Speakers

Sarra founded SmartPA to solve a problem that holds too many businesses back: administration that eats up time, budgets, and potential. Under her leadership, SmartPA has grown into an international community of professionals, delivering exceptional administrative support to organisations across the globe.

Sarra continues to shape SmartPA's strategy and culture, combining process optimisation, simplification, and cutting-edge technology, including Generative AI, to help clients scale faster and focus on top-line growth. Her mission is simple: unlock potential, remove administrative burden, and deliver measurable, data-led impact.

She's equally passionate about building a business that creates positive change - from empowering women and young people globally, to driving inclusion, representation, and opportunity. For Sarra, success sits at the intersection of purpose, people, and performance, and SmartPA is proof that strong CSR values and commercial success go hand in hand.