Sara Brown has spent her first three years at Ferrara helping build its portfolio of snack brands. Now she’s eagerly starting her “dream position” on the leadership team at Little Brownie.
With a background in driving media strategies, Sara brings a deep digital expertise to councils’ Little Brownie experience. She was part of the social media team behind the “Eat, Care, Share” campaign last season that was launched nationwide in collaboration with Girl Scouts of the USA.
Sara says the team looked at how they could do something really disruptive and thumb-stopping — a concept that would get attention and stop people from scrolling past on their screens. The team came up with the Girl Scouts Cookie Care Challenge featuring a key visual of a green square. The campaign included both paid and organic social media, as well as PR and social outreach.
Driving success through strategy, collaboration and investment
For this Girl Scout Cookie Season, Sara has the same goals: to get the attention of cookie fans and inspire them to support girls. This includes Little Brownie making a substantial investment in paid media and PR. At the same time, Sara is working to help drive success for councils.
Already, Sara has advised councils on marketing strategies, and she recently hosted a webinar on how to effectively set up social media campaigns. Starting this season, she’ll host monthly webinars, which will soon be announced on Girl Scouts Ideal Cookie Sale.
As far as technology, both Sara and Ibrahim Chaudhry, Little Brownie’s new Director of Technology, are partnering with Girl Scouts of the USA to optimize systems to help cookie lovers more easily find Girl Scout Cookies®.
“Awareness is the number-one place where Little Brownie can support councils and add impact to their efforts,” says Sara. “We want people to know we have their link to their favorite Girl Scout Cookies.”
Passion for supporting girls
Sara’s passion for helping councils and girls succeed stems from her own connection to Girl Scouts.
Sara was a Girl Scout in Chicago, where she was born and raised. In college, she was a philanthropy chair in her sorority and worked with a local Girl Scout troop.
“I’m thankful for skills I gained in Girl Scouts that I tap into today as a leader in the workforce,” she says. “Supporting girls is a ribbon that runs through everything I have done. My North Star is mirroring this purpose within my work and life.
Sara adds that she’s happy she has the opportunity to be part of a leadership team that’s continuing a beloved and important tradition, while advancing it toward the future.