Head of Global Commercial Markets Intelligence at Electronic Arts
Previous to EA, Samantha held a number of Commercial, Marketing and Category roles within Unilever, Birdseye and GlaxoSmithKline. As of this year, Samantha has been appointed to head up the Commercial Markets Intelligence Team, where she is responsible for delivering commercial intelligence and strategy.
Samantha is passionate about diversity, inclusion and raising the profile for underrepresented groups in EA and the video games industry. She played a lead role in EA becoming a founding partner of Ukie’s #RaisetheGame pledge, through driving the delivery of the pledge and continuing to promote the pledge’s objectives to create a more inclusive video games industry. Samantha also championed EA as a sponsor of MCV’s Women in Games awards and within EA, Samantha is a European Chair of EA’s Employee Resource Group for women, Women’s Ultimate Team (WUT).
Alongside her roles at EA, Samantha sits on the board of Ukie, the trade association for the UK’s games and interactive entertainment industry. As a board member, Samantha is involved in raising the profile of the UK video games industry, tackling issues that arise, promoting D&I initiatives, and driving continued growth and opportunity for this innovative sector.