About

Most companies don't have a growth problem — they have a decision-making problem. They know something needs to change. They have the data, the ambition, and often the roadmap. What they're missing is a trusted partner who can help them cut through the complexity, make the right call, and execute with conviction. That's where I come in.

I'm Sara Rosoff — merchant, strategist, and founder of DFA. My career didn't start in a boardroom. At 19, I was offered a full-time role at Hugo Boss after a summer of temping, and said yes, finishing my last two years of college at night while working days in corporate fashion. That early lesson stuck: show up fully, learn everything, and never stop being curious. Over the next 25 years I built that instinct into a career — launching new businesses and turning around struggling ones across every channel: a first-ever ecommerce site at G.H. Bass & Co., an outlet division turnaround at Diesel, a new outlet business at NY & Co, and an new omnichannel integrated apparel line at Spanx. That foundation brought me to Barnes & Noble, where I spent nearly a decade leading a nine-figure digital P&L across four distinct business units with a 90-person cross-functional team.

I founded DFA because the best outcomes happen when strategy and execution live in the same room — and I've spent 25 years making sure they do. I don't come in to hand off a deck and disappear. I work alongside your team through the EDGE Framework (Evaluate. Decide. Game Plan. Execute.) — a collaborative process designed to bring clarity quickly, align everyone around the right priorities, and build the momentum to actually get there. The goal is never to disrupt for disruption's sake. It's to help you make better decisions, faster, and feel confident in every step forward.

If you're ready to move forward, let's talk. You can also find my full career story on LinkedIn.