Sarah Bailey, 35, is the senior creative director at brand storytelling company [INVNT GROUP]. She’s based in Singapore.
My career journey:
I started my career in Australia as a development manager for leading luxury residential and hotel developments across Brisbane. This role accelerated my professional development through a fast-paced project delivery environment. I was the main focal point for award-winning projects, leading a cross-functional internal team and engaging third-party consultants to drive the project toward successful completion.
My husband and I then moved to Singapore in 2014. It was almost impossible for me to continue my career in the property and construction industry, so I transitioned and took my first stepping stone into Asia, which landed me at Publicis Groupe in client strategy, for the experiential arm of the business. I was responsible for championing and owning the growth marketing strategies and generating new business for the company in Southeast Asia.
I then moved to Freeman, the world's largest global event agency. In my role at Freeman, I was a senior creative strategist. I worked closely with clients on discovering critical insights, creative ideation, and storytelling, successfully crafting award-winning, buzz-worthy event and marketing campaigns.
I am now the senior creative director at [INVNT GROUP], leading the mission to guide the world's challenger brands in navigating the next iteration of brand experience. I joined in 2020 as part of the expansion of [INVNT GROUP] into the Asia-Pacific region, building a team of creatives, strategists, and designers in Singapore.
In April 2022, I was part of the team to launch the [INVNT GROUP]’s Web3 and digital innovation division, INVNT.ATOM. Partnering with challenger brands across various industries, INVNT.ATOM has successfully advised brands such as Lamborghini, Lotus, and SM Entertainment (AESPA) on strategic Web3 initiatives across NFT program development, metaverse applications, and immersive digital experiences.
What my day-to-day looks like:
I wouldn't say there is any "normal" day-to-day. Every day is very different at [INVNT GROUP]. We are a global brand story agency with nine offices in six countries and 250-plus employees worldwide, so there is a lot of global collaboration involved. In my role, I get the opportunity to collaborate with many incredible people across the business and work with some of the biggest brands in the world, which are located anywhere from London to New York, Sydney, Dubai, and Singapore.
But an ideal day is….
6 a.m.: Wake up, sneak out the door (without the kids waking up), and clock in my 10,000 steps via a walk or run. I am a morning person, so this is when I do my best in creative thinking.
7-9 a.m.: Coffee, plus an hour or so of power to get my three kids fed, dressed, and out the door to school.
9 a.m.-5 p.m.: This is where the magic happens, like all-things brand storytelling, team meetings, client meetings, site inspections, and emails.
6-8 p.m.: Another hour or so of power to do dinner and take kids to bed.
8-10 p.m.: On a busy day, a little more magic and dinners with friends; otherwise, a quiet night in with Netflix.
10 p.m.: Bed! (It was my New Year’s resolution to get to bed at this time!)
Bailey told BizBash that she's inspired by "solving meaningful problems with people I admire and love to work with."Photo: Courtesy of Sarah Bailey
My greatest career accomplishment:
My greatest career achievement was working on INVNT.ATOM’s first project with Automobili Lamborghini—titled “Lamborghini Ultimate 1:1 NFT and the Last Avendator Coupé.” This was a campaign that saw the world’s first super sports car 1:1 NFT, an exclusive collaboration between NFT artist Krista Kim as well as music producer Steve Aoki.
Also super exciting was the Aespa x Blake Kathryn collaboration, which saw the world’s first-ever collaboration with a K-pop group and an NFT artist. Also, the Under Armour #U1st campaign, which built an ongoing community of female athletes while in lockdown, allowing them to stay focused and reminding them to always remember to put themselves first.
My leadership style:
My leadership style is 50% transformational (leaders inspire and motivate the team to achieve a shared vision) and 50% laissez-faire (the leader gives the team freedom to make decisions and solve problems independently).
The qualities I hope to instill in them: creativity and innovation. By giving the team autonomy, they are more likely to come up with unique and creative solutions to problems. In addition, leadership skills, increased motivation, commitment, dedication, and trust. When you are trusted and given the freedom to do things your own way, I believe it can increase motivation and engagement. I also provide support, guidance, and coaching to help the team grow and develop their skills.
I lead a team of six incredibly talented rockstar creatives, marketers, developers, designers, strategists, and thought leaders. They are the most brilliant team I have ever worked with. They are intelligent and highly motivated, and have a shared vision that aligns with our brand mission and ethos.
At [INVNT GROUP], Bailey was a part of launching the company's Web3 and digital innovation division, INVNT.ATOM, where she's worked with brands like Lamborghini, Lotus, and AESPA (pictured) on Web3 and NFT initiatives.Photo: Courtesy of Sarah Bailey
Avalanche (AVAX)—one of the most innovative, sustainable, and fastest blockchains in Web3—tasked [INVNT GROUP] to bring to life its very first brand experience in Asia for its AVAX community during Korea Blockchain Week and the Korea Formula-E Race.
The original idea was to create "Avalanche House," an inclusive event for 1,000 users, builders, and enthusiasts in Web3 to participate in co-working, panels, networking, live music, and more. The event was going to be held on the Floating Island in Seoul with various immersive worlds for attendees to experience. But it all went very differently than initially planned. Our team had to overcome severe adversity with the worst floods in Seoul in 80 years. The team pulled off the seemingly impossible—moving the entire event to a new location in less than 30 hours (minus 60% of the build, plus the AV system and SWAG we had left in the venue, which we couldn't access).
What inspires me:
Solving meaningful problems with people I admire and love to work with.
The advice I would give my younger self:
The only way to do great work is to love what you do.
My ideal day OOO:
A day at the beach. Need I say more… sun, surf, sand, and seafood.
BizBash's 2023 40 Under 40 list is sponsored by VDA, a Massachusetts-based experiential marketing and event design agency that specializes in custom live, hybrid, and virtual experiences designed to drive business growth through client collaboration and creative thinking.
