G’day and welcome! I am Syma 👋 To my friends (and we are all friends here), I will always be Sam. I’m so glad you are here. Your time is precious, and I appreciate you choosing to spend it with me. I use this space on the Internet to share insights, thoughts, ideas, experiments and learnings. My hope is that they will add meaning and value to your life and work.
I see design as a means to change the world for the better. I believe business can be a powerful force for good in the world. Love for people and the planet fuels my life and work. I’m passionate about helping businesses deliver truly awesome experiences.
With 20 years of experience in design and marketing, I am recognised as a Certified Practising Marketer by the Australian Marketing Institute (AMI). I trained as a strategist whilst working with leading advertising agencies including Leo Burnett and Publicis. My research and insights on consumer behaviour have guided the marketing strategy and communications for numerous brands in health, wellness, pharmaceutical, automation, FMCG, and education industries. As a keen observer of consumer behaviour, I study trends and regularly interview industry leaders. I love publishing my findings in blogs and white papers.
Passionate about supporting the growth of small businesses and entrepreneurs through a human-centred approach to marketing and design, I am a Mentor for Growth with the Queensland Government. Prior to moving back to Brisbane, I served as a member of the AMI New South Wales committee and a judge for AMI Marketing Excellence Awards.
I hold an MBA along with Masters in Marketing Management (University of Surrey), and Tourism Management (University of Queensland). Certified in Design Thinking (IDEO), Service Design (IxDF), and Positive Mental Health (University of Sydney), I have been a guest speaker at The University of Queensland, University of Sydney, QUT, and business conferences. Â Â
I enjoy sunrises and sunsets at my little inner-city Brisbane sanctuary on a hill, where I live with my husband, two children, and a cat named Luna. It’s a world of its own, a tapestry of terraced gardens overflowing with native trees and the vibrant life they support. I feel incredibly fortunate to be the caretaker of this special place that I call home; a bit of a rainforest on the Great Dividing Range. I love the vibe of the CBD, which is merely 15 minutes away, so I am often found there, working away on my laptop in a heritage listed building and catching up with people in real life.