Sarah Barnes
Summary
Dynamic People & Culture Leader with 35 years of experience in transforming organizational culture within Media, Digital, Publishing, and Education sectors. Expertise in developing high-performing, inclusive workplaces through strategic leadership and cultural transformation initiatives. Proven track record in enhancing engagement and performance by partnering with C-suite leaders and implementing effective leadership development and DE&I strategies.
Overview
19
19
years of professional experience
1
1
Certification
Work history
VP, People & Culture Development
Bauer Media Group
London/Hamburg
09.2022 - 06.2025
- Developed and executed global People & Culture strategy in collaboration with Presidents and HR Leaders.
Led team of Heads of OD, L&D, Transformation and Culture to enhance engagement and capability.
Drove cultural alignment across organisation to support strategic objectives. - Established and integrated Group-wide values through global workshops and leadership initiatives.
- Formulated and executed global talent and succession strategy, appointing internal CEOs and senior leaders across markets.
- Collaborated with De Montfort University to initiate MSc Leadership (Level 7 Apprenticeship) for mid-level leaders.
- Directed Bauer Academy, providing international L&D services and external training to BBC, Channel 4, ITV and Seven Stars.
- Directed transformation programmes across Finance and Operations associated with S4Hana implementation.
- Developed Career Framework and Job Architecture to integrate seamlessly with SAP SuccessFactors
- Spearheaded DE&I and EVP integration within ESG priorities, establishing measurable accountability across senior team
People & Culture Director
Bauer Media Audio
London, Dublin and Nordics
09.2020 - 09.2022
- Partnered with Audio President and international CEOs to achieve strategic people and culture outcomes during growth.
Led a team of nine HR Directors across multiple regions to ensure effective integration. - Oversaw cultural integration across various acquisitions, preserving key talent and enhancing engagement.
- Facilitated senior leadership in achieving market leadership within European commercial radio, reaching over 60 million listeners.
- Enhanced engagement via targeted communication, attaining 97% employee recommendation as an excellent workplace
- Executed Future of Work strategy following COVID, integrating hybrid working practices.
- Defined leadership KPIs in alignment with strategic values and growth objectives.
- Established transparent international career frameworks and facilitated cross-market collaboration programmes.
UK People & Culture Director
Bauer Media Audio & Publishing
London, Peterborough
01.2009 - 09.2020
- Collaborated with CEOs and Executive Leadership Team to develop and implement UK People Plan, benefiting multiple business areas and over 3,000 employees.
- Directed team of 15 HR Business Partners and HR Operations professionals
- Implemented 'Belonging at Bauer', organisation's DE&I strategy, ensuring leaders accountable through KPIs.
- Advocated for mental health and wellbeing, initiating THRIVE with 60 trained Mental Health First Aiders.
- Established remote learning framework during COVID to enhance engagement and connectivity
- Fostered learning culture through management of Bauer Academy’s 40-member team.
Head of HR & Development
Frontline Services Ltd
Peterborough
07.2007 - 01.2009
- Implemented innovative recruitment strategies, attracting top industry talent.
- Nurtured a positive workplace culture with effective communication strategies.
- Established metrics-driven performance management system, driving business growth.
- Steered change management initiatives during organisational restructuring.
Head of People & Change
EMAP
Peterborough, London
06.2006 - 07.2007
- Carried out day-to-day duties accurately and efficiently.
- Quickly learned and applied new skills to daily tasks, improving efficiency and productivity.
- Successfully delivered on tasks within tight deadlines.
- Demonstrated respect, friendliness and willingness to help wherever needed.
Education
MA - Strategic Human Resource Management
Salford University
Manchester 05.2015 -
FCIPD, Fellow - Strategic Human Resources
Chartered Institute of Personnel and Development
London 06.2019 -
Skills
- Executive coaching
- Talent assessment and succession
- Employer branding
- Leadership development
- Diversity and Inclusion
- Employee engagement
- Mergers and acquisitions knowledge
- Cultural awareness
Values & Interests
- Values: Curiosity, Empathy, Fairness, Courage, Authenticity
- Interests: Coaching and mentoring others to grow in confidence; exploring new ideas through documentaries and podcasts; jazz singing inspired by Ella Fitzgerald and Nina Simone; connecting with people, collaboration and learning continuously.
Accomplishments
- Led a global culture transformation for 10,000 employees across Bauer Media Group, embedding shared values and leadership behaviours across multiple territories.
- Improved engagement to 97% of employees recommending Bauer as a great place to work, achieving market-leading results in the Audio division.
- Designed and delivered MSc Leadership Level 7 Apprenticeship with De Montfort University, developing 60 future leaders and strengthening the senior leadership pipeline.
- Appointed three new CEOs through strategic succession planning and talent evaluation.
- Implemented Bauer’s EVP and DE&I strategies aligned to ESG priorities, embedding shared accountability across global leadership.
- Partnered with global executives to design career frameworks and talent development systems, integrating with SAP SuccessFactors architecture.
Certification
BPS Level 1&2 Psychometric Accredication
Business & Personal Coaching - Barefoot & ILM - March 2020
Mental Health First Aider - 2019
Facilitating & Activating Systemic Transformation Whole System Change - May 2021.
Roche Martin Emotional Intelligence Accredication - ECR/ECR360 - June 2025
Prevent Safeguarding Certificate & DBS Enhanced Certificate - June 2025
Prophet Accreditation Jan 2026
Timeline
VP, People & Culture Development
Bauer Media Group
09.2022 - 06.2025
People & Culture Director
Bauer Media Audio
09.2020 - 09.2022
FCIPD, Fellow - Strategic Human Resources
Chartered Institute of Personnel and Development
06.2019 -
MA - Strategic Human Resource Management
Salford University
05.2015 -
UK People & Culture Director
Bauer Media Audio & Publishing
01.2009 - 09.2020
Head of HR & Development
Frontline Services Ltd
07.2007 - 01.2009
Head of People & Change
EMAP
06.2006 - 07.2007