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Sarah Payne Williams has a diverse work experience in various roles related to digital analytics and user experience. Sarah started their career as an Internet Marketing & Performance Analyst at Bass Pro Shops in 2004. Sarah then worked as a Web Analytics Coordinator at May Department Stores Company in 2005. In the same year, they joined Benchmark Brands as a Sr. MGR, Site Experience & Analytics Manager, where their work was recognized through articles. Later, they served as Site Experience & Acquisition MGR at Shane Co. from 2006 to 2008, with published articles related to their work. In 2008, Sarah returned to Benchmark Brands as Director of eCommerce Operations and later took on the role of Sr. MGR Site Experience & Analytics. At Case-Mate, they worked as the Director of User Experience from 2011 to 2012. Finally, they became Vice President/Chief Analyst at FoxMetrics and Vice President at Rawsoft, where they specialized in various aspects of digital analytics.

Sarah Payne Williams has a Master of Business Administration (MBA) degree in Marketing, which they obtained from Missouri State University in 2004. Prior to that, they completed their Bachelor of Science (BS) degree in Marketing Research with a minor in Computer Information Systems (CIS) from the same university in 2003.