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BACKGROUND

About

I started in customer acquisition at Google and OVO Energy, moved into brand and go-to-market leadership at Fora, and have since taken on broader commercial roles spanning marketing, sales, service operations and P&L management.

That breadth means I can look across the commercial organisation to find where a revenue problem is really coming from, rather than assume it belongs to one function.

Sam Gregory

Calm, analytical and independently minded, I question assumptions, look beneath the obvious problem and bring clarity to complex situations. I’m collaborative in how I work, but I also care a lot about quality, logic and consistency.

I’m particularly drawn to businesses with a distinctive proposition, where the customer experience spans digital, physical and human interactions. Those businesses create more places for the promise and the reality to drift apart, and more value in making sure the different parts of the organisation work together.

I care about doing what I say I’ll do, continuing to learn, and holding a high bar for the work.

I studied Psychology at the University of Edinburgh, which has turned out to be reasonable preparation for a career spent working out why people do what they do. I live in London with my family, and most weekends I’m out on a bike.

Roles

  • 2025–presentIndependent Commercial Leader · SJG Ltd
    • 2025–2026Interim Chief Growth Officer · Doctor Care Anywhere plc
    • 2025Fractional Chief Growth Officer · Hometouch
  • 2023–2025Chief Marketing Officer · Embla
  • 2023Commercial and Marketing Consultant · Independent
  • 2021–2023Marketing Director · Caura
  • 2017–2021Head of Growth · Fora
  • 2016–2017Director · Impact Labs
  • 2014–2015Head of Customer Acquisition · OVO Energy
  • 2007–2014Commercial roles, latterly Industry Manager · Google