Sam is an emerging leader in the Consumer Goods industry. Currently a Senior Brand Manager at General Mills, Sam heads up Häagen-Dazs UK, a business he has led to record levels of growth and market share. Prior to this, Sam led a major transformation of General Mills’ Adult Yogurt UK business, driving the financial performance of the portfolio to its highest levels in recent history.
Sam has also managed Green Giant, Betty Crocker and Jus-Rol at General Mills and Gillette and Oral-B at Procter & Gamble in Singapore, which is where he started his marketing career. Before moving to Singapore, Sam studied at the University of Sydney Business School, graduating 1st place in Marketing and with additional majors in Psychology and Management.
Sam is a pioneer of the new and different. He is a founder of the General Mills UK Innovation in Activation Lab, a centralised innovation function that systematically trials food marketing firsts. Previous trials include Häagen-Dazs Now, the UK’s first ice cream on demand service delivering to outdoor geo-locations, as featured in Forbes.
Sam is also passionate about purposeful leadership. Indeed, he transforms beyond-the-horizon possibilities into realities by unlocking the stretch potential of people, brands and businesses. Sam does this through a charismatic, yet humble and reflective, leadership style, unwavering resilience and an infectious ‘get up and go’.
In his downtime, Sam enjoys Zen meditation, backpacking around Europe, snowboarding and scuba diving.
