Be Smart About Art

Sarah Thelwall

Sarah Thelwall

Sarah Thelwall is a strategist and consultant in the Creative Industries and founder of, an online financial management and benchmarking business tool.  Sarah regularly works with creative entrepreneurs across the UK and overseas to apply their creativity building and operating a business, providing understanding of how to use business tools for growth and success.

Sarah has over a decade of experience in the Creative Industries working both with small creative firms andlo political and sector development bodies such as NESTA, British Council, DCMS and NCGE.  She is a member of the Chartered Institute of Marketing and holds an MBA from Imperial College Business School, as well as a BSc in Biology from Durham University.   Sarah is the author of Size Matters: Notes towards a Better Understanding of the Value, Operation and Potential of Small Visual Arts Organisations, commissioned by Common Practice with support from Arts Council England. 

Profession : Financial strategist for creative sector

Business Name : MyCake (bookkeeping and benchmarking)

Website :

Twitter: @MyCakeFinance