Sara Ghaffari

Board Director

As board director at PLMR, Sara Ghaffari – who rose from a junior consultant to her current position in less than 10 years – has demonstrated significant strategic acumen. Recent achievements include helping digital marketplace Gumtree become a trusted government stakeholder on online harms issues, securing widespread media coverage for the Mary Seacole Memorial Statue Appeal – resulting in the unveiling of the UK’s first statue of a named black woman – and founding PLMR’s first diversity, equity and inclusion (DEI) working group.

Under her leadership, the practice has seen substantial growth. Ghaffari was the youngest non-founder to chair the Global Communications Alliance (a worldwide network of independent agencies), during which she delivered an insightful global conference. Meanwhile, PLMR’s PR and Corporate Communications practice increased from a team of three in 2019 to a department of 35 in 2024, servicing a dynamic and increasingly international client base. And in the 2023-2024 fiscal year, revenue records within the practice were broken four times, with an impressive 25 per cent increase in total PR revenue.

The judges agreed that Ghaffari is a standout leader whose energy and commitment set her apart. Her impact on both profitability for the agency and its workplace inclusivity were particularly noted, as was her ability to navigate complex topics and her influence on broader policy and thought leadership.

Judges comment: “Sara is clearly having impact at every level – through her work, her commitment to DEI and to her clients.”