Samantha is a Principal in the San Francisco office with over 15 years of consulting experience in business and strategy as well as organizational change enablement, marketing and communications. Samantha is passionate about helping clients understand their customer deeply and to see their purpose in the world from their customers’ perspectives by discovering the functional, emotional and social benefits and outcomes their customers seek to fulfill their jobs to be done.
Samantha has advised clients across many industries including: Consumer Goods & Services; Finance, Healthcare; Life Sciences; Media & Entertainment; and Non-profit. Samantha has helped clients understand their whole ecosystem to develop go-to-market competitive strategies for brands, products and customers alongside using human-centered-design to create coherent generational innovation and renovation product pipelines. Samantha previously spent 10 years as a biomedical scientist and particularly brings this knowledge and understanding when working with clients in the health, nutrition and wellness space.
Prior to joining Pariveda, Samantha spent most of her career running her own consulting company and was a communications and science director for a commodity information bureau for 5 years. Samantha was also a founding member of the Sports Medicine and Science Leadership team for the English Institute of Sport changing the service delivery model for elite athletes in the UK, helping them move from 10th place in the Olympic medal table at Sydney 2000 and Athens 2004, to 4th at Beijing 2008, 3rd in London 2012 and an astonishing 2nd in Rio 2016.
Samantha is also a writer, editor and coach. She has published three books, more than 50 academic papers and over 150 magazine articles on topics concerning health, nutrition and exercise and coached many individuals, including Olympic and Paralympic medalists and World record holders. Her latest coaching endeavor is teaching skiing at Northstar in Tahoe.
Samantha received her PhD in Biomedical Science from Cambridge University, UK, and her MSc and BSc degrees from London University and later went on to earn an Executive MBA from Cass Business School in London, UK. She is a Fellow of the American College of Sports Medicine and the UK’s Royal Society of Medicine.
Samantha is an Outdoor Emergency Care Technician and volunteers as a patroller and emergency responder in the Tahoe area, recently working with the Wounded Warrior Project.