Can you tell us about your career journey so far? What first drew you to the retail industry, and how did you progress to your current role?

My career journey has been full of variety and opportunity. I was first drawn to the retail industry because of its energy, creativity and constant innovation, as well as the chance to work with talented, forward-thinking people. It’s an industry that never stands still, which has kept my career interesting and always evolving. Along the way, the challenges that come with working in retail have helped me build resilience and grow as a leader, stretching me both professionally and personally. Each role has given me the chance to learn, take on more responsibility and progress into my current position. That progression has come from staying consistently curious, working collaboratively, and learning from the fantastic mentors and teams I’ve been lucky to work with, who’ve played a big part in shaping my leadership journey.

Looking back, were there any defining moments, challenges, or opportunities that had a significant impact on your career path or leadership style?

One defining moment in my career was stepping into my first management role. It was both exciting and challenging, however, like many people, I experienced a real sense of imposter syndrome. At the time, that led me to question myself and hold back from being fully authentic as a leader. Looking back, that experience became an important learning moment. The leaders I’ve worked with since — and learnt from — have had a significant influence on my leadership style. Their guidance, trust and example showed me the value of leading as my true self, building confidence over time, and focusing on people as much as performance. Those experiences have shaped how I lead today and reinforced that leadership isn’t about having all the answers, but about learning, growing and bringing others with you on the journey.

As a leader, how do you foster a positive and inclusive work culture within your teams?

Creating a positive and inclusive team culture is a top priority for me as a leader. I focus on building an environment where open conversation is encouraged and people genuinely take the time to get to know one another. When individuals feel comfortable being themselves and confident to speak up, it creates trust and stronger collaboration across the team. I’m also a big believer in bringing positive energy into the workplace — being one another’s champion, celebrating successes both big and small, and recognising the contributions everyone makes. Just as importantly, I actively celebrate difference. I want teams made up of people with diverse backgrounds, experiences and perspectives, because that’s what drives better ideas, stronger performance and a more inclusive culture where everyone can thrive.

How do DEI initiatives play a part in your day-to-day work at Samsung?

DEI initiatives are an integral part of my day-to-day work at Samsung. For me, it starts with celebrating diversity. We actively want people from every walk of life to bring their unique perspectives and ideas to the table. It’s those different experiences and viewpoints that drive innovation and help us build stronger, more dynamic teams. Equality is a core part of how we operate. At Samsung, leadership puts teams at the centre of everything we do, ensuring everyone has access to the resources and support needed to succeed. I make it a priority that every member of my team is aware of what’s available and has access to the tools they need. If there’s ever something I’m unsure about, finding the answer becomes a top priority — because no one should be held back by a lack of information or support. And inclusion is embedded in how we work every day. We encourage open conversation and create an environment where people feel confident to speak up — whether they’re sharing successes, raising concerns, or challenging the status quo. We also make a point of celebrating success together, so everyone feels recognised and valued for the impact they make.

From your perspective, how is work culture changing across retail, and what progress are you most encouraged by, especially for women in the industry?

I’ve seen retail culture evolve significantly, and it’s really moving in the right direction. It’s shifting away from a traditional, top-down approach to one that values inclusion, collaboration, and flexibility. I’ve been fortunate to work in inclusive environments throughout my career, and Samsung has been a standout in championing that kind of culture. What I find most encouraging is the increasing number of women stepping into leadership roles. It’s not just about having women represented—it’s about creating real pathways for them to lead, influence, and shape the business. I’m also seeing a stronger emphasis on teamwork, where collaboration is genuinely encouraged across all levels. That kind of environment builds trust, drives better results, and makes work more rewarding. And finally, flexible working is becoming the norm, which is a huge win for work-life balance. It helps people stay in the industry and continue growing their careers.

For women who are earlier in their careers or aspiring to leadership roles in the retail space, what advice would you share based on your own experience?

For women who are earlier in their careers or aspiring to leadership roles in retail, my advice would be to stay curious, build strong relationships, and always be authentic. Curiosity is what keeps your ideas fresh and your mind-set open. Retail is constantly changing, and the people who thrive are the ones who keep asking questions, learning, and looking for better ways to do things. Don’t be afraid to explore different areas of the business—sometimes the most valuable insights come from unexpected places. Second, focus on building positive, open relationships. Collaboration is everything in retail, and your ability to work well with others will set you apart. Take the time to connect with people across teams, share ideas openly, and create an environment where everyone feels valued. Strong relationships make work more enjoyable and lead to better outcomes. Finally, be authentic. When you’re comfortable being yourself, you bring your best self to work. People can sense confidence and honesty, and that kind of presence naturally builds trust and influence. Don’t try to fit into a mould—bring your unique perspective and strengths to the table. If you stay curious, build meaningful connections, and lead with authenticity, you’ll not only grow your career—you’ll inspire others along the way

eTail UK are thrilled to announce that Samantha will also be speaking at the conference in June 2026. Retailers and Brands now go free, register today!