We’re introducing some of the Forest and Wood Products (FWPA) team to provide a glimpse behind the scenes and let members get to know the people working on their behalf to strengthen and promote our industry.
Since joining in November 2021, Sarah has been part of FWPA’s recent transformation. As Head of Marketing and Communications, she’s helped guide the organisation through a period of change, building a clearer identity for FWPA and its many initiatives—and strengthening its connection to the industry it serves.
“We’ve bolstered the marketing and communications function to promote the great work being done in our industry,” she says.
With more than 13 years’ experience in marketing and communications roles, most recently in the residential and civil construction industry, Sarah was initially hired to lead marketing for WoodSolutions, bringing direct relevance to her background in the design and build space. In 2023, she stepped into the broader Head of Marketing and Communications role, where she now oversees FWPA’s full marketing function and brand portfolio.
One of her key priorities? Elevating the FWPA brand itself.
“We’ve worked hard to develop FWPA’s identity and to promote why we’re here, what we do, and the impact we have,” she says.
“There is a general awareness of the initiatives under WoodSolutions, ForestLearning and The Ultimate Renewable™, but there’s still a lack of connection back to FWPA.”
It’s a multifaceted role with a strong focus on collaboration. “Most of my time is spent in stakeholder meetings,” she says.
“It’s very important in our position to understand the industry’s needs, what challenges they’re facing and how we can help. This is a passionate industry – people care deeply and want progress. Part of our role is to help join the dots. Having that industry intel and those direct lines of communication is critical to how we work.”
One highlight of her time at FWPA so far has been the The Ultimate Renewable™ consumer campaign.
“I’d never produced on a broadcast TV ad before,” she laughs. “Working with an experienced, professional film crew, meeting our ambassador, Adam Dovile, and working with the writers was a great experience. And to see it still delivering impact is really rewarding.”
Sarah’s time in the role has also deepened her understanding of forestry and timber and challenged a few common assumptions.
“We all have a general awareness that as trees grow, they absorb carbon. But I didn’t realise that wood continues to store carbon even after it’s harvested. Half the dry weight of a tree is carbon that’s been locked away and it stays stored long after it’s been turned into a table, for example,” she says.
“I also was not aware that carbon absorption slows down as trees mature, so responsible harvesting and replanting or regrowing trees is vital.”
She was also pleased to understand more about the regulation and responsible practices of a commonly misunderstood industry.
“Australia has incredibly high standards in forest management, and I found it reassuring to learn more about the regulations and the PEFC and FSC certification process,” she says.
Outside of work, Sarah is carving out time for new pursuits, including weightlifting.
“You wouldn’t know it to look at me but I’m trying to build my muscle and bone strength,” she says.
When she’s not lifting or liaising with stakeholders, Sarah can often be found travelling – particularly to Spain, where her partner’s family lives.
“The Balearic Islands are just stunning—Majorca, Ibiza. I had a preconceived idea about Ibiza being a big party island but was surprised how breathtakingly beautiful and relaxed it is. Crystal-clear water, incredible beaches and food… it’s like nowhere else I’ve been.”
And if you’re looking for a show to binge, take her word for it: The Marvellous Mrs. Maisel is worth your time.
“I’m a total TV junkie, but it’s the only series I’ve ever watched twice. It just makes me really happy.”
