Sam Williams


Sam has 20 years’ board level experience of strategic planning to achieve organisational goals.  Coming from a finance background, she brings to Barley a love of data and strong analytical skills and is passionate about developing communications strategies to deliver maximum impact and return on investment.

Prior to setting up Barley Communications with James Ford, Sam spent 15 years as an Executive Board Director at Grayling, firstly as Finance Director and then as COO.  She led the commercial relationships with key clients including British Airways, Diageo and Marks and Spencer.  Whilst operating as Trimedia, Sam led the company’s award-winning employee engagement and internal communications programme, taking the company to the Sunday Times Top 100 Small Companies to Work For in three consecutive years.

Sam leads Barley’s work for the environmental charity Hubbub, delivering high profile behaviour change and sustainability campaigns including food waste campaigns Pumpkin Rescue, Cook Something Grand and Travellers Check and the Square Mile Challenge to tackle coffee cup recycling.  Sam also developed and led the #MatchFitWoman campaign for the World Heart Federation and the launch of the Family Stability Network’s Love, Lust and Loneliness report into young men and relationships.

Sam has a passion for food – she blogs for Jamie’s Food Revolution and her work with Casserole Club led her to contribute to Hubbub’s Gift of Waste Cookbook.  She also campaigns for equality and runs Equal First, a women’s networking group.