A Director selling shares is always bad for confidence and...

A Director selling shares is always bad for confidence and integrity.

A Director selling shares in a company whose leadership she has been campaigning for over six months is worse.

And a Director making the same sale above hours before an announcement that will halve the share price is just inconceiveable. (and on the same day of the Investor update to the market!).

Finally, if a Director is in such bad shape financially that in spite all of this they desperately need what we could reasonable expect is a small sum ($40k?) for a successful senior businessperson, and make the sale anyway, then expect nothing but scorn from the market.