IWD 2025 - Sabine Haas (Executive MBA 2014)

Can you give us a brief overview of your career journey to date?

My career began in advertising, where I worked with global agencies such as Publicis, Grey Worldwide, and Ogilvy. During my time as a working student at IBM, I discovered the B2B world, which led to a career spanning over 17 years in global marketing, eCommerce, and digital strategy.

At DigiKey, RS Components, and TE Connectivity, I have focused on data-driven marketing strategies to connect with engineers and technical buyers. Throughout my career, I have seen how powerful data insights are in shaping market strategies, audience engagement, and digital transformation. Not assuming you already have the answer leads to deeper analysis, better decision-making, and more innovative solutions.

What learnings from your Executive MBA have you brought to your job?

1. I wouldn’t limit my learnings to my job but also to other aspects of life - the strong belief that I can achieve anything when I truly put my mind to it. Completing an Executive MBA while working full-time was challenging, but I successfully managed it while having a great time. So, what should hold me back from other challenges?
2.  At Imperial, you truly feel that your opinion is valid and matters. Even if it differs from others, it is considered a valuable perspective. This is something I actively encourage in teams. We don’t need to agree on everything - groupthink often proves ineffective. I highly value and welcome differing opinions as they challenge my beliefs and foster growth. The worst thing that can happen in an organization is when people stop speaking up.
3. One of the most valuable lessons I realized later is that beyond technical skills, understanding organisational behaviour is critical. Thank you to Jonathan Pinto for providing invaluable business life lessons!

What drew you to study at Imperial?

For some reason, Imperial was always where I wanted to study. The mix of entrepreneurial culture, its strength in science, and its global reputation made it the perfect choice for me.

As we mark International Women’s Day, how can we encourage more women to pursue a career in the tech industry?

• Early Exposure to STEM: We must start in schools by exposing students to STEM fields and highlighting successful role models. 
• Mentoring and Sponsorship: Women need access to mentors who can provide guidance, support, and career development opportunities.
• Inclusive Company Cultures: Organisations must implement policies that actively support diversity, equal pay, and career progression for women.
• Visibility and Storytelling: More women in leadership roles should share their career journeys to inspire others.

Can you tell us more about any projects and initiatives you have worked on to help address inequalities and uplift women?

Through my involvement with WE United - a network that unites women and men to promote gender parity in the electronics and industrial industries - I have seen firsthand the power of mentorship, leadership development, and championing diversity. DigiKey is a platinum sponsor, and I am driving this initiative for DigiKey in EMEA.

Additionally, as a mentor and coach at Imperial College London, I am passionate about supporting the next generation of leaders. The future of tech depends on creating spaces where diverse perspectives drive innovation.

My advice to women

• Stay curious—keep learning, ask questions, and embrace new opportunities.
• Don't apologise or make yourself small—be proud of your achievements. You’ve put in the work and earned them, so own them with confidence.
• Support others—championing one another is key. Be an ally, celebrate achievements, and help create opportunities for others.
• Surround yourself with people who inspire and support you. Success isn’t just about working hard - it’s about having advocates who recognize your potential, challenge you to grow, and actively support your career development.

Are there any women role models who have inspired you professionally or personally?

At DigiKey two incredible women inspire me: Stacy Hartmann and Linda Johnson.

• Stacy Hartmann was one of my first managers at DigiKey, and I was always amazed by her deep understanding of all aspects of the business. She always knew the right people to connect with to get things done. She is open-minded, supportive, and ensures that her team has the resources and connections needed to succeed.
• Linda Johnson, Executive VP of Operations at DigiKey, has had an astonishing career in our industry. Her knowledge, leadership, and dedication to supporting others—particularly through her work on the Advisory Council of WE United - are truly inspiring.

And, of course, Jackie Maddox, the founder of WE United. Jackie keeps pushing for equality and is relentless in her drive. Even when setbacks occur, she continues advocating for progress, proving that persistence is key to change.

You volunteer your time to Imperial running the Frankfurt chapter. What does it mean for you to maintain that connection with Imperial as an alumnus?

Dr. Lisa Weigand actually founded the chapter last year, so I won’t take credit for it! When I saw what she was doing, I reached out to her because I thought it was a great initiative. I had always hoped for a Frankfurt chapter, and now we are co-hosting it together. I’m grateful to have met Lisa through this experience and to be driving this initiative together with her. We have another session planned for Q1, so keep an eye out for updates in the Newsletter, Plexus, or LinkedIn.

Beyond that, I had a wonderful time at Imperial. Being surrounded by intelligent, dedicated people was both inspiring and fun.

I must admit, though, that returning to a traditional work environment after experiencing Imperial's dynamic and innovation-driven atmosphere sometimes required adjustment. The collaborative mindset and problem-solving approach I embraced at Imperial continue to shape how I engage with challenges in the workplace today.