Sam Wilson Späth has been working in digital media for over 25 years. She began in online journalism, designing and managing lifestyle websites for Media24, specifically the award-winning platforms Women24, Parent24 and Food24, later folded into News24. She was featured in Cosmopolitan as one of SA's most influential people on Twitter in 2012.

She moved into retail in 2012, tasked with setting up digital media for Woolworths Holdings Limited. Over 10 years, she built an award-winning digital media department of 35 people responsible for social media, performance analytics, paid advertising, crisis comms and online brand management across 11 countries.  At her departure, Woolworths had a following of over 3.5 million and had been featured in the business press as one of the top 3 brands on social media in Africa. After a stint with Amazon, building the social media footprint of Prime Video through Sub-Saharan Africa (which hit 1 million followers in 18 months), she started her own digital consultancy.

Sam now provides always-on digital and social media strategy, as well as end-to-end campaign journey design, for the likes of Coca-Cola and Standard Bank amongst others. She has an international reputation as a digital strategist: delivering keynote speeches at conferences around the world (including New York, London, Barcelona and Prague), while contributing to marketing textbooks and appearing on both TV and radio.