Behind every brand that truly connects with people is someone who understands the psychology behind it. Sam spent twenty-five years mastering that craft in media and advertising. Now she's bringing it to NWR — and there's a lot of story to tell.
Tell the story of NWR. That’s really it — but there’s a lot behind those five words. A lot of communications is about psychology. You need to understand what motivates people to think, feel and do the things they do before you can successfully connect with them. My job is to make sure NWR reaches the right people, in the right way, and that when it does, something actually lands.
Knowing that someone has got it. When you’ve worked to help a brand connect with people and those people genuinely engage — that’s the feeling you work for. It doesn’t get old after twenty-five years. If anything it gets better, because you understand more about why it happened.
I’ve lived in Cumbria for over five years, working from home and commuting to London. At some point you realise the breadth of opportunity that exists on your doorstep — and you want to be part of it. I wanted to get back into an office, work with people day to day, and be in a sector with genuine growth and innovation. NWR ticked every one of those boxes.
There have been plenty over the years. The thing I’ve learned is that even when something feels daunting, there’s always an aspect where you can add value — a skill you have that’s relevant, even if the context is new. Focus on that. And don’t be afraid to ask questions or communicate openly — good news and bad. That approach has served me well across a lot of different situations.
The knowledge. Every day is a school day here — there are experts across the whole spectrum of waste and recycling, and it’s very clear very quickly. Having my site induction and seeing how all the waste is processed, the techniques, the logistics — it’s genuinely impressive. There’s so much going on that people on the outside don’t know about but should. I guess it’s my job to tell them.
My first job was buying media in the late nineties — press, TV, radio. On the face of it, negotiation back then was about who could shout the loudest. But in reality it’s always been about relationships and finding common ground. You can be coming at something from completely opposite sides, but if you find that shared space, it’s a game changer. I learned so much from the people around me early on, and those lessons have been transferable ever since — in work and in life.
Understanding the power of data. Before we had the volume of data available to us today, a lot of marketing was based on assumption — backed up by qualitative research, but still assumption. When data came into the mix it brought your thinking to life and, if you’d done your job well, substantiated everything you’d believed. That shift changed the way I work completely.
The data side of the business really interests me — there seems to be a lot of it, and I’m sure it could tell a great story. My role spans internal and external communications, and achieving real alignment between those two things would be the utopia. A business that communicates as well on the inside as it does on the outside is a powerful thing.
Get involved and give it your best shot. It’s a thriving business with a lot of support and opportunity — but you have to meet it halfway. Show up, put yourself in the mix, and the rest tends to follow.
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