As Director of Customer Experience at Relay, a UK last-mile delivery network handling 83 million parcels annually, Sarah McHie owns the end-to-end customer journey from initial shipment to final doorstep. Her diverse background includes ad tech operations in San Francisco, working as a Solutions Architect at Meta in Singapore (where she integrated SDKs and built product-priority dashboards for Asia-Pacific clients), and leading WhatsApp Commerce Support operations in London.

By combining systems architecture, data analytics, and messaging expertise, Sarah approaches CX as both an engineering and commercial challenge. Under her leadership, Relay has pioneered WhatsApp-led collections journeys that drive 30% of the company's gross profit. Her team also implemented rigorous per-channel cost and engagement tracking across WhatsApp, SMS, and email, successfully lowering the messaging cost per parcel while maintaining WhatsApp read rates above 75%. For Sarah, every message functions as a strategic P&L lever, engineered, tested, and measured with product-grade precision.