Sam has over 20 years of experience in financial PR, corporate communications, and marketing, working across Sydney and London.

Starting her career as a corporate lawyer, she developed deep expertise in issues management, corporate reputation, and project leadership, before moving into strategic communications.

Sam has advised leading financial services businesses across private credit, private equity, asset management and retail wealth management, helping them shape their market positioning and build their brand narratives. At Honner, she has played a critical role in managing complex reputational challenges, providing strategic counsel on high-profile issues, and guiding firms through changing market dynamics. Her experience spans both institutional and retail segments, including work in fintech, digital assets and emerging investment technologies.

Before joining Honner, Sam spent a decade at AMP, where she led major customer experience and marketing initiatives, including the rollout of AMP’s ‘Spark’ logo and the launch of an internal marketing platform for a network of over 2,500 financial advisers. She has a proven track record of building integrated internal and external communications strategies that connect brands with diverse audiences, from institutional investors to retail clients.

Sam holds a Bachelor of Laws (Honours) and Bachelor of Business (Marketing & Accounting, Honours) from Queensland University of Technology, as well as a Diploma in PR (Distinction) from the London School of Public Relations.

Outside of work, Sam enjoys exploring food markets, cooking, and long walks with her family and their dog.