Helping leaders navigate transformation with narrative, alignment and a calmer path forward.
Hi, I'm Samantha. A transformation and strategic communications leader who helps global organisations cut through complexity and move forward with purpose.
For the last 24 years, I’ve worked at the intersection of change, narrative, M&A integration, operating-model alignment and leadership communication.
My background started in journalism (hence the obsession with clarity) and evolved through global marketing, transformation and organisational alignment roles across technology, travel, financial services, cybersecurity, manufacturing and sustainability.
If you care about structure, governance, and bringing people with you and less about chaos, guesswork and “let’s build the plane as we fly it,” then you’ve landed in the right place.
Here you’ll find the thinking, frameworks and reflections that shape how I work — and the honest truth about what it really takes to make transformation land in large, complex organisations.
The Messy Middle of Transformation: Hard Lessons That Make The Work Actually Work
Transformation isn’t a straight line. Behind the strategy decks lies a messy middle of power shifts, compressed timelines, and cultural fault lines. Here’s what I’ve learned as a leader about navigating both the opportunity and the instability.
Understanding Strategic Account-Based Marketing
If you’ve ever wondered what ABM really means, you’re not alone. It’s one of the most searched questions in B2B marketing, and one of the most misunderstood.
Strategic Account-Based Marketing isn’t a campaign or a technology trend. It’s a business methodology, a way of aligning sales, marketing, and customer success around the accounts that matter most. In complex B2B environments, where buying decisions involve multiple people, shifting priorities, and long cycles, ABM helps organisations focus on what truly drives growth.
At its best, it delivers the three things every business needs: revenue, reputation, and relationships. It measures success not by activity or volume, but by clarity, alignment, and impact across teams.
This short explainer breaks down how people really buy, what ABM is in practice, and why it’s become one of the most powerful tools in modern B2B growth.
Why CMOs Must Build a Sustainability Marketing Arm
Sustainability is probably one of the biggest issues of our times.
No matter where you are in the world, you can see the changes around you, whether it’s in regulation, supply chains, customer expectations, or simply the environment we live in.
And yet, when I look at how organisations handle sustainability, I see one function missing far too often: marketing.
That’s what led me to write my latest white paper. Marketing owns reputation, storytelling, and trust- all of which are now inseparable from sustainability.
If procurement teams and customers are demanding sustainability credentials before they even consider price or product, marketing needs to be at the table. Not with spin, but with substance, helping companies turn sustainability into growth, differentiation, and stronger relationships.