Safestay plc announced the appointment of Sarah Whiddett as Non-Executive Director, with immediate effect. Sarah Whiddett has over 17 years' experience in Insight, CX and Marketing. Currently, she is a Strategic Client Partner for Kantar Insights & Consulting, a leading global data, insight and consultancy agency.

She leads a global matrix team of 30 people on 3 of Kantar's largest global accounts worth over £17 million per annum. Sarah works across brand strategy, innovation, analytics, customer experience, creative and media, and was instrumental in leading the UK activation of a global marketing campaign at Kantar. She was previously Chair and Director of AURA, the UK's biggest client-side research networking and events organisation, and prior to that held numerous leadership positions at food and drinks wholesaler Bidfood.

Alongside these roles, Sarah has been involved in extensive public speaking and industry engagement, judging multiple Market Research Society (MRS) awards, and being selected for the Kantar Women in Leadership program.