All About Sam
Hi there! I’m Sam, All About Food’s Category Director. I have the privilege of leading the AAF category team to partner with our fantastic brands and retailers as the voice of the category and the consumer.
I joined All About Food in 2011, shortly after completing a Masters in Social Research Methods and Statistics. Since then I’ve seen the business go from strength to strength, delivering differentiation and growth with our partners. I created our category function from the ground up, working with all of our brand partners, retailers and categories. During this journey we’ve grown into a broad-based category team which draws on a rich history of insight, knowledge and experience which sets our organisation apart.
During two secondments to our partner organisations in Australia and North America I’ve been able to share our category expertise and best practice in other markets.
What I Love About Working at All About Food