Samuel holds a Bachelor of Design in Visual Communication from Monash University and an MBA in Brand Management under the guidance of Professor Mark Ritson. His approach is grounded in research, strategic thinking, and intuition. He excels at uncovering the essence of a brand and leveraging its unique qualities to forge deep emotional connections with audiences.
Samuel has spearheaded numerous high-impact campaigns and projects guided by creativity, strategy, and thoughtful execution. Most recently, his leadership roles at Song for the Mute ensured seamless integration across business pillars and creative teams, driving measurable success:
Song for the Mute: Led marketing initiatives that resulted in a 35% increase in brand engagement and a 50% rise in e-commerce sales within the first year
Adidas Collaboration: Managed high-profile collaboration projects, achieving a 60% increase in social media following and a 100% e-commerce sell-through
Working alongside leaders in the luxury fashion industry, Samuel has contributed to industry discourse through publications, guest speeches, and as an associate writer for Neue Luxury and Underscore Magazines. His thought leadership is characterized by depth, practical application, and foresight. Significant milestones include:
Guest Speaker at Australian Fashion College (2024): Shared strategic insights and career achievements with students and emerging professionals
Hypebeast 100 (2022 and 2023): Song for the Mute recognized for influential contributions to the industry
2019 GQ Brand of the Year: Song for the Mute was honoured for exceptional brand development and market presence
Samuel is dedicated to sharing his cross-functional knowledge to assist businesses and individuals in navigating the constantly evolving landscape of brand marketing and managing the pressures it imposes on businesses. He focuses on uncovering a brand's essence through creativity, leveraging advanced tools to enhance operational efficiency, and ensures innovation can remain at the forefront of a brand’s success.
Highlights
Experienced in luxury brand activities across marketing, press, communications, and creative disciplines
Detailed experience across strategy, budgeting, campaign management, digital channels, content, analytics, and reporting
Cross-functional brand, marketing, communications, press and creative generalist
Managed brand marketing processes between ecommerce, retail, design, and production business pillars
Past Experience
2022 – Current (Song for the Mute, Full-time Marketing & Communications Manager) AU, GLOBAL
Strategise, produce, execute, and report on multi-channel marketing campaigns that resulted in year-on-year revenue growth. Develop briefs and manage wholesale, retail and collaboration campaigns and activations.2016 – 2022 (Song for the Mute, Digital Marketing & Communications Consultant) AU, GLOBAL
Owned, led, developed, and reported on digital marketing campaigns resulting in positive ROI. Develop and manage promotional calendars and align all digital touch-points to ensure brand consistency.2011 – 2022 (The White Directory, Director/Brand Marketing Consultant) AU, NZ, EU
Create and run a business that executes multi-layered marketing, design, retail, ecommerce, and photography projects. Develop relationships with clients across fashion, culture, beauty, and the arts.
Education
BA Design (Visual Communication), Monash University
MBA (Brand Management), Mark Ritson/Marketing Week