Currently leading the marketing team at Direct Line Group, Sam is spearheading a transformation that challenges it’s brand, performance and CRM marketing strategy following recent disappointing trading performances. This includes building and implementing the group’s data driven marketing capability that will see DLG unlock customer data to enable new marketing opportunities throughout the marketing funnel.

Since joining the company in 2013, Sam has held senior marketing roles across the Direct Line, Green Flag and Churchill brands where, most recently, he led the Performance Marketing and trading teams where he transformed the Group’s approach to portfolio and commercial planning, operational effectiveness and CRM.

Sam is also recognised both internally and externally as a figurehead in the media industry, winning the MediaTel ‘Media Leader of the Year’ accolade in 2021 and entering the Campaign Power 100 as a top 5 newcomer in 2023.

His marketing experience spans 20 years in roles at a number of well-known brands and sectors including T-Mobile, IBM, Nuffield Health and eBay, is a non-exec Director of an online greeting card retailer and has been a long standing member of ISBA where he sits on the Executive Committee and is chair of their AV Steering Group and broadcast taskforce.

Sam lives in Biggin Hill in Kent with his wife and 2 children, Riley and Elsie.