At Hoopla, marketing isn’t just about driving engagement. It’s about amplifying the story of libraries as essential, evolving spaces for connection, learning and access in communities across the country. That story becomes even more powerful when it’s grounded in empathy, insight and creativity.
We’re excited to welcome Sarah Stander as our new Vice President of Marketing. Sarah brings a unique blend of strategic thinking and user-centered storytelling, shaped by a career at the intersection of digital platforms, data and community engagement. From app innovation to lifecycle marketing, her work has always centered on understanding how people discover and connect with content–and how thoughtful marketing can deepen that connection.
We sat down with Sarah to talk about what brought her to Hoopla, how she sees the role of marketing in supporting libraries, how she recharges outside of work and of course, her favorite Hoopla content.
You bring a wealth of experience to Hoopla Digital. Can you tell us a bit about your career journey and what drew you to this role?
I’ve spent my career at the intersection of data, storytelling and technology, ultimately becoming a bit app-obsessed and driven by a deep understanding of the customer journey. The early part of my career was spent in the startup world, where I wore a lot of hats but primarily led digital marketing and partnerships in the fitness and wellness space. From there, I moved into an international retail data and technology company, where I spent the last several years leading marketing for a popular shopping rewards app. In that role, I oversaw a little bit of everything ranging from digital, social, brand voice, paid media, PR, events, content and lifecycle marketing, while also aligning cross-functional teams around shared business goals.
What I found most rewarding was unifying the user experience across channels, helping shape product roadmaps that moved the business forward and implementing martech solutions that gave us a competitive edge.
What drew me to Midwest Tape and Hoopla are the clear parallels to past companies I’ve worked with–an app-based, content-rich platform with a B2B and B2C model that’s deeply community driven. Hoopla’s mission of supporting libraries as they strengthen their communities is such a meaningful and lasting way to make an impact. I’m someone who needs to fully believe in what we’re building–mission alignment isn’t just a nice-to-have for me. It’s what drives me. Pair that with an app that’s helping people discover fresh content and learn in new ways, and it’s the perfect fit.
Looking back at your previous roles, is there a campaign, project or moment that really shaped your perspective as a marketer and a leader?
One experience that really shaped me as a marketer and a leader was partnering with product teams to plan and host focus groups and live customer events. There’s something incredibly powerful about seeing your product in action–watching someone light up because it solved a problem for them, or hearing firsthand how it fits into their daily life, and in some cases, even changes it.
It’s one of the most rewarding parts of being in marketing: seeing your hard work make an impact, and at the same time realizing where you can make it even better. It grounded me in empathy and reminded me that data is important, but human insight is everything.
What are you most excited about as you step into the VP of Marketing role at Hoopla Digital? Are there any initial ideas or priorities already on your radar?
So many things! It’s easy to get excited when you join a team as passionate and full of ideas as ours. If I were to narrow it down to one, I would say I’m energized by the complexity of Hoopla’s ecosystem–our triple-sided model of libraries, patrons and vendor partners. Each audience is unique and essential to our business, and finding ways to amplify what makes Hoopla special across all three is going to be incredibly fun.
Hoopla sits at the intersection of technology, education and entertainment. How do you see marketing playing a role in advancing that mission and reaching new audiences?
Marketing at its best makes people’s lives easier, richer and more connected. With Hoopla, that impact is built into the product of free, library-powered access to entertainment and education. We’re expanding access to incredible content for people who may not otherwise have it. That’s an inspiring story to tell. Our role in marketing is to be the bridge in helping libraries and people discover the value of Hoopla and feel that sense of delight and empowerment that comes from using it.
Looking ahead, what do you see as Hoopla’s biggest opportunities over the next few years?
Hoopla’s biggest opportunity lies in our incredible range of offerings: audiobooks, eBooks, music, movies, TV, comics and manga, and more with BingePass all in one place and all free with a library card. As streaming becomes more fragmented and expensive, Hoopla’s offerings become even more relevant.
Also, the way people discover and choose content is evolving rapidly. Personalization, social influence and new discovery channels are reshaping how we engage with entertainment, and I know Hoopla’s track record of innovation will continue to drive this evolution forward.
What motivates you as a leader, and how do you hope to bring that energy to your team at Hoopla and the broader library community?
My personal mantra (in both work and life!) is to leave things better than I found them. I’m motivated by creativity, clarity and collaboration. I love helping people connect the dots between what they’re doing and why it matters.
At Hoopla, I want to continue building on the strong foundation that’s already here, empowering the team to take smart risks, think holistically and have fun doing it. When we show up with the mindset of improving things together, the ripple effect goes far beyond the marketing team. It strengthens the library community as a whole.
Libraries are core to Hoopla’s mission. What’s your personal relationship with libraries? Any early memories or experiences that shaped your appreciation for them?
I grew up going to the public library, and it absolutely fueled my love of reading. I was a true ’90s kid, obsessed with Junie B. Jones, The Boxcar Children and The Magic Tree House series.
To me, the library was a launchpad for imagination. It made the world feel big and full of possibilities. That’s why Hoopla’s mission resonates so deeply–libraries don’t just provide access to stories, they help create them!
When you’re not working, what are your favorite ways to unwind? Any favorite hobbies, activities or passion projects?
Like when I was young, I still love getting lost in a good book! Outside of that, I’m happiest when I’m cooking, exploring new restaurants, traveling or hosting friends and family in my home base of Chicago. More often than not, you’ll find me in the kitchen baking banana bread, experimenting with new recipes or lingering over long dinners with friends and family.
If we peeked at your Hoopla checkout history, what might we find? Any favorite genres, hidden gems or go-to media picks?
You’d find a mix of historical fiction, founder stories and Broadway soundtracks. I’m a big believer in balance–a little inspiration, a little escape from reality and plenty of show tunes in between.
