Sandra Peat

Sandra Peat is a brand expert, business leader and speaker who has spent more than 20 years helping ambitious organisations turn insight into growth. Her career spans senior roles at Red Bull and Bacardi, global strategy for brands including M&M’s, Bombay Sapphire and The National Lottery, and co-founding We Are SuperHuman, a female-focused insight consultancy exploring underserved cultural and commercial opportunities.

Today, Sandra is UK Partner at Spikes, founder of Brand Behaviour Business, a certified executive coach and an Executive PhD researcher at Bayes Business School. Her research explores a deceptively simple question: if a brand is shaped by what an organisation repeatedly does, not merely what it says, how must businesses behave to build meaning, trust and growth in an AI-powered world?

Known for making complex ideas clear, provocative and practical, Sandra brings together cultural insight, commercial strategy and human behaviour to reveal the opportunities others miss.