Saskia Roberts

Saskia Roberts is a UK customer growth strategist and brand investor focused on consumer growth businesses. Piper announced her appointment as Associate Partner on 11 October 2018, saying she would focus on customer insight and brand strategy across Piper’s existing portfolio and lead commercial due diligence for deals.

Before Piper, Roberts spent nearly 20 years working with customer and retail consultancies on strategy, customer proposition, marketing, and brand experience. Piper noted that she most recently led customer communication channels at O&CC Ltd, owner of Cotswold Outdoor, Snow+Rock, Cycle Surgery, and Runners Need, and had previously worked on customer strategies for SABMiller, Heal’s, and Argos.

Her LinkedIn profile identifies her as associated with Saskia Roberts Limited and lists University of Oxford education from 1996 to 1999. A third-party profile also lists her Piper role from September 2018 to December 2022 and a later Value Creation and Customer Growth Director role at EY-Parthenon from October 2022.

In 2026, Good Food described Roberts as a “Brand investor and customer experience expert” and a “customer growth strategist” who supports brands across awareness-building marketing, customer service, community-building, and customer experience, with experience across operational, advisory, and investing roles.

• Piper’s public positioning is to invest in “fast growing brands with sales of £5-50m,” rather than true seed-stage startups.
• Piper’s current fund strategy is to back 10-12 “future brand legends” over five years, investing £5m-£20m into each company.
• The firm looks for consumer brands with strong leadership, a clear purpose, a distinctive brand story, a loyal community, thought leadership in their category, a meaningfully differentiated product, strong customer experience, profitable customer acquisition, scalable technology, and a sustainable business model.
• Roberts’ specific value-add is customer insight, brand strategy, commercial due diligence, customer proposition, marketing, customer service, and community-building.
• Piper says it places customer thinking at the center of value creation: “real value lies in a brand’s strength, not just its balance sheet.”