A founding member of ICC Sydney’s leadership team, Sam developed the communications and marketing strategies that have resulted in establishing one of the business events industry’s strongest brands.
Storytelling, building emotional connection and strong stakeholder engagement have been core to ICC Sydney’s successful brand development throughout its pre-opening, launch and operational phases.
Sam steered the venue to major communication accolades including Best Business to Business Campaign at the Public Relations Institute of Australia (PRIA) National Golden Target Awards, PR Asia B2B Campaign of the Year and the UFI Sustainable Development Award 2020. Sam contributed to ICC Sydney’s 25 awards in its first year of operation, with over 60 awards being won to date.
As a champion of sustainability and social justice, Sam founded ICC Sydney’s industry leading Legacy Program, Corporate Social Responsibility (CSR) Plan and Reconciliation Action Plan. She leads the venue’s CSR Steering Committee and is chair of ICC Sydney’s Reconciliation Action Plan Working Group that is committed to fostering acknowledgment of Australia’s First Nations people.
Industry participation includes the founding of and ongoing participation on the International Association of Convention Centres (AIPC) Future Shapers Taskforce, participation on the EEAA Sustainability Committee that was responsible for establishing the Sustainable Events 2030 pledge.
Proactively shaping Sydney, Sam participates on several city advisory groups including the Sydney Business Events Coalition and New Sydney Waterfront Company, advocating the benefits and impact of business events to city shapers, influencers and decision makers.
A passionate brand ambassador, Sam is an integral part of ICC Sydney’s world class team in delivering extraordinary experiences for clients and patrons and positive outcomes for the Sydney community.