Sam is Senior Digital Performance Manager at QA, where he leads organic growth, content strategy and digital performance across the organisation's training, apprenticeships and technology portfolios.
With more than a decade of experience spanning SEO, digital marketing, content strategy and analytics, Sam has held senior roles at QA, Omniplex Learning and Sainsbury's Digital, Tech and Data. His career began in content and journalism before evolving into performance marketing, combining data-driven analysis with audience-focused storytelling.
Sam specialises in translating market trends, industry research and performance data into actionable insights, helping organisations understand emerging developments in technology, skills, AI and workforce transformation. He works extensively with marketing analytics, search demand data and industry research to identify trends shaping the future of learning and work.
He holds a BA in Journalism from the University of Bedfordshire.