Sam Knights is a marketeer who grew up in the brand marketing world of P&G developing brands such as Duracell, Braun and Gillette in the UK and Western Europe. With a passion for brands and retail, but frustrated at the disconnect between retailers and brands, Sam moved agency side in 2012 and has since held senior Director positions within SMG culminating in his appointment as Chief Executive Officer of SMG in 2020.

Since his appointment as CEO, Sam has led SMG - an international grouping of three award winning agencies to lead connected commerce marketing – to enable the potential of brands and retailers to work closer together to improve shoppers’ experiences and, as a result, deliver brilliant business results.

SMG and its subsidiary agencies brands Threefold, Capture & Lobster work with 95% of the top CPG brands and operate leading Retail Media Networks in partnership with Walgreens Boots, The Co-operative, Morrisons, Signet Group, & The Very Group.