Sara Ali is an award-winning marketing and brand leader with more than 21 years’ experience driving growth, transformation and customer-centric strategies across the travel, tourism and beauty sectors. As a senior leader at TUI, she has led some of the company's most significant brand initiatives, including the development of a new global brand strategy, purpose and identity, as well as the flagship Thomson to TUI rebrand and the relaunch of TUI Blue.
Known for combining strategic thinking with practical delivery, she specialises in building high-performing teams, embedding new ways of working and creating brands that deliver commercial impact. Her expertise spans brand strategy, customer experience, go-to-market planning and organisational change, with a track record of turning ambitious ideas into sustainable business results.