Sarah Soper, Marketing Communications ExecutiveAs a crossover from academe, Sarah Soper, PhD enjoys applying her scholarly interest in consumer behaviour to the expression of distinct and engaging brand messages for New Zealand wineries and food producers. Sarah’s research career began in wine tourism studies and has developed into a penchant for multi-generational and cross-cultural experiences of lifestyle brands and events.Originally from Florida, Sarah is a native of the hospitality and tourism trades which are evident in her passion for public relations and communications. Hospitality is centred on ensuring guests feel welcome and entertained, and Sarah applies this philosophy to the realm of digital communication. Sarah believes that online communities and cyberculture as related through social media are vital to brand engagement, and serve as contemporary platforms for hospitality.Sarah’s adaptable and approachable copywriting style has sparked high levels of engagement, marking the beginning of an auspicious career in ‘e-hospitality’. The digital world can seem complex, but Sarah loves the challenge of making business user-friendly for both the company and the customer.