Sam Steele

Brand and Communications specialist, Sam Steele has a long track record of building successful brands and content. She is currently focused on the strategic development of the National Centre for Creativity enabled by AI (CebAI), a knowledge exchange centre, set up to capitalise IP developed by academics at the Bayes Business School, formerly Cass.

Prior to joining CebAI, Sam was the UK Director of Marketing and Communications for US hospitality giant Delaware North. A company she joined when Delaware North purchased the hospitality business she ran with her husband, in a deal valued at six times EBITDA.

Sam joined her husband’s start up after a long career in journalism and media, working at BBC Radio 1 for 10 years as an award-winning programme maker and commissioning editor for Speech and Campaigns. She was a member of the leadership team which led the national youth radio station to win Station of the Year in the annual Radio Academy awards for the first, and only, time in its 50 year history.

In 2018 Sam was shortlisted as a UK Business Woman of the Year and in 2020 graduated with Distinction from the Bayes Business School’s Masters in Innovation, Creativity and Leadership.