Samantha Wallace is an international brand strategist and creative advisor specialising in luxury lifestyle, hospitality and cultural brands.

Over the past decade, Samantha has led brand and growth strategies across Europe, the Middle East and Africa, with work spanning London, Paris, Dubai, and Cape Town. She has collaborated with some of the world's leading hospitality and lifestyle companies, including Soho House & Co and Aesop, as well as independent founders , luxury real estate and hospitality developments.

Her approach combines commercial rigour with cultural insight, creating brands that are both commercially successful and deeply resonant with the communities they serve.