Sally Herd is an experienced corporate reputation advisor, specializing in corporate and strategic communications, reputation management, media relations and crisis preparedness. As an associate director in APCO’s London office, and a member of the Corporate Communications team, Sally has worked with clients across a range of sectors, developing tailored outreach strategies to distinguish and differentiate. She is also an experienced project manager, having overseen projects throughout Europe and Asia.
Prior to joining APCO, Sally was a senior consultant at global communications agencies Teneo and BCW, where she advised companies on public affairs and corporate reputation issues. In 2021, she undertook a secondment to Tokyo with BCW where she led global corporate communications for the Tokyo Olympic Games.
Previously, Sally was the Business & Policy Program manager at Asia House, a think tank delivering programs ranging from small private briefings with business leaders and senior political figures, to large public conferences with prime ministers. She has also had roles in public diplomacy and immigration at the Canadian High Commission in London and the trade section at the Canadian Embassy in Tokyo.
Born in Canada, Sally is a native English speaker, is fluent in French and has advanced-level Japanese.