About Sam in his words

I’ve spent most of my career trying to figure out new, fun and interesting ways to understand and leverage audience behaviour on new media platforms. I managed to get a Gen Y audience to carry on watching TV, flew 1000 influencers to an island for a Bacardi party in 2011; and more recently I helped grow a successful ad agency out of a media business, by creating smart tools and ways of thinking about how Gen Y feel about brands. The red thread that connects the dots in my career is a passion for music and sport, and the way cultural talent can be leveraged to connect brands to audiences in a shifting media landscape. I’m also a failed actor but a really good cook. Avid fan of Chelsea FC.


May 2018 - Present

Freelance Strategy Consultant

Best of Britain -
Leading digital creative and media strategy for the country's biggest campaign to stop Brexit.
Empirical Spirits -
Brand definition + go-to-market and digital comms strategy for the most exciting new companyin the drinks industry, founded by the brains behind Noma - the world's most famousrestaurant.

VICE Media: 2015 - April 2018

Strategy Director, VIRTUE

Having started as a Senior Strategist across our media and agency businesses, I was promoted to joint head of department after 10 months in the job. I now lead a team of strategists and data analysts and focus on developing strategic partnerships on key client accounts for VICE’s agency business, VIRTUE. 


  • Desperados Clubhouse - Worked with key influencers across UK club and dance music scene to give the spirit of UK Clubland a new home across social, experiential and ATL. Post-campaign analytics made Clubhouse the most successful ever campaign for Desperados UK (55% increase in brand awareness, 97% positive brand sentiment, 85% completion rate).


  • VF Group - Grew strategic partnerships across VF Group’s portfolio. Starting with a small project for Timberland, redirecting the lens of the brand through urban fashion photographer influencers on social, I grew the relationship to deliver £4.5m annual revenue. The VF portfolio is now the biggest revenue driver for VIRTUE UK, including flagship brand The North Face and Napapijri.


  • Built a new VIRTUE approach to brand and media strategy, leveraging VICE audience data and analytics, and boosting revenue streams on global retained clients including Lululemon (by 17.2%) and Chanel (by 15.7%).


  • Worked with strategy directors across EMEA region to develop Big Social, a proprietary social media tool that places a campaign in the hands of handpicked influencers from across the VICE network. This has delivered a unique blend of cultural credibility and reach at scale for Coca-Cola, amongst others.


  • Developed a suite of proprietary insights and consultancy products to monetise client relationships beyond the typical agency-client relationship. These have been instrumental in

    pivotal pitch wins including Goose Island and Huawei, and diversified our agency offering into a genuine full service marketing consultancy and creative partner for Gen Y audiences.



venturethree: 2013 - 2015

Senior Strategist

  • NOW TV - Led end-to-end brand invention and positioning for a new TV subscription service in a post-YouTube world. Delivered over 1m predominantly Gen Y subscribers in 2 years for parent company, Sky.

  • Sky - Campaign strategy for Sky Cycling, getting over 10m people back on their bikes by 2016. Brand positioning for new Sky Q system, delivering a record 1.3% reduction in churn vs customer acquisition.

  • Transferwise - Brand, launch and comms strategy to drive trust and consumer acquisition for one of the world’s fastest-growing FinTech companies. Social-based marketing strategy helped to deliver growth of 150% ($100m in revenues in 2016-17).

Mr President: 2011 - 2013


  • Bacardi Global Brands - Supported strategy across BGB Digital accounts, including campaigns for Bacardi (Untameable, Bacardi Triangle), working with global music influencers to create a world 1st party experience on an island in the Bermuda Triangle.

  • William Hill - Developed and implemented a category first ‘gameable idents’, driving lapsed and dormant customers online to bet on the outcome of an advert.

BBH Homegrown: September - December 2010

  • Barclays & Barnado’s - Assisted on strategy for two long standing BBH retained clients, helping to deliver a Marketing Society Award for a paper about the future of social.



  • LLB in Law - University of Law, London

  • BA & MA (Hons), English Literature (2:1) - University of Edinburgh

  • A Levels (3 x A English Lit, Italian, Theatre Studies) - St Paul’s School, London

Screen Shot 2017-09-13 at 17.01.15.png