Sama leads influencer marketing across Europe and Africa at BCW.. Her specialism lies in building influencer engagement strategies for clients across various sectors and is one of the architects behind BCW’s influencer offering, Trufluence, a 360 framework for planning, identification, creation, delivery and measurement – a robust methodology that incorporates critical processes and approaches that tackle current ‘authenticity crisis’ in the influencer space.  


Since its launch, BCW now boasts a global community of over 100 influencer leaders across Europe and Africa, supported  by a broader team of influencer specialists who all speak ‘Trufluence’.


Sama also continues to consults a range of global clients across sectors from personal care to financial services to healthcare and beyond, overseeing end to end influencer programmes from strategy inception through to delivery.


As part of her dual role, Sama has also been co-leading a multi-disciplinary, regional team of digital innovators that span Data & Analytics, Social Media, Strategy and Influencer as Deputy Managing Director of Digital Innovation, Europe and Africa.