Sam Williams

Sam has over 25 years’ board level experience of strategic planning to achieve organisational goals. Coming from a finance background, Sam brings to Barley a love of data and strong analytical skills. She combines this with a keen interest in human behaviour to develop brand and communications strategies that deliver maximum impact and return on investment.

Sam has been able to channel her passion for the environment and social justice through Barley. She provides senior counsel that has shaped Barley’s award-winning work for clients including Hubbub, Borough Market, Barnardo’s and NLWA. Key to the success of the strategies Sam devises is a keen understanding of audiences, their motivations, interests and barriers to change.

Sam is adept at negotiating routes to successful collaborations between multiple stakeholders – often with diverging objectives. She has been the driving force behind successful integrated campaigns covering issues from improving recycling, access to food and digital inclusion to women’s participation in sport and relationship education for young men.