Sam spent his early career in AI, Data & Automation at a corporate finance company, where he headed up Meta Ads, before turning that into Swah. He makes sure every ad actually converts — building out the methods and algorithms behind each campaign, alongside the discovery calls, scoping, and honest "is this actually a fit" conversations. Outside of work he's usually on a football pitch, a tennis court, or a golf course pretending his handicap is better than it is.

Alex brings a tech background shaped by time at one of the world's leading aerospace companies, where he worked across a range of IT and technical roles. Outside of work, he's passionate about food and coffee, and never misses a chance to talk football.