Creating brands that build a collective conscience and stand for greatness.
Sam brings innovative ideas that have proven to shift and grow businesses.
Sam creates strategies with clear intention and a thoughtful, holistic approach. Her brand building method is rooted in understanding the customer and defining the core purpose to develop result-oriented plans.
Sam specializes in building brand strategies and marketing plans for products in the wellness, fashion and beauty industries. She is a business leader who brings equal parts creative and analytical expertise to drive high acquisition and converting campaigns. Sam has expert knowledge of maximizing the performance digital + offline marketing channels and specializes in B2C and e-commerce. She spent 15 years in marketing leadership roles with lululemon, Saje Natural Wellness and AG Hair, and advertising agency IF.
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, and a track record of business performance, building dedicated teams and proven success.
VALUES
authenticity | freedom | achievement | positivity | play | connection
Sam is a seasoned brand builder and cult brand creator. She is driven to create brands with soul that inspire and delight.
Sam Co-Founded Better Basics, a DTC consumer product company dedicated to reducing plastic in the personal care industry. Sam developed Better Basics after learning that only 9% of the plastic we recycle actually gets reused. She experienced the frustration of trying to reduce plastic waste and wanted to make it easier for busy people to make a better choice. Better Basics has a line of eco-friendly reusable and refillable home and personal care products, designed with the highest sustainability and natural standards. Sam leads the strategy, product development, brand, marketing and sales.
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.