Sarah Malin

Observer
DISC Type : ic

Chief Operating Officer at CityFibre

London, England, United Kingdom

Overview

Sarah Malin is the Chief Operating Officer at CityFibre, responsible for all group technology and service operations. With over 20 years in the telecom sector, she has held senior roles at Vodafone and Cable & Wireless, driving large-scale transformation and infrastructure projects. She is known for her direct, results-oriented leadership style.

Originally from a small farming village in Wales, Sarah is passionate about encouraging women to pursue careers in engineering and technology. She advocates for creating inclusive environments and changing perceptions about technical roles, hoping to inspire more women to join the industry and believe in their abilities.

Colleagues have referred to her as the "conscience" of the business for her straightforward feedback on performance, delivering the facts "warts and all. "

Personality Overview

Assertive

Value Driven

Example Seeker

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They are generally good communicators and can be hard to convince. They ask a lot of questions and rely heavily on information and collaterals.

Topics They Care About

Operational Excellence
As COO, she is focused on converting strategy into operational delivery, ensuring alignment across the business to smoothly scale CityFibre's fibre network and customer base.
Fibre Network Rollout
Her core responsibility involves leading the national deployment of CityFibre's full fibre infrastructure, a key part of the company's mission to bring competition to the UK market.
Women in Engineering
She is a vocal advocate for women in technical fields, drawing on her own non-traditional path to encourage women to enter engineering and technology.

Media Appearances

Building Britain's Digital Future: Sarah Malin at CityFibre. Featured in LightReading

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Case Study: Sarah Malin, CityFibre. Featured in YouTube

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The exec keeping CityFibre slick as it muscles in on Project Gigabit. Featured in TelcoTitans

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Work History

1-2026
Chief Operating Officer at CityFibre
7-2020 - 1-2026
Director of Group Operations and Programme Management Office at CityFibre
7-2019 - 7-2020
Director Program Management Office at CityFibre
5-2018 - 6-2019
Head Of Program Management at CityFibre
2013 - 3-2018
Programme Director at Vodafone

Education

Education details unavailable from Llandrindod Wells

More Information

Social Presence :

Prographics :

Exp : 23 Location : London, England, United Kingdom Job Level : Leadership Designation : Chief Operating Officer at CityFibre
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Insights For Selling To Sarah

During A Call Or A Meeting

DO's

  • Be prepared for a lot of questions, answer them objectively
  • Use phrases like ‘clear proof that’, ‘data shows’ etc.
  • Focus on immediate action-items rather than the larger goals

DONT's

  • Avoid making offhand commitments
  • Don’t brush off any concerns, take all questions seriously
  • Don’t rely excessively on your relationship with them to win the deal

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sarah is

  • Proven value, strong testimonials are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Sarah

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Sarah move?

  • They like to be detailed and take their time to arrive at decisions.
  • Can Sarah take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Sarah

Personality Compatibility


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