Chief Marketing Officer, Layered Reality (Elvis Evolution, Gunpowder Plot, War of the Worlds immersive experiences)

Sam has over 20 years’ experience in brand strategy and marketing high profile entertainment companies including LEGO, Guinness World Records, EIDOS and Electronic Arts.  As Senior Vice President, Brand Strategy at Guinness World Records for over a decade, she managed brand and digital marketing teams across the USA, China, Japan, Europe, and the Middle East.

She joined Layered Reality™ – the UK’s leading immersive entertainment business – as their first Chief Marketing Officer in 2023 and currently directs the marketing, digital and PR 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 UNESCO’s Tower of London.  Earlier this year she secured £524m of publicity for Elvis Evolution – an AI, holographic musical experience celebrating the King himself due to open in November. Sam is a Trustee of the Old Royal Naval College in Greenwich.