Wunder Mom Sarah Bone Founder of Follow and Heard & Co-Founder of YEO Messaging
Sarah is an award-winning marketing leader with 15+ years of experience in branding, communications, and advertising. She is the Co-Founder and Chief Marketing Officer of YEO Messaging, a cutting-edge private messaging platform that uses patented continuous facial recognition to ensure messages are seen only by their intended recipient—delivering secure, human-first communication trusted by governments, financial institutions, and enterprises around the world.
After moving to Lisbon, Sarah launched Follow + Heard, a marketing agency specialising in brand strategy, storytelling, and marketing. She saw a huge opportunity in Lisbon’s growing lifestyle scene—and built the agency to support brands in getting seen, heard, and remembered.
She began her career at top agencies including Purple PR, iris Worldwide and Sunshine, where she led campaigns for global brands including Samsung, Shell, Diageo and Ferrari.
Now based in Lisbon, Sarah is a passionate voice in the cybersecurity and digital privacy space—particularly on online safety for children and responsible tech. When she’s not working on YEO or running Follow + Heard, she’s raising two young kids, speaking on panels, or helping founders build brands that matter.
“ I truly believe that the universe gives you what you need, when you need it. And if something doesn’t happen? It’s probably clearing the way for something better. Say no with confidence, and don’t get stuck in what didn’t work out.”
WH You moved from London to Lisbon, starting in a new city must have been challenging. How did you build your client base?
SB I actually started Follow + Heard, my marketing agency, not long after arriving in Lisbon—it was my way of doing something I love (helping people tell their stories and get seen and heard) while meeting people in a new city.
After two months, I found out I was pregnant with my second child, so I was balancing new biz mode with baby groups and toddler life—which, as it turns out, is a great way to connect with other amazing women, creatives and founders. Lisbon has a way of bringing you exactly the right people when you’re open to it.
WH What has been the biggest learning curve while you established your business?
SB That you don’t have to say yes to everything.
In the early days, I said yes out of fear—fear of missing out, of not making it, of needing to prove myself. But now I trust the process. I truly believe that the universe gives you what you need, when you need it. And if something doesn’t happen? It’s probably clearing the way for something better. Say no with confidence, and don’t get stuck in what didn’t work out.
WH What marketing advice would you offer new businesses starting out?
SB Start with your story.
Write it down—where it began, why you started, what matters to you. That’s what people connect with. People don’t buy what you do, they buy why you do it.
Then, know your audience like they’re your best friend. What do they watch? Read? Scroll at 11pm? You need to speak to them in their language, in their world, in a way that genuinely lands. Strategy isn’t fluff—it’s empathy.
WH What does your typical work day look like?
SB It starts with chaos—breakfast with the kids, school drop-off, and a walk with Bruce, our Frenchie.
Then I’m at my desk, splitting my time between clients at Follow + Heard (brand strategy, content, campaign planning) and building YEO Messaging, a private messaging app I co-founded.
If I can, I squeeze in a workout at Club 7 or Prescription Pilates (who are also a client and a favourite). Evenings are early dinner with the kids, and then I’ll usually log back on to prep for the next day and clear my inbox (or attempt to).
WH What is the greatest challenge of being a working mom?
SB The mental load—being the keeper of all the things.
Even when you’re in full work mode, your mind is still juggling snacks, schedules, doctor appointments, and birthday parties. Switching off isn’t easy. The juggle is real, and so is the guilt. But I’ve learned to take it day by day, hour by hour.
WH What is your best advice for combining/balancing work and motherhood?
SB Lower the bar. Seriously. Some days are wins, some are just survival.
Structure your time, yes—but build in flex. And don’t forget to make space for you. Even if it’s just a 15-minute walk, a hot bath, or cooking something solo after a long day. Those little moments of ‘me time’ are where the recharge happens. You can’t pour from an empty cup.
Follow + Heard Clients: Prescription, Haden (Home Appliances), Perfect Peaks (Drinks brand), Valsa Home, Vila Rodrigues (Lisbon Hotel), and others that we work on project based. And - super exciting - we have three more we are onboarding right now - all in Lisbon and all launching very exciting places! I just can’t talk about them yet!!
Quickies
Current Projects?
I just started working with Perfect Peaks—such an incredible product and story. Makes marketing feel effortless when you really believe in the brand.
Favorite Book?
So hard to pick! I love alternating between a juicy novel and a mindset or business book. I just finished Daughters of Sparta and now I’m deep into a productivity book that’s changing my workflow (and my to-do list addiction).
Favorite Kids Book?
My inner drama kid comes alive when reading to my two. Delilah is in her Julia Donaldson era. Sebastian loves the Little People Big Dreams series—I do too.
Favorite kid-friendly spots?
Fun Track, any beach we can get to, Beach Village in Colares. Portugal makes it easy to raise kids outdoors—we’re spoiled, honestly.
Favorite local restaurant?
Da Noi for an easy, always-good dinner. Yakuza for when we’re feeling fancy.
On repeat on your playlist?
I wish I could say something cool, but right now it’s Beautiful Things by Benson Boone—Sebastian is fully obsessed. And now, so am I.
Favorite Podcast?
Move With Heart by Melissa Wood Tepperberg. It’s thoughtful, grounding, and always what I need to hear at the right time.