Full Name
Sarah Armstrong
Job Title
GM and Country Manager, Canada
Company
The Trade Desk
Speaker Bio
A global advertising executive with over 20 years of industry experience, Sarah Armstrong brings a proven track record of building high-impact partnerships with the world’s largest agencies and advertisers.
In her role as General Manager and Country Manager, Canada at The Trade Desk, Armstrong is responsible for leading the Canadian team in advancing a transparent and data-driven advertising ecosystem on the open internet, empowering marketers to connect with audiences across video, audio, and Connected TV (CTV).
Prior to joining The Trade Desk, Armstrong spent nearly five years at Amazon Ads, most recently as Head of Global Agencies and Accounts. In this role, she led strategic relationships with Big 6 global holding companies and global advertisers, overseeing a multinational team and shaping programs, technology integrations, and partnership models that drove long-term value creation and sustained revenue growth. Known for her collaborative leadership style, Armstrong is recognized for aligning cross-regional teams, navigating complex organizational structures, and delivering scalable, full-funnel solutions for global brands including Nestlé, L’Oréal, and Colgate.
Before her global remit, Armstrong led Agency Development for Amazon Ads in Canada. Earlier in her career, she spent 16 years in senior agency leadership roles at dentsu and Publicis Media in Canada, stewarding major client relationships such as P&G and Coca-Cola, driving network growth strategies, and leading integrated partner engagements.
Across her career, Armstrong has been recognized not only for her commercial acumen but also for her commitment to developing emerging talent. She has served as a judge for national competitions including the Canadian Young Media Lions, the Ad Club of Toronto’s OOH competition, and Canada’s Next Top Ad Executive, a marketing competition for business undergraduates and MBA students. She is also a recognized industry voice, delivering keynote presentations at advertising forums and representing corporate leadership on industry boards including the American Advertising Federation. Returning her focus to Canada, Armstrong serves on the Canadian Marketing Association (CMA) Board of Directors and its Finance Committee, where she contributes to industry development while helping shape the next generation of Canadian marketers and advertising leaders.
In her role as General Manager and Country Manager, Canada at The Trade Desk, Armstrong is responsible for leading the Canadian team in advancing a transparent and data-driven advertising ecosystem on the open internet, empowering marketers to connect with audiences across video, audio, and Connected TV (CTV).
Prior to joining The Trade Desk, Armstrong spent nearly five years at Amazon Ads, most recently as Head of Global Agencies and Accounts. In this role, she led strategic relationships with Big 6 global holding companies and global advertisers, overseeing a multinational team and shaping programs, technology integrations, and partnership models that drove long-term value creation and sustained revenue growth. Known for her collaborative leadership style, Armstrong is recognized for aligning cross-regional teams, navigating complex organizational structures, and delivering scalable, full-funnel solutions for global brands including Nestlé, L’Oréal, and Colgate.
Before her global remit, Armstrong led Agency Development for Amazon Ads in Canada. Earlier in her career, she spent 16 years in senior agency leadership roles at dentsu and Publicis Media in Canada, stewarding major client relationships such as P&G and Coca-Cola, driving network growth strategies, and leading integrated partner engagements.
Across her career, Armstrong has been recognized not only for her commercial acumen but also for her commitment to developing emerging talent. She has served as a judge for national competitions including the Canadian Young Media Lions, the Ad Club of Toronto’s OOH competition, and Canada’s Next Top Ad Executive, a marketing competition for business undergraduates and MBA students. She is also a recognized industry voice, delivering keynote presentations at advertising forums and representing corporate leadership on industry boards including the American Advertising Federation. Returning her focus to Canada, Armstrong serves on the Canadian Marketing Association (CMA) Board of Directors and its Finance Committee, where she contributes to industry development while helping shape the next generation of Canadian marketers and advertising leaders.
