Sirma is the Chief Executive of the Meat Industry Association (MIA) which represents red meat processors, marketers and exporters. The MIA provides a collective voice for the red meat industry interfacing between industry and government across a range of issues including policy formation on economic, trade, market access, biosecurity, industrial relations, compliance costs, environmental and animal welfare matters.

Sirma has an extensive knowledge of government processes and trade policy along with significant trade negotiations experience. She has represented New Zealand at international organisations including the World Trade Organisation and the Asia Pacific Economic Cooperation.