Sam leads a number of Gain Theory's client relationships with a focus on Retail, FMCG and Financial Service Provider sectors. Over the past nine years he has worked in a number of roles in marketing effectiveness companies.

He has first-hand experience working on-site helping business insight teams to interpret and embed analytics results and has worked with industry bodies to help shape advancements in marketing effectiveness methodologies.

Sam is a published author in Marketing and AdMap magazine having written several articles around the subject of marketing mix modelling, outdoor advertising and the balance of magic vs. logic when making marketing decisions.