Sarah Mayhead

Sarah Mayhead is the Digital Commerce Director at Edrington, a company known for its premium spirit brands, including The Macallan, Famous Grouse, and Courvoisier. In her role, she has been instrumental in leading the e-commerce initiatives of the company, focusing on enhancing digital strategies and direct-to-consumer engagement.

Her career includes significant experience in digital commerce and analytics, having previously held positions such as Global Analytics & Insights Director at Diageo. She has demonstrated expertise in developing comprehensive digital platforms and strategies aimed at increasing online traffic and conversion rates for Edrington's brands.1

In May 2022, she commented on Edrington's partnership with Wunderman Thompson, highlighting their inspiring approach to digital marketing and strategy, which aligns with Edrington's goals for its digital commerce efforts.12