Every effective communicator knows that you need to translate your message into language that connects with your audience. So how do you develop a purpose and strategy in an organisation that’s not comfortable talking about either of those topics?
That was the dilemma facing Sara Crofts when she became CEO of the Institute of Translation and Interpreting (ITI), the UK professional body for translators and interpreters. The answer, aptly for an organisation focused on language, had a lot to do with the words she chose.
Listen to her tell the story in this episode of The Purposeful Strategist.
Sara initially trained as an architect at Edinburgh College of Art where she specialised in historic building conservation. Having undertaken the SPAB Lethaby Scholarship in 2002 she spent the early years of her career learning about conservation policy and practice in various roles at the Society for the Protection of Ancient Buildings. Leading the award-winning Faith in Maintenance project from 2006 to 2011 was a highlight of this time. In 2015, she left SPAB to join the Heritage Lottery Fund as Head of Historic Environment before returning to the voluntary sector to take up the role of Chief Executive at Icon (the Institute of Conservation) in January 2019. In 2023 she moved into a new sector, taking up the post of Chief Executive at the Institute of Translation and Interpreting (ITI). she continue to champion the conservation of cultural heritage through various voluntary roles in Europa Nostra and is also the Chair of the BEFS Places of Worship Forum.
Founded in 1986 and with over 3,000 members, ITI plays a key role within the language services industry in the UK and internationally. Their vision is to contribute to a world where every word is understood, and where language is never a barrier. They achieve this through supporting and developing skilled professional translators and interpreters, and promoting the value of their expertise.
Sara Crofts