As VP of Client Strategy & Activation at Pure Branding, Samantha works across research, brand strategy and client leadership, bringing a commercially grounded perspective to the questions that shape how brands position themselves in the market.
Samantha joined Pure Branding in 2021 with a deep background in digital strategy and account leadership. Since then, her role has evolved alongside the agency, with an increasing focus on helping clients make sense of complex market dynamics and translate research into clear strategic direction. She brings a particular ability to connect what research reveals with what a brand can credibly and meaningfully do about it.
Before Pure Branding, Samantha spent a decade at AMP Agency, a national full-service digital agency, where she was a founding member of the digital analytics team and helped scale the capability across the country.
In 2019, Samantha left the traditional agency world to focus more intentionally on the health and wellness category. She founded The Well-Minded, a consultancy built around insight-driven strategy, working with a wide range of clients including The Vitamin Shoppe, Vertex and emerging supplement brands. With a shared personal interest and commitment to the nutrition industry, she found a natural home at Pure Branding.
When she is not at her desk, Samantha is practicing yoga, foraging in her backyard or being tackled by her young sons.
