Samantha Fay
VP Marketing
WXO
Sam is a global brand strategist with 20+ years of experience marketing world-renowned entertainment brands, including LEGO, Guinness World Records, Electronic Arts, Grosvenor Casinos, Mecca Bingo, Layered Reality and EIDOS!
As SVP, Global Brand Strategy at Guinness World Records, she led marketing across multiple territories, transforming a 60-year-old book into a global entertainment brand with 20M+ followers on TikTok and YouTube. She also launched the USA office and founded The Records Lab, an in-house agency creating record-breaking brand campaigns.
Now VP Marketing at the World Experience Organization, Sam drives growth and engagement for a global network of experience pioneers. Previously, as CMO at Layered Reality™, she led marketing for immersive productions, including Jeff Wayne’s The War of the Worlds and The Gunpowder Plot at the Tower of London in partnership with Historic Royal Palaces.
A Director and Trustee of UNESCO’s Old Royal Naval College, she advises on marketing strategy and immersive experiences. A media judge for various Awards programmes and sought-after speaker, she has delivered keynotes at Cannes Lions, London’s Festival of Marketing, China’s International Advertising Festival, and the World Economic Forum in Davos.
