Sarah Paulson leads brand and shopper marketing for White Castle’s Nationwide retail frozen portfolio and oversees licensing initiatives across the full White Castle brand. She helps drive brand relevance and business growth through innovation, cross-functional collaboration, and culturally resonant programming.
With over 15 years of CPG experience, Sarah has delivered high-impact programs that blend strategic insight with creative execution. Her leadership has driven a 200% increase in licensing revenue, multiple sell-out direct-to-consumer pop-up events that generated significant PR buzz, and digital strategies that outperform category benchmarks by up to 5x. She also plays a key role in shaping unified brand programming across media, PR, retail, and licensing—ensuring consistency and cultural connection across all consumer touchpoints.
Sarah is known for building strong internal and external partnerships and leading initiatives that deliver results while honoring the voice of this cult-fave brand. Before White Castle, she spent time in the health and beauty category as senior brand of the Barbasol and Pure Silk Shave portfolios.
A proud UConn Husky alum, Sarah is also a dedicated hockey mom of two and brings energy, empathy, and creative thinking to everything she does.
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