Sam’s contribution goes beyond the label ‘creative’ to include strategic thinking, brand guardianship, as well as team leadership, training, and motivation. Her initiatives during the early months of COVID-19 played an invaluable role in setting the tone for distillery’s approach to Covid communications and new business. At the same time, she worked on key pitches that won us two major customer reference programmes in technology and the social content work for a major food distributor. Apart from strengthening our brand and securing new business opportunities, Sam has an obvious passion for cultivating strong team relationships and culture. Her initiatives to encourage and motivate the writing team have served as an important source of inspiration and care against the pressure and emotional strain of 2020 Covid-related pressures.