing you deserve to be in the room, at the table, and leading the conversation. The most successful people I’ve met aren’t necessarily the most talented; they’re the ones who back themselves, take risks, and don’t wait for permission.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
The right mentor changes everything. And when you find one, especially a woman, it’s a game-changer.
I have been lucky to have strong female leaders who took a chance on me and pushed me beyond what I thought I was capable of. Now, I pay it forward—mentoring women and emerging talent, sharing what I’ve learned, and helping them navigate challenges that I had to figure out the hard way.
The right mentor changes everything. And when you find one, especially a woman, it’s a game-changer.”
The most meaningful takeaway? Mentorship isn’t just about advice—it’s about advocacy. It’s about pulling others up with you, making introductions, opening doors, and ensuring that when you climb, you don’t do it alone.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
DEI isn’t a buzzword. It’s an ongoing commitment. Organizations need to move beyond performative statements and embed DEI into culture, hiring practices, leadership, and decision-making.
What works:
- Representation at the top. Women and diverse voices need to be in leadership, not just in junior roles.
- Equity over equality. It’s not just about offering a seat at the table but ensuring everyone has the tools, access, and support to contribute meaningfully.
- Flexibility as a priority. Balancing career and caregiving responsibilities is a reality for many, and creating policies that support flexible work benefits everyone—leading to a more engaged, productive, and inclusive workplace.
- Mentorship & sponsorship. If you’re in a leadership position, advocate for someone who isn’t in the room yet.
The best strategy? Don’t just talk about DEI. Embed it in everything you do.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
Under Armour U1st. This wasn’t just a campaign; it was a movement. We launched a month-long initiative championing women in sport and life, bringing together women across Southeast Asia to put themselves first.
Too often, women juggle everything—career, family, responsibilities—and put themselves last. This campaign was about changing that mindset, shifting priorities, and creating space for women to invest in themselves.
The impact? Real conversations, real change, and a real community of women supporting each other. That’s the power of brand storytelling done right.
Quick Hits
A trend you are excited about:
INNOVATION.
Emergent technology is reshaping how brands tell stories, how audiences engage, and how we create immersive experiences. At INVNT, we’re building everything from AI-powered interactions and immersive video to spatial computing and digital twins.
Why does this excite me? Because we’re not just responding to trends—we’re shaping them.
Favorite creative campaign that has most inspired you:
Nike’s “So Win.” This campaign isn’t just about sport—it puts a spotlight on women stepping into their power.
It inspired me to get out and go for a run today—and that’s what great brand storytelling should do.
A quote that guides you:
“F* Average. Be Legendary.”**
Because mediocrity is a choice. And so is greatness.
