Sarah Brooks

Board Director Roles: CFO, Finance Director, Investor Relations
Board Director for: 7 years
Business Coaching experience: 12 years
Business Qualifications: Chartered Accountant

Coaching experience

I have mentored teams for over 15 years & coached for the last 2 years.  Individuals range from Business Leaders (CEOs, FDs, Sales Directors, Partnership Directors, HR Directors, Entrepreneurs) to team members & clients in the UK & across the world.

I have completed coaching training at Third Space, The Coaching Academy, & attended Unleash the Power Within workshops in London. I am a Virgin start-up mentor.

Business Expertise

I have been a Finance Director & CFO for the last 7 years, starting on the Board at AEG – The O2 & Wembley Arena (£100M+ Business), and moving to Longshot Kids Ltd, bringing KidZania to the UK, an inspiring educational entertainment facility for children in Westfield.

A brief summary of my experience is:

  • Scale-ups: Grown a company from 4 to over 400 employees, constructed a city the size of Leicester square, & raised the funding for the project over 3 years
  • Fund Raising: raised over £45M through Equity & a variety of Debt instruments & restructured a Balance Sheet
  • Managed Investor Relations with Institutional and HNWI investors
  • I have undertaken a CEO role whilst continuing to be a CFO to drive ensure success whilst the recruitment of this role took place
  • Implemented new systems & processes to cope with high growth
  • I have worked across various areas of a business, HR, Recruitment, Sales & Marketing, PR, Partnership, Building Services & Construction, Property Service Charges & Rents, Procurement, Technical, Ticketing & Event Management Delivery, so I have a wealth of experience in how entire functions of a business work given my hands-on experience
  • Built, managed and led a variety of excellent teams which have delivered a huge number of projects & activities across different industries.

I have worked with start-ups through to Blue chip companies and managed numerous internal and external stakeholders of these businesses.

I have a proven track record of fundraising, investor relations through to maximising profits. I drive teams to create innovative growth opportunities while managing costs and financial risks. I have demonstrated the ability to be a strategic thinker, an excellent networker & capital fundraiser. I am also a strong project manager with excellent organisation & communication skills.

Career history

Longshot Kids Ltd, AEG Europe (The O2), L’Oreal, Big Yellow Plc, Deloitte


I absolutely love travelling, I have travelled to over 100 countries/territories in the world, the adventures, challenges and immersive experience of travelling remote parts of the world is the best feeling, completely removing you from your comfort zone.

I like to keep fit & healthy, love live music, sports, events, being outdoors trekking, horse riding & exploring.

Philanthropic activity is important to me and I am always open to helping others in different ways.