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On this episode of The Community Exchange Podcast, we welcome Sam Mellor VP, Marketing and Commercial Growth, NA, BBC.
In our discussion, MSG and Sam discuss:
— Sam’s career journey as a transformation marketer, leading organizations through inflection points across sports, media, and entertainment
— The role of strategy, mission clarity, and organizational design in navigating change and growth
— How BBC translates brand value into measurable outcomes for both audiences and advertisers
— Why prioritizing the end user is critical in building loyalty, trust, and long-term engagement
— The disruptive impact of AI, Google Zero, and shifting search behaviors on publishing and media models
— The need for publishers and AI companies to establish new frameworks for data use, content value, and accountability
— Why community, storytelling, and brand ecosystems are key to sustainable audience relationships
— Her outlook on the future of media, including personalization, platform diversity, and the role of friction in driving innovation
And more.
New episodes of The Community Exchange Podcast are released each week. Subscribe wherever you listen to podcasts to get the latest right in your feed.
In our discussion, MSG and Sam discuss:
— Sam’s career journey as a transformation marketer, leading organizations through inflection points across sports, media, and entertainment
— The role of strategy, mission clarity, and organizational design in navigating change and growth
— How BBC translates brand value into measurable outcomes for both audiences and advertisers
— Why prioritizing the end user is critical in building loyalty, trust, and long-term engagement
— The disruptive impact of AI, Google Zero, and shifting search behaviors on publishing and media models
— The need for publishers and AI companies to establish new frameworks for data use, content value, and accountability
— Why community, storytelling, and brand ecosystems are key to sustainable audience relationships
— Her outlook on the future of media, including personalization, platform diversity, and the role of friction in driving innovation
And more.
New episodes of The Community Exchange Podcast are released each week. Subscribe wherever you listen to podcasts to get the latest right in your feed.
Guest
Sam MellorVP, Marketing and Commercial Growth, NA, BBC
Sam Mellor is an executive transformation strategist who translates complexity into growth, building high-adoption growth models across industries. As Vice President of Commercial Marketing and Enterprise Growth at BBC Studios Advertising, Sam leads North American marketing, responsible for turning the BBC’s Changemaker audience and editorial intelligence into a high-performing enterprise brand that drives business outcomes for partners and deepens consumer value across platforms. Before joining the BBC, Sam served as Vice President of Brand Marketing and Head of Retail at Everlywell, a healthcare technology disruptor, where she led brand transformation and cross-channel growth during a period of rapid expansion. She also served as Vice President of Ad Product and Integrated Marketing at Hearst, where she led the shift from legacy publishing to an innovation and technology-driven media company. Earlier in her career, Sam held senior marketing and product leadership roles at Condé Nast, NBCUniversal, Discovery Communications, and Porter Novelli, developing innovative strategies for digital marketing, advertising, and go-to-market planning.
Host
Matthew Scott Goldstein (MSG)Independent Analyst / Advisor / Consultant
