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Sam Hicks

Sam Hicks

Sam is the Managing Director, UK at Whalar Group, a global creator company.

Sam is responsible for spearheading the company’s strategic initiatives, driving innovation, fostering collaboration, and unlocking opportunities for creators and brands in the UK market.

Sam brings an extensive background in driving business growth for the Creator Economy, supporting operational leadership and building company culture. With over 20 years’ experience in media, technology, content, sales and marketing, she’s has been at the forefront of developing commercial and business strategies, and innovation pilot programmes for global leading brands including 02, P&G, Nike, and Diesel.

Sam’s previous roles at Whalar included Commercial Director, UK, and more recently, SVP Account Management, EMEA, where she was responsible for developing and driving the commercial sales strategy in EMEA.

Passionate about people, culture, and technology, before joining Whalar, Samantha led Spotify’s account management teams across EMEA and APAC.