Creating brands that build a collective conscience and stand for greatness.
Sam creates innovative ideas that propel businesses.
Sam is a strategic growth officer, entrepreneur, teacher and brand builder. Her brand building method is rooted in understanding the customer, defining their unique needs and creating plans that achieve performance.
Sam has spent 20 years building cult-favourite brands, lululemon, Saje Natural Wellness and AG Hair, and is the owner of DTC startup Better Basics. She has spent equal time fuelling aggressive new market-growth, as she has rebalancing budgets and building from the ground-up on a bootstrapped budget. She is a strategic operator, creative thinker, and team motivator.
She is driven to make a positive impact on the world and cares greatly about promoting products that improve the health + wellness of people and planet. She is passionate about supporting and mentoring young folks in business, and currently teaches brand, product and marketing at the SFU Beedie School of Business.
Sam has won numerous awards and accolades for her work, including Business in Vancouver’s Top 40 under 40, Techstars Class of 2023, Canadian Health Food Association’s Laundpad Finalist 2024, and was a finalist at M51 Founders Lab, Coralus and Spring Impact Investor Challenge.
Samantha has an MBA from Sauder School of Business at the University of British Columbia, a BA from McGill University.
VALUES
authenticity | freedom | achievement | positivity | play | connection
After experiencing the hardship of losing her parents to cancer, Sam became a passionate advocate for holistic health and sustainability. She is a certified yoga teacher and wellness enthusiast, fascinated by the strength and fragility of the human body. She is a believer in leading a holistic lifestyle of nurturing food, activity, rest, minimal + simple consumption, and the pursuit of what ignites your passion. Sam is on a mission to create better products for the world and make holistic health + sustainability more accessible.
She resides in North Vancouver, BC with her husband Darren of Magnafire Media, son Shay, daughter Ayla, and cat Millie.