Sam has spent the last 23 years with his hands in the dough. As a brand strategist, editorial and creative director, and teacher, he’s built editorial and creative programs from scratch, shaped the voices of legacy enterprises and boutique disrupters alike (Amazon, TikTok Shop, fi”zi:k cycling, Backcountry.com to name a few) and coached a generation of creators who’ve gone on to do the same for others.

His creative philosophy is simple. There’s no replacement for creative, highly experienced and driven people. AI is a tool and its creative byproduct, if left unedited, unchanged by human minds, is a highly processed imitation. He believes to qualify for greatness, you still need a trained human in the kitchen. That’s why Sam builds the tea Sam runs that kitchen. He builds the team, designs the workflow (cleanliness and efficiency first), and loves to pick up the knife himself.

When he’s not sleeves-up in campaign copy or overseeing a magazine from manuscript to press, he’s either in the Rockies with his two loyal pups or turning fresh ingredients into a delicious meal for his wife and daughter.