CIAO, i'm sam


Journalist by degree, storyteller by passion.

I'm a well-travelled fashion, beauty and lifestyle editor with 9+ years of digital content experience. During my international career, I have worked as a fashion & beauty editor (and digital strategist) at brands including ghd, Reiss, Unilever, Harper’s Bazaar Arabia, Hello! and Grazia Magazines in the Middle East.

Now based in London, I specialise in creating commercially-minded content with a story-led narrative. I'm well versed in best-practice digital content rules and know how - and when - to challenge them.

In 2014 I created Dubai's first salon-booking app, BEEM, (now sold as of Sept 2016) after seeing a gap in the women's grooming market, an adventure that allowed me to develop skills that only entrepreneurship can offer.

My skills include:

- Content Production
- Content Strategy
- Creative Strategy and Direction
- Editorial Strategy and Execution
- Communications Strategy
- Social Media Management
- Copywriting


Harper's Bazaar Arabia / Grazia Magazine / Stylist Magazine / Unilever / Reiss / ghd / Harvey Nichols Dubai


Cosmopolitan Magazine Middle East / Entrepreneur of the Year / 2015

(Founded BEEM, a beauty salon-booking app in 2013, app now sold)