30Under30 Honouree: Sarah Montgomery

Great to hear from Global 30 Under 30 Honouree, Sarah Montgomery, Director of Human Insights at the Coca-Cola Company, who currently spearheads all consumer insights for Coca-Cola’s $3B+ North American hydration portfolio brands, which include smartwater, vitaminwater and Dasani. She leads all custom research and analytics across brand strategy, communication, innovation and more by partnering with marketing and cross-functional teams, both within North America and globally. Sarah also serves on the University of Georgia’s Master of Marketing Research Advisory Board and is one of the Market Research Council’s Emerging Leaders.

How did you get into the industry and reach this point?

I began my career as a strategic planner at an independent advertising agency, where I often consulted on clients’ research projects. I found myself so thoroughly absorbed in those initiatives that I began to pursue market research seriously as a career in its own right. Which eventually led me back to my alma mater, the University of Georgia (UGA), and its Master of Marketing Research (MMR) programme.

I hadn’t planned on returning to school, but the programme’s curriculum, its extraordinary faculty, cohort model and, admittedly, the chance to live in Athens for another year, all proved irresistible. The MMR programme was instrumental in shaping my foundational skills and connecting me to a remarkable network of fellow researchers.

After graduation, I spent a year and a half at M/A/R/C Research, where I refined my craft across a variety of methodologies and industries. Three years ago, I made the leap to The Coca-Cola Company, a surreal full-circle moment for a native Georgian who practically grew up drinking Coke. In my three years at Coke, I’ve had the opportunity to work across many wonderful brands in our portfolio, including Smartwater, Vitaminwater, Dasani, Simply, Simply Pop, Minute Maid, Honest Kids and Hi-C.

Why should someone consider a career in market research, data and insights?

A career in market research is, at its core, an exploration of the endlessly fascinating and ever-changing human mind. It is about understanding the decisions people make and, more importantly, why they make them. In a client-side insights role, I see it as my responsibility to bring the human voice into the room and to ensure that that perspective is represented, respected and heard in every conversation.

For anyone with a passion for problem-solving, for asking incisive questions and for thinking strategically about how to translate business questions into human ones and human answers back into business solutions, this field offers a lifetime of intellectual reward.

Career paths are rarely without challenges. Can you share a moment from your career when things didn’t go to plan, but the lessons learned remain with you to this day?

After being accepted into my master’s programme, I left my advertising agency job to take a break and travel. However, less than a month into my plans, the pandemic hit, and I found myself back home with family and no job to fill my time. Rather than feeling stagnant, I immersed myself in intellectual pursuits: reading extensively and exploring philosophy, history and literature. This unexpected time of reflection and learning ultimately shaped my perspective and prepared me for future challenges.

What two things should junior researchers focus on as they progress in their careers?

Intellectual courage. The defining skill of a great researcher is the willingness to question, not just others, but yourself. Wisdom begins not with certainty, but with the admission of one’s own ignorance. As Churchill said, “Courage is the first of human qualities, because it guarantees all others.” The same holds true here: without the courage to ask the harder question, to push past the obvious, all our other talents – our statistical acumen and our mastery of storytelling – amount to very little.

Curiosity. About people, of course, but also about the wider intellectual and artistic world: literature, philosophy, history and art. These aren’t extracurricular interests; they’re essential tools for understanding the human condition. Engaging deeply with them doesn’t just make you a sharper researcher. It makes you a more empathetic, perceptive human being. The deepest insights rarely emerge from the latest New York Times bestselling business book. They come from the enduring works that confront complexity head-on. Real understanding lives in ambiguity, in tension and in the moral courage to wrestle with both.

Do you have any advice for our sector?

Don’t be afraid to be a bit of a contrarian. Our industry sometimes indulges the charming illusion that, if we simply nurture relationships long enough, we’ll be invited into the inner circle. But true partnership isn’t earned through good behaviour.

Our role is to interrogate, not merely to affirm. If we never risk a measure of discomfort, we’re not delivering true insights. Our strength lies not in having all the answers, but in knowing what most deserves to be questioned. That’s how we move from being a polite presence in the room to an indispensable voice in the decision.

Is there anyone who has helped or supported you in your career who you’d like to acknowledge or thank? 

I have so many people to thank who have guided me along my path. 

Ruthie Jenkins and Maureen Brown were the first to help me identify my strengths and nurture them, and ultimately encourage me to apply to, and attend, the UGA MMR programme.

Marcus Cunha Jr. and the entire UGA MMR faculty have provided invaluable knowledge and ongoing support throughout my journey.

Susan Hogan, whom I met through my work with the MRC, has been incredibly kind and generous, including nominating me for this honour.

Justin Carbonella took a chance on me and gave me my first role at Coca-Cola. He continues to be an amazing mentor, offering guidance and encouragement along the way.

Sally Buckley and Adam Conley, who both do so much to support me and ensure that the insights function has a prominent place within the company.

All my wonderful Coca-Cola colleagues who make it a pleasure to show up to work every day.