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Sarah (Baldwin) McIlroy has an extensive work history spanning over 25 years. Sarah began their career in 1994 as a Merchandise Manager and Business Development at Cyrk, where they pitched and won new business, and designed and presented new business opportunities and products to Fortune 500 clients. In 1997, they moved to Brookstone as the Director of Merchandise, Hard-To-Find Tools Catalog, where they transitioned an established catalog business from below plan to well above plan. Sarah then moved to Hasbro Interactive and Atari in 1999 as the Global Director of Channel Marketing, Promotions, Events & Strategic Partnerships, where they set the strategic direction for partnerships, channel, events, merchandising and promotional plans on a global level across multiple studios. In 2005, they moved to Midway Games as the Director, In-game Advertising & Strategic Partnerships, where they set the strategic direction for in-game integration, strategic relationships & promotional partnerships and drove and negotiated in-game advertising deals with Fortune 500 companies. In 2008, they founded and became the CEO of FashionPlaytes, a game-changing ecommerce business merging content, commerce and community for tween girls. In 2015, they joined Rockets of Awesome as the Chief Merchant, Head of Ops, Supply Chain & Planning. In 2017, they moved to Follain as the COO & Chief Merchant, a LAUNCH portfolio company devoted to changing beauty for good. Finally, in 2018, they joined Misha and Puff as the General Manager.

Sarah McIlroy earned a BA in French, Art, and International Relations from Duke University. Sarah then attended Université Sorbonne Nouvelle from 1991 to 1992.