María Sara Roberts is a Director at Propeller, where she leads digital transformation efforts and oversees the firm’s Data & Business Insights service offering. She helps organizations bridge the gap between business goals and actionable solutions — using data, AI, and strategic planning to drive growth, efficiency, and sustainable results. Known for her ability to connect vision with execution, María Sara brings a holistic, insight-driven approach to every engagement.
Her work spans industries including technology, retail, hospitality, e-commerce, and the nonprofit sector. With experience in engineering, marketing, operations, and training, she offers a well-rounded perspective that helps clients navigate complexity and adapt to rapid change. She specializes in aligning data and digital strategies with organizational priorities, enabling leaders to make informed decisions and design for the future. She brings a future-focused mindset to digital transformation, helping clients not only adapt to change but design systems and strategies that evolve alongside their business.
- Known For: Translating business goals into scalable, insight-driven strategies
- Expertise In: Digital transformation, AI enablement, data & analytics, strategic planning, customer insights
- Education: M.S., Data Analytics & Business Intelligence, INCAE Business School; B.S., Business Management & Entrepreneurship, Babson College
- Outside of Work: Co-founded a nonprofit in Costa Rica that empowers youth through soccer
