Women in the AV industry have long been trailblazers, breaking barriers, driving innovation and shaping the future of technology and integration. Their vision, leadership and expertise have left an enduring mark, inspiring progress across the field. For International Women’s History Month, Commercial Integrator sought out to honor their achievements with a special series. Throughout the month, asked some of the most remarkable women in AV, celebrating their contributions and sharing their stories to inspire and empower others in our industry.
With the popularity of the series, we have extended #HerAVStory and welcome contributions throughout the year!
This week, we spotlight Sarah Bamford, country sales manager for Ireland, LG who brings 10 years of experience in multi-layered channel management. This includes sales, product/category planning and development. In #HerAVStory, Bamford shares how she fell into the AV industry, her challenges in being the only woman in the room and the joy of working on a diverse range of projects. She also speaks to the lasting impact on mentorship and the importance of investing in the next generation of AV professionals.
Read on to learn more about Bamford’s story!
Interview with Sarah Bamford of LG
Commercial Integrator: How did you get into the AV industry?
Sarah Bamford: Like most people, I stumbled into the AV industry completely by chance. At the time, I was living in the south of England, working for a specialist IT company managing their Aerospace and Defense sector. A friend reached out as he was relocating back to Ireland and wanted to recommend me for a position as the Samsung Funded Head within Distribution. A couple of interviews later, and a few promotions along the way, and I ended up leading their entire Samsung AV business.
Then a curveball came in the form of my now partner, who persuaded me to take a career break and move to Australia to spend a year working as a “Jilleroo” (think cowboy but swap the horses for 4x4s). This was on a cattle station in remote Western Australia, an area roughly the size of Scotland. It was an unforgettable experience. For anyone considering a career break: do it. You’ll regret the things you don’t do far more than the things you do.
Rediscovering AV
After a further three months living in a roof tent, off-roading through some of the most isolated parts of Australia, I returned home to Northern Ireland. I took up a role in a completely different industry, managing Irish operations for a safety & PPE company — which allowed me to lean into my business acumen and apply the transferable skills I’d gained from the AV space. That was in 2019. None of us could have predicted what the next few years would hold. Managing a safety business during a global pandemic was a masterclass in crisis management, problem-solving and resilience.
Throughout it all, I couldn’t shake the feeling that I missed the tech world and specifically AV. I’d find myself watching ISE updates on LinkedIn with a touch of envy. Then, out of the blue, LG reached out. They were looking to strengthen their presence in Ireland and Northern Ireland — and wanted someone with local knowledge and experience. It felt like the right opportunity at the right time.
Three and a half years later (with a 6-month maternity leave along the way), here we are!
CI: Have you encountered any difficulties or obstacles in your AV industry career?
Bamford: One of the most consistent challenges has been being the only woman in the room. Early in my career, I felt the pressure to prove myself, not just because I was young, but because I was a woman in a predominantly male industry. I often found myself overcompensating, working longer hours and pushing myself beyond expectations, just to feel like I truly belonged.
Looking back, what once felt like a disadvantage has shaped my resilience and work ethic, which are now some of my greatest strengths. It’s made me sharper, more adaptable and more empathetic.
While I’m fortunate to have supportive female colleagues at LG, the industry is still largely male-dominated. I believe that, as women, we bring a unique and valuable perspective to the room. Ultimately, within AV, we’re creating environments that are enjoyed by the world, half of which is female. It only makes sense that we, as women, should be part of the teams building them.
CI: Who have been the most influential and helpful mentors in your career? What impact did they have?
Bamford: Looking back at my career journey, it’s clear that relationships and networking have played a huge role in shaping my path. Every major step I’ve taken has been influenced by someone who believed in me, championed me, or simply opened a door.
Some of those mentors may not even realize the impact they had. It could have been a simple recommendation, a word of encouragement at the right moment, or giving me the space to lead when I didn’t yet have the title.
The biggest lesson I’ve taken from those experiences is this: never underestimate the lasting impact you can have on someone’s career. Mentorship doesn’t always look like formal guidance, it can be as simple as being a supporter, a sounding board or someone who says, “You’ve got this.” Which we all need to hear more than we’ll admit.
CI: What is your proudest career accomplishment?
Bamford: Substantially growing LG’s business in Ireland. I get real satisfaction from identifying a brand’s potential in a specific region and playing an integral role in turning that potential into tangible results. For me, it’s about laying the right foundations and ensuring the essential building blocks are in place, like local service support and stock holding.
A recent highlight was hosting a training course in our Weybridge showroom for Irish-based companies, giving them LG Level 4 LED installation Accreditation. It’s exciting to see how initiatives like this contribute to our continued growth in the LED category, and I’m looking forward to what comes next.
CI: What do you love most about working in the AV industry?
Bamford: It’s the sheer diversity of projects. One day I’m working with retail clients on how to engage customers through innovative digital signage and the next, I’m involved in large-scale stadium projects, figuring out how to maximize advertiser visibility both in-venue and on screen. No two days are the same and that constant evolution is what keeps it exciting.
CI: How can the AV industry become even better?
Bamford: One of the biggest challenges we face is the growing skills gap. With market demand on the rise and much of the industry’s expertise sitting with an ageing workforce, it’s vital that we invest in the next generation of AV professionals.
That means creating clear pathways into the industry through proactive apprenticeship programs, mentoring initiatives, and a strong focus on diversity. We need to attract talent from all backgrounds and genders, ensuring the industry reflects the world we’re designing technology for.
The future of AV depends on who we bring in today.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #HerAVStory series? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].
