Business is transforming.
I help organisations navigate change: aligning strategy, people, and marketing so transformation actually sticks.
I’m Samantha Andrews, a senior leader with 24 years of experience shaping strategy, marketing, and transformation in complex, global organisations. My career began in marketing, but my work has always been about more than campaigns- it’s about galvanising people, building strategies that cut through complexity, and making change real.
This site is where I share my perspective on how businesses can rethink marketing, lead transformation, and embrace the messy middle of change.
You’ll find my background on the Experience page and my latest thinking on the Blog.
Looking for a senior leader to drive transformation? Let’s talk.
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.
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.