UK finalist 2020 

Sarra Bejaoui

Founder and Chief Experience Officer, SmartPA

Sarra Bejaoui

Sarra Bejaoui is the Founder and Chief Experience Officer at SmartPA, the leading experts on outsourcing PAs, business support & administration services. They offer their clients the most efficient, cost-effective ways to handle their business tasks and admin support. Their purpose is to disrupt the industry and create a new norm of women in leadership, with six female heads of departments in the business. They aim to inspire and empower, remaining a people-centric organisation, pushing to eradicate the phrase “just a PA” and showcase how valuable assistant and administrative services are to business growth and success.

Starting her career as a receptionist in the same office that SmartPA now operates in, Sarra knew that she would return to the space years later as a business owner and establish a brand. After rising through the ranks in business support and knowing she could provide a more efficient service herself, founding SmartPA in 2008 saw Sarra become an inspirational global business leader focussed on fostering talent and driving performance.  She encourages a family-feeling environment at SmartPA  and as a working mother she is passionate about managing her energy, not just her time.  

Today the SmartPA community spans the globe, with over 250 SmartPAs, 15 countries, 15 languages and 2500+ clients.