Sarah Thelwall is a strategist and consultant in the Creative Industries and founder of MyCake.org, an online financial management and benchmarking business tool.

Sarah works with creative entrepreneurs to apply their creativity to building and operating a business, providing understanding of how to use business tools for growth and success. This often means helping entrepreneurs grasp how finances shape their business and demonstrating how benchmarking themselves within their industry can help them make informed decisions and run their business, rather than their business run them!

Sarah has over a decade’s experience in the Creative Industries working both with small creative firms and political and sector development bodies such as NESTA, DCMS and NCGE. 

She is a member of the Chartered Institute of Marketing, holds an MBA from Imperial College Business School and a BSc in Biology from Durham University. For relaxation she races yachts.