SARAH JORDAN
Sarah Jordan is a purpose-driven, innovative leader with experience as a private equity CEO, bank executive, strategy partner and board member with deep expertise in consumer retail & financial services, customer & employee experience, value creation & growth. She is an early investor in women’s sports and a respected voice in the sports community in Canada.
She is an owner in AFC Toronto, the city's first professional women's soccer team. AFC Toronto made history, winning the Supporters’ Shield for finishing top of league during the inaugural regular season of the Northern Super League.
She is also board member at the Canada Soccer Foundation, the official governing body for soccer in the country. Its mandate is to oversee the growth and development of the sport, from grassroots to high performance, on a national scale. Canada is currently a co-host for the FIFA Men’s World Cup in 2026, advancing to the round of 16 for the first time. Recently, the Foundation’s “Canada Rising” campaign surpassed $25 million in gifts and commitments, turning the once-in-a-generation World Cup moment into a lasting investment in the future of soccer in Canada.
Sarah is currently a Deals Partner with PwC Canada, where she specializes in midmarket portfolio companies and private equity funds. Previously she was the CEO of Mastermind Toys, the country’s largest specialty toy and kids’ bookstore where she transformed the retailer into Canada's Authority on Play. She inspired a digital reinvention, created a private label line of bestsellers, and elevated the brand to a purpose-driven culture. Under her leadership, Mastermind Toys was recognized as one of Canada's Best Managed Companies and was named Canada’s Brand of the Year.