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Sam has been developing my expertise in kids & families for over 25 years and is as passionate about understanding kids, teens and their parents as she is about connecting brands with this complex demographic.
As Insight Director at SuperAwesome; the kidtech company powering the kids digital media ecosystem and keeping kids safe online, Sam uncovers provoking, data driven thought leadership to help inform marketing decisions and ground SuperAwesome’s expertise in the kids’ market. As a qualitative practitioner she has been lucky enough to work with a plethora of wonderful global kids brands working with families, children, young people and significant adults to shape innovation and strategy.
A mum of 2 girls, Sam also has a keen interest in the educational sector as a school governor and forest school teacher, helping children learn how to take risks and build self esteem. This 360 view of kids and families in both the commercial and real world enables her to deliver grounded and inspiring insight.