Samantha Tesfamariam

Sam champions the transformative power of creators and communities in building brand loyalty and driving business growth.

As Head of Culture & Entertainment at Diageo GB for over a decade, Sam and her team have spearheaded some of the most culturally defining campaigns across the company’s iconic portfolio.With 18 years of experience leading communications for major consumer brands across Europe, Samantha knows that brand success thrives on genuine consumer connection.

Her unwavering commitment ensures brands not only engage authentically with their audiences but also gives back to the communities they are a part of.