SAMANTHA PETROSSI
A DIFFERENT KIND OF STRATEGIST
FOR A DIFFERENT KIND OF WORLD.
INSPIRED BY HUMANITY.
A psychologist at heart, I start by understanding the human needs, first.
Peeling the layers of “millennial” or “target consumer” to get to the real person.
Then I see if and where a brand fits in. Where can a brand truly add value? How can a brand champion what people are already doing? How can a brand solve the dissonance they feel?
The goal is to create a world where brands complement life rather than impose themselves on it.
Where brands collaborate with people to make this a better world.
INFORMED BY CULTURE.
After finding the human truth, I look towards culture to reach people where they already are.
What events do they attend? What type of music do they listen to? What societal issues matter to them?
No one is waiting for the next TV spot.
Brands need to be part of people’s passions and daily lives if they want to break through.
NON/TRADITIONAL Experience.
SVP, GROUP STRATEGY DIRECTOR
DEUTSCH LA
JANUARY 2024 — PRESENT
KEY ACCOUNTS: WALMART+, CEDAR-SINAI, ST. JUDE, CMAB
GROUP STRATEGY DIRECTOR
DEUTSCH LA
APRIL 2022 — JANUARY 2024
KEY ACCOUNT: WALMART+
STRATEGY DIRECTOR
THE MANY
MAY 2021 — APRIL 2022
KEY ACCOUNTS: YOUTUBE, Nestlé (Sweet Earth, Toll House, ChameleoN), ZEVIA
STRATEGY DIRECTOR
GSD&M
MAY 2019 — MAY 2021
KEY ACCOUNTS: POPEYES, HILTON, Pizza Hut, UNIVERSAL
DIRECTOR, STRATEGY & PLANNING
ENDEAVOR (WME | IMG)
NOVEMBER 2018 — APRIL 2019
KEY ACCOUNTS: Pernod Ricard, ABINBEV, Under Armour, COCA-COLA
ASSOCIATE DIRECTOR, STRATEGY & PLANNING
ENDEAVOR (WME | IMG)
MARCH 2018 — NOVEMBER 2018
SENIOR MANAGER, GLOBAL MARKETING
ENDEAVOR (WME | IMG)
NOVEMBEr 2016 — FEBRUARY 2018
MANAGER, GLOBAL MARKETING
ENDEAVOR (WME | IMG)
October 2015 — OCTOBER 2016
STRATEGIST, WESTFIELD WORLD TRADE CENTER
UPSILON VENTURES
SEPTEMBER 2014 — OCTOBER 2015
KEY ACCOUNTS: THE OCULUS AT World Trade Center
ACCOUNT MANAGER
ZOI AGENCY
JULY 2013 — SEPTEMBER 2014
KEY ACCOUNTS: MAISON KITSUNÉ, Garrett Leight
ACCOUNT MANAGER
LUXURY ATTACHE
JUNE 2011 — JULY 2013
KEY ACCOUNTS: THE MOINIAN GROUP
I didn’t take the traditional road to get here. I didn’t start out at a big agency. Or get my MBA. But I gained a lot of perspective along the way.
I’ve developed the entertainment strategy for an iconic landmark in downtown New York. I’ve taken cult fashion labels to the masses. I’ve collaborated with talent to create strategies for their personal brands. And I’ve supported organic momentum around a chicken sandwich that broke the internet.
On the road to traditional advertising, I’ve touched a range of disciplines—experiential, pr, influencers, social, partnerships and entertainment marketing. All of these experiences have shaped me into the type of strategist that I am. The type that doesn’t rest on what has worked before and is always asking, what’s next?