VP of Strategy
Samara is VP of Strategy at Forward Associates, leading the team that advises venue operators, sports teams and rights holders on how people experience their spaces. Her work spans every tier of the fan journey, from general admission to premium, and covers the full spectrum of venue strategy – from masterplanning and concept development to ticketing, hospitality, F&B and operational delivery. She advises stadiums, arenas and live entertainment venues internationally, across both redevelopment and new-build projects.
Her career has been defined by her pioneering nature. She redefined Viagogo’s VIP and hospitality division, delivering year-on-year revenue growth with a team operating across multiple territories worldwide. She later headed up the sales and marketing department for Live Nation’s VIP Nation, working across international tours and UK festivals, before founding her own strategic marketing agency and joining Forward Associates.
The common thread throughout has always been commercial ownership – concepts that drive return, development and ideation that force change, forecasting and budgets that protect ROI, and partnerships that drive sales, build brand experiences and exceed customer expectations. Her work sits at the intersection of commercial strategy, operational delivery and customer experience, helping venues perform better for both audiences and owners.
