Sam joined Loaf as Chief Executive in February 2023 from In The Style where he held the same role. Prior to joining In The Style, Sam spent seven years at The Very Group as Managing Director for Retail, where he helped to lead the transformation of the group to become one of the biggest and most profitable digital pureplays in the UK.

Sam joined the PepsiCo graduate scheme before joining Nestlé and then Tesco, where he latterly held the roles of Commercial Director for the Telecoms and One Stop businesses.