Sabina Ford

Visionary
DISC Type : Ds

Director of Innovation at Cancer Research UK (CRUK)

United Kingdom

Overview

Sabina Ford is a marketing and innovation director with extensive experience leading global campaigns for iconic brands like Dyson and Microsoft. Described as passionate, resilient, and tenacious, she specializes in using customer insight to build product strategy and drive growth. She is an alumna of the University of the West of England and CIM.

Sabina channels her professional expertise into her current role at Cancer Research UK, where she is building an innovation team to create new fundraising products and services. She is passionate about making an impact and is actively involved in events like the Stand Up to Cancer staff fundraising week.

She was instrumental in creating and launching the entire Personal Care brand and category for Dyson globally.

Personality Overview

Risk Tolerant

Goal-Oriented

Big Vision Person

They might take some time to make their mind up but once they do, they don't change it easily.  They exhibit a rare combination of being result-oriented but patient at the same time. They are very professional in their approach and can weigh multiple perspectives together.

Topics They Care About

Customer-Centric Innovation
Her career at Dyson, Microsoft, and now CRUK is defined by using customer insights to develop innovative products, from headphones to new fundraising services.
Brand Building
She has deep experience creating and nurturing brands, having led the creation of Dyson's Personal Care category and directed marketing for Microsoft and Chilly's.
Purpose-Driven Work
Her current role at Cancer Research UK and her enthusiastic posts about fundraising show a clear commitment to applying her skills toward making a social impact.

Media Appearances

Sabina has no verified media appearances

Work History

2-2025
Director of Innovation at Cancer Research UK (CRUK)
9-2022 - 9-2024
Marketing Director at Chilly's
7-2020 - 6-2022
Consumer Marketing Director UK&I at Microsoft
1-2017 - 6-2020
Head of Product Strategy & Product Marketing at Dyson
9-2013 - 12-2016
Global Head of Marketing - Haircare & New Categories at Dyson

Education

1998 - 2002
BA (hons) from University of the West of England
2003 - 2004
Postgrad diploma from CIM | The Chartered Institute of Marketing

More Information

Social Presence :

Prographics :

Exp : 22 Location : United Kingdom Job Level : Mid-senior Designation : Director of Innovation at Cancer Research UK (CRUK)
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Insights For Selling To Sabina

During A Call Or A Meeting

DO's

  • Stick to your standard pitch and qualifying script, don't try to wing it
  • Come across as a trustworthy professional and be respectful, they usually know their game
  • Use phrases like 'your team deserves', 'best in class' etc.

DONT's

  • Don't take their patience for granted, avoid long-winding sermons
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't go over them unless you are left with no other option

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sabina is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Sabina

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Sabina move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Sabina take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Sabina

Personality Compatibility


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