About Sam…

I believe the secret to fulfilment is to do things that would thrill your 12-year-old self. I have always nourished the inquisitive child in me by asking why? This drove the elders in my life crazy but has focused my strategy in my professional career by unpacking the reason behind a brand moment rather than just doing something as it’s always been done.

I was brought up in Birmingham by a working-class family which shaped my work ethic and drive to succeed. A natural chameleon in any environment which I owe to my love for golf and the people I have met playing that wonderful sport. You can learn a lot from a round of golf: patience, focus and perception. It keeps you humble, hungry and appreciative of every win and teaches you to not dwell on the losses. You can’t talk yourself up too much because a shank is always around the corner to bring you back down to earth. Are you starting to see the similarities yet?

Outside of work, I still play golf when I can, get out in the countryside on my bike, attend live music events and lift weights as often as I can. This may seem like the memoirs of an athlete but I do it all to sustain my love for food and good beer!