Samantha built her career at the intersection of storytelling and strategy, beginning as a travel writer for Lonely Planet where she carved out a niche reviewing Bali’s best day spas and boutique hotels. Since then, she has worked with global names including Apple, eftpos, and The Huffington Post, shaping narratives that connect brands with culture and community.

Her work spans editorial direction, content strategy, and brand partnerships, always underpinned by a refined understanding of place and people. Samantha now brings this wealth of international experience to Sway South Asia, helping travellers connect authentically to a region that isn't just close to her heart, it holds the heritage of her husband and two young children.

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