Samantha L Fay

Awards night Tuesday 14th November Grosvenor House, London


Sam has over 20 years’ experience marketing high profile entertainment brands including Guinness World Records, LEGO, and Electronic Arts. She is passionate about marketing, often describing it as ‘the best job in the world!’.

During her tenure at Guinness World Records, she took the company from a single book to a global multi-faceted brand and digital IP and opened the first USA office as Managing Director, building a global marketing team and offices across six locations.

Her favourite record-breaking moments over the years have included meeting the Queen and sharing the lawn at the White House with Michelle Obama!

She joined Layered Reality and the world of immersive entertainment in January 2023 as their first Chief Marketing Officer directing the brand, marketing, PR, digital and communications programme for Jeff Wayne’s The War of the Worlds Immersive experience and The Gunpowder Plot in association with Historical Royal Palaces and based at the Tower of London.

Sam is an experienced keynote speaker and has delivered sessions on brand and marketing at various prestigious industry events including Cannes Lions, Festival of Marketing, D&AD Festival, Festival of Media, the China International Advertising Festival and the World Economic Forum in Davos.

She is also a regular on judging panels and sits on the jury for the European Sponsorship Awards, UK Content Awards, WARC Media Awards, Global Trends, PR Moment Awards, PRCA Awards, the Brand Film Festival and of course the Lloyds Bank British Business Excellence Awards 2023.