Hi, I’m Sahar.

Growing up, my report cards almost always said the same thing: “Sahar is chatty and asks a lot of questions. No matter where she sits in the classroom, she ends up talking to everyone.”

That curiosity never went away. It evolved into a deep interest in how people think, how they make decisions, and what builds trust over time. Storytelling became the throughline, not just creatively, but as a way to help brands connect with people in ways that feel human and credible.

I took that curiosity to The University of Texas at Austin, where I studied Public Relations and Advertising, and into a career that blends creativity, consumer psychology, and data-driven strategy.

I started my career at IBM in digital sales, where I gained a front-row seat to how customers evaluate value and credibility. At Twitter, I went deeper, using data insights, market research, and social listening to understand audience behavior at scale. From there, I expanded into social media and brand strategy roles at Razorfish and JPMorgan Chase, helping brands balance storytelling with performance and accountability.

Today, I work at Groundfloor, where I’m building the company’s social and community strategy from the ground up. My focus is on increasing trust, strengthening brand awareness, and creating thoughtful, data-informed content that helps people understand and engage with the brand over the long term.

But don’t worry—I'm not all work. When I’m not knee-deep in brand strategy, you’ll probably find me at a Pilates class, designing graphics for my side hustle (@_SW.Designs on Instagram), or tweeting passionately about the San Antonio Spurs.

Want to chat? Contact me via email or connect with me on Linkedin. I’m always up for a great conversation—some things never change. 😊