Sarah Makar

About Sarah Makar

I build brands people love—and the measurement systems that prove their business impact. At Expedia and Zillow, I helped scale revenue from $200M to $2.7B+ and turned both into category-defining brands and household names. Today I advise other companies looking to do the same.As a brand and marketing leader, I’ve spent my career helping companies find their voice and cultural relevance, build awareness and consideration, and turn brand love into tangible business results. While I love the strategy and creativity of building a brand — I’m equally committed to the science and rigor of proving its impact on the bottom line.At Expedia and Zillow, that balance of art + science helped fuel revenue growth from $200M to $2.7B+, transforming both companies into category-defining brands and household names. In both cases, I led integrated marketing teams that paired bold ideas with strategic media choices and best-in-class measurement practices — driving 6–10x gains in awareness, triple-digit user growth, and achieving undisputed market leadership. Our work was recognized with EMMYs, EFFIEs and iconic SNL moments, but it’s the impact on consumer behavior and the business that lights me up the most.My leadership approach is one grounded in customer insight, cross-functional partnership, and a genuine love for solving complex business problems. I’m as passionate about clarifying a brand’s meaning and bringing it to life, as I am about building the measurement systems that hold us accountable and prove our impact. In the end, I view marketing as an integrated ecosystem – one that can be used to deliver both near- and long-term results; propelling both the brand and the business to new heights.Today, I advise companies across the marketing ecosystem — from brand strategy, GTM and integrated marketing, to measurement and data-driven growth. If you’re looking for a partner to help build a brand that matters and performs, let’s connect.

Experience

1. Founder & Principal Advisor

   Tinder

   Jun 2022 — Present

   I advise growth-stage companies looking to scale and drive widespread consumer adoption of new ways of doing things, typically enabled by technology. In practice, my work covers the spectrum from market opportunity assessment, to developing a deep understanding of the customer, to GTM strategy and in-market efforts aimed at driving customer acquisition, conversion and retention.Highlights- Advised a fintech unicorn on GTM, brand strategy & marketing, product marketing, customer acquisition, loyalty & retention, and development of various rewards programs- Advised a leading climate & sustainability institute on positioning, communication and impact storytelling- Advised a leading travel platform and marketplace on global repositioning and GTM, working with teams in North America, Europe & APAC- Advised a fintech pioneer on pre-launch product and marketing strategy, brand positioning, GTM and growth.

Education

• University of Pennsylvania

  Bachelor of Arts - BA