Hello, I’m Sam

I've spent more than 15 years in design and creative leadership. I started as a graphic designer, then went on to build and lead in-house creative teams.

My favourite part of any project is the beginning, when a team or business is working out what it needs next. I love bringing clarity to that moment, setting a clear direction, and building the team and processes that turn a good idea into work people are proud of.

"How do we make it easier for people to do their best work?"

MY APPROACH

High trust, high standards

Clear expectations, honest feedback and the freedom to make decisions. That's how people do their best work.

Making sense of complexity

I enjoy asking why things are done the way they are. Looking at people, creative work and operations together usually shows the simplest way forward.

Structure that frees people up

Clear briefs, workflows and priorities give a team the confidence and capacity to focus on the work itself.

Building capability

Success, for me, is a team that grows more capable and confident with every project.

KIND WORDS

From the people I’ve worked with

"Discuss, organise, plan, action. Sam has been integral to the Creative Ops department, implementing ongoing discussions to improve how we work, collectively and as individuals."

Emily · Colleague · Baillie Gifford

"Sam's first three months have been a large part of the reason my enthusiasm for this job has found a new footing. Her approachable personality, her proactiveness in streamlining our processes and her desire to shake up old routines make me genuinely excited to see
where the department goes next."

Lewis · Direct report · Baillie Gifford

“Sam - thank you for your encouragement and inspiration this year, the many problem-solving brainstorms and the way you recognise all our individual strengths. Feeling your support behind me makes me excited for what we'll tackle together in the new year!”

Rachel · Colleague · APS at Aegon

"Sam has made a huge difference to our business, from strengthening our branding and marketing to transforming how we work with AI. I knew a little about what AI could do, but completely underestimated the impact it could have. Sam took the time to understand how our business actually works and implemented practical systems that have saved us hours of admin, freeing us up to focus on our work, our clients and growing the business. Her support has helped us grow faster than we’d expected. For a busy, hands-on business like ours, having someone who sees the opportunities and makes them happen has been invaluable."

Ali · Client · Carlyle Construction

“I never thought I’d pick up my drawing tablet again, but after our creative sessions I felt a sudden surge of inspiration. I even mustered the confidence to look back at work I’d questioned, and in hindsight it was pretty cool. It feels good to be drawing again.”

Martin · Direct report · APS at Aegon

Experience

  • Nov 2022 - Oct 2026

    Creative Services Manager, Events & Marketing

    Lead a multidisciplinary team across marketing, events and internal communications. Own creative quality, workflow and team development. Supported a major brand refresh and lead the team's adoption of AI-enabled ways of working.

  • Aug 2020 - Nov 2022

    Head of Creative Studio

    Grew the in-house studio to ten people across design, artworking, video and account management. Directed creative across campaigns, launches, internal comms and brand. Led the WCAG AA transition and set up in-house videography.

  • May 2015 - Aug 2020

    Senior Creative Designer

    Delivered integrated marketing and brand communications across channels, developing concepts with stakeholders.

  • Jan 2026 - present

    Growth & Marketing Strategy Consultant

    I help small, owner-led businesses grow with marketing they can run themselves. Projects cover brand and positioning, audience insight, content planning and lead management. I set the strategy with the owner, then build the practical tools and training that let their team carry it forward with confidence.

  • 2013 - 2015

    Graphic Designer at Designworks, Dobbies Garden Centres and Teviot Creative. Co-owner of Take Root Designs (2014–2022).

CREDENTIALS & COMMUNITY

  • BA (Hons) Graphic Design, Edinburgh Napier University

  • EMCC Foundation, Coaching and Mentoring
    (in progress)

  • Shortlisted, Inside Out Awards
    (Aegon in-house team)

  • Member, In-House Agency Leadership Club and Inside Out

  • Mentor to colleagues; former school mentor with MCR Pathways