After a decade in advertising, media, and communications working with brands like Google, Diageo, Spotify, and MLB, Sami joined Standing on Giants as a Project Manager. She now leads consultancy and tech projects, bringing structure and calm to complex work while keeping collaboration at the heart of it all.
You joined Standing on Giants after a long career in advertising and media. What drew you to the company?
Most of my previous work was in advertising and social, where creativity is often shaped by algorithms or trending formats. At Standing on Giants, it is refreshing to help brands take real ownership of their communities. It’s about building genuine connections rather than chasing quick engagement, and it’s been a really interesting new area to work in.
How has that agency background shaped the way you manage projects here?
I’ve worked everywhere from massive global agencies with layers of process to small startups with little to none. SoG sits in a great middle ground. There’s structure and experience, but also flexibility and space for ideas. I’ve tried to bring in some of that agency rigor where it helps, especially around how we move projects from sign-off to delivery and reporting.
You’ve been leading both consultancy and tech projects. Which ones have stood out recently?
Benenden has been a big one. We’ve built such a strong rhythm with the client that it feels like a true partnership now. And then there’s Lebara, which is about to launch. That’s been exciting because it brings both sides of the business together. Our tech team built the platform from scratch, and our consultancy team created the community strategy. It’s a real showcase of what SoG can do from start to finish.
That’s a lot of coordination. How do you keep so many moving parts running smoothly?
Understanding each team’s priorities is key. I see project management as translation work, turning different team needs into one clear plan. You don’t have to know every technical detail, but you do need empathy. If you understand where each team is coming from, you can help them work together without friction.
From your perspective, what helps someone thrive at SoG?
Make the effort to connect. People here really do, and it makes all the difference. The work never feels transactional; it’s collaborative and human. The onboarding process is also brilliant, so you know exactly where to start. If you get involved and care about the people as much as the work, you’ll do great here.
You spend part of the year in South Africa. How has that setup worked for you and the team?
Really well. The time difference is only an hour, and SoG’s remote-first setup makes it easy to stay connected. It gives me a nice balance. I can start my mornings with a run or a swim and still log in for meetings at the same time as everyone else.
And as a self-proclaimed sun-chaser, where do you feel most at home?
Cape Town has it all. Ten minutes one way you’re at the sea. Ten minutes the other you’re in the mountains. And there are wine farms half an hour inland. It’s perfect, though I probably shouldn’t tell too many people that.
Finally, we have to ask… Craig David?
Yes! At one of my old agencies, we sponsored an awards after-party and he was the headline act. Creative agencies definitely know how to throw a party.
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