HealthTech firm Elvie has appointed former Costa executive Sarah Highfield.

Highfield joins the firm’s senior team to take on the dual role of Chief Operating Officer and Chief Financial Officer from September.

She joins Elvie following five years as CFO of Costa where she led financial planning and strategy across a range of business functions including shop floor technology and supply chain.

She was also pivotal in the successful sale of the business to The Coca-Cola Company in 2019.

Before joining Costa in 2015, Highfield spent a decade in other international finance roles at the likes of Mars and Tesco.

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As COO Sarah will be embedded within Elvie’s senior team, reporting directly to the founder and CEO.

Her responsibilities will include supporting driving international growth and identifying new strategic opportunities, and her remit will include finance, operations, people, legal and customer care.

Tania Boler, CEO and founder of Elvie said: “Sarah’s experience working to successfully grow businesses across the globe make her the perfect fit for Elvie, especially at this stage in our development.”

“The current economic climate has many businesses thinking twice before investing, but we believe that investing in the right areas now will pay off in future.

“Coming from a commercial finance background Sarah understands our challenges and is well placed to help us identify the right opportunities.”

On her appointment, Highfield said:“The appeal of joining a team as exciting and dynamic as Elvie is truly exhilarating. Elvie’s blend of exceptional technology, talented people, and focus on championing women’s health made this an opportunity too good to pass up.

“The sheer potential that Elvie has to develop and expand is incredibly impressive and I can’t wait to get stuck in.”