eir’s Sarah Anderson: ‘The eir VIP Power of Women Awards Help Inspire The Next Generation”

eir’s new Director of Small Business Sarah Anderson talks to VIP Magazine all about her new role, the upcoming eir Power of Women Awards, and the importance of connection. 

1. You were recently announced as eir’s new Director of Small Business, congratulations! You didn’t always work in the telecommunications sector though, so can you tell us a bit about your career to date and what attracted you to eir?

I’m thrilled to be leading the eir Small Business team that serves the start-up and entrepreneurial community at the heart of the Irish economy. It’s a huge privilege.

I studied English in university and always had a passion for communications, including, journalism, marketing, and PR. I started my professional career in financial services and worked in a number of areas including customer service, marketing, mortgages and payment innovations. In 2011, a role in telecommunications came up and although it was definitely out of my comfort zone, I took the opportunity and started my telco career with O2 .

I quickly fell in love with the fast-paced environment – the marriage between technology and communications really appealed to me, and the endless possibilities created by them. The initial six months were intense as I got used to a very different environment, pace and lots of new jargon. But I haven’t looked back since and couldn’t see myself in any other industry now. Since then, I’ve honed my commercial skills and really enjoy building on successes and continuing to deliver better results.

2. Looking back, what were some of the defining moments that shaped your growth into a senior leader? 

I’ve always said “yes” to every project or opportunity that presented itself. Even when it was outside of my comfort zone. Curiosity is key and for me, learning more about a wide range of areas has made me more strategic at an overall level.

When I joined eir in 2015, there were lots of opportunities to try different things. I love that eir is Ireland’s leading telecommunications provider and its purpose of ‘connecting for a better Ireland’ really resonates with me. Connectivity is the beating heart of our personal and professional lives. At eir, we understand this, and we have built the best mobile and broadband networks, products and solutions, so our customers can rely on seamless connectivity.

I’ve never been the loudest voice in the room, but once I found my style and how to influence the outcome, how to gain buy-in and communicate effectively, that’s when I really came into my own. Learning to trust my own judgement and experience was crucial to growing my confidence and leadership skills. Building strong relationships is absolutely key to being able to deliver in our business. At eir, we are highly ambitious and lean in our approach. Everyone rolls up their sleeves and gets stuck in. Working as a team is the key to all of our successes. And it genuinely feels like being part of a large extended eir family!

3. Over the course of your career, the industry has changed a lot in terms of female representation. What progress have you seen in the past decade and where do you think the real momentum is coming from?

When I started my career 20 years ago in a different industry, there weren’t many female senior managers. There wasn’t much by way of inclusion on lots of fronts. I’m glad to say huge progress has been made since then and at eir, gender equality, pay equality, and diversity and inclusion have been strategic priorities. That focus has really delivered for the business both in terms of our overall results and our culture.

Today, we see an equal number of men and women in senior leadership roles across the company. I also believe the greater flexibility in the modern workplace has been a game-changer. Remote and flexible working arrangements are now more commonplace, and they make a real difference, especially for parents, people with caring responsibilities, and anyone striving for a healthier work/life balance.

As a mum to a young child and step-mum to a teenager, my own life and family has benefited hugely from this flexibility. The same volume of work still gets done, but the hours of delivery can vary, allowing for better work/life balance. This is something I support my own team with in terms of their individual needs.

That’s why events like the eir VIP Publishing Power of Women Awards matter so much. They shine a light on the achievements of Ireland’s female trailblazers, helping to inspire the next generation and open doors for women to step into leadership roles. At eir, we’re proud to support and amplify this partnership because we believe that celebrating women’s success stories is essential in driving long-term, meaningful change.

 

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4. Coming back to your new role, what does it entail and crucially, what excites you most about serving 60,000 Irish businesses?

Small businesses are at the forefront of technological innovation and are the engine of the Irish economy, working relentlessly to serve their customers and support their families. They need a broadband and mobile provider that truly understands their unique needs, offering seamless connectivity and comprehensive solutions to keep them connected and competitive. At eir, our mission is to support them with the best infrastructure and products and services so they can succeed today and into the future.

In my role, I work closely with eir’s small business customers to understand their challenges and deliver the service and support they need to thrive. What excites me most is the opportunity to champion this vibrant and resilient community. Small business owners are the innovators, the risk takers, the creators. They pour their passion, energy and time into their businesses, often juggling personal and family commitments. They deserve the best so they can be their best.

Our customers have told us what matters most to them: dependable broadband, strong mobile coverage, and a team that genuinely understands their needs. That’s exactly what we work so hard to deliver. eir has already invested more than €2 billion in transforming infrastructure, delivering world class fibre and mobile networks for Ireland. We will continue to invest to ensure every business can rely on their services and keep focused on growth. As Ireland’s No. 1 business broadband provider, we’re proud to offer these businesses Ireland’s most reliable broadband speeds and Ireland’s No. 1 5G network availability, with 99% 5G coverage, because we know that fast, reliable connectivity is essential to thrive.

5. What advice would you give to your younger self, or someone starting their career, in today’s fast-changing business world?

Do what you love, and don’t be afraid to pivot and try new things. Find the people, leaders and peers who genuinely lift you up, who challenge you, who inspire you and who support you. Be true to yourself. If it doesn’t feel right, then don’t be afraid to make a change. Prior to my time in eir, I was in a challenging professional situation in a different organisation that didn’t align to my personal values. I found that really stressful and I had to be the one to make a change. You’re in charge of your own career path. No one else can make that change for you. And there genuinely is a whole other world out there, so when you find the right role or company, it improves your entire life.

Always support your own team in their development, and other colleagues who may need/seek support. Find mentors to help you navigate your own next steps too. I’ve really benefited from some of the best mentoring relationships, particularly within eir. And that applies to your own line manager as well. Let them know you want to progress and if you see a project you think you’d like – ask for it!

The best piece of advice I could give anyone is to never be afraid to ask for help! Where people can help, they absolutely will. Just be prepared to return the favour. That’s what helps build relationships.

6. Looking ahead, what’s your vision for the future — both for eir’s role in supporting Irish businesses, and your own leadership journey?

I’m looking forward to continuing to deliver innovative and value-based products that keep small businesses connected and help them achieve their goals. My ambition is that eir is consistently the No. 1. choice for small businesses in Ireland.

In terms of my own leadership journey, I’m looking forward to working with and learning from the incredibly talented and dedicated teams within eir. I hope to continue developing my own leadership and commercial skills, and to support others in their career journeys too.

As a team, we’re delighted to be sponsoring the eir VIP Publishing Power of Women Awards for the fourth consecutive year, and to be hosting the launch event for the second year at our headquarters in early October to kickstart this year’s partnership. These networking events are an excellent opportunity to meet the incredible founders nominated for the 2025 awards. Hearing their stories first-hand is both inspiring and grounding, reinforcing just how important it is that we continue to support this brilliant community.