Today we’d like to introduce you to Sam London.
Hi Sam, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
From England to LA: How a Single Mom Built Three Companies Through a new wave of Performance Marketing
A decade-long journey from event marketing to agency acquisition, and the hustle that made it all possible
When I left England over a decade ago to move to the U.S. with my family, I had no idea I was embarking on a journey that would see me co-found multiple agencies, navigate an acquisition, and ultimately redefine what it means to build a career in performance marketing—all while raising my daughter as a single mom.
My marketing career began in England, working in event marketing for an American software company. Those early days taught me the fundamentals of brand activation and audience engagement—skills that would prove invaluable as the digital landscape evolved. When the opportunity came to relocate to the United States, I jumped at it, landing at a creative agency in Los Angeles where I managed accounts for e-commerce brands.
But it was during this time that I spotted a gap in the market. Social media marketing was still in its infancy for many brands, and I saw an opportunity to build something from the ground up. I developed the agency’s entire social media marketing offering, laying the groundwork for what would become my signature approach: data-driven, cross-channel strategies that actually move the needle.
Building Mint: From Startup to Acquisition
In 2017, armed with solid experience and a clear vision, I co-founded Mint Marketing. What started as a boutique agency grew steadily over five years into a full-service operation. We weren’t just running campaigns; we were building systems. I established standardized workflows that allowed us to scale efficiently, creating hundreds of impactful influencer partnerships and executing whitelisting campaigns that consistently delivered strong ROAS.
As we evolved, so did our name. Mint Marketing became Mint Performance, reflecting our shift toward a more comprehensive, results-driven approach. Then came the validation we’d been working toward: Flight Story acquired us, and we became Flight Performance—a full 360-degree performance marketing agency with the resources and reach to scale brands at a level I’d only dreamed about when we started.
The Single Mom Hustle
For the past five years, I did all of this as a single mom. I’ve been juggling client calls and school pickups, dance drop offs, pitch meetings and parent-teacher conferences and performances. Being a single parent hasn’t just been a challenge to overcome—it’s been a driving force in my success. When you’re responsible for another human being, failure isn’t an option. You innovate. You hustle. You find ways to make it work.
That hustle led me to co-found Heat Creative Studio with an influencer friend as a side project. What started as a way to diversify quickly became profitable and scaled faster than we anticipated, we bridged the gap between brands and talent, to produce scroll stopping content with talent that would outside of our network cost brands 3x as much to work with.
Mastering the New Marketing Landscape
After Flight Performance, I joined two other performance marketing agencies, leading creative operations and strategy while building out their influencer and UGC partnership offerings for DTC brands. My approach has always been the same: establish systems, leverage data, and build genuine relationships.
I’ve led teams executing comprehensive campaigns across Meta and TikTok, always focusing on what matters—results. I’ve pitched and executed countless UGC and creator campaigns, managing relationships and aligning content strategies with brand objectives. But more importantly, I’ve learned to spot talent, guide creators, and forge partnerships that benefit everyone involved.
My work has extended beyond just execution. I’ve built strategic partnerships with platforms like TikTok Shop and secured ad investments that enhance performance. I’ve learned that in today’s digital marketing landscape, success isn’t just about running ads—it’s about understanding the entire ecosystem and knowing how to navigate it.
What’s Next: London Merch
Innovation doesn’t stop. I’m currently launching London, a merch line that embodies everything I’ve learned about branding, audience understanding, and filling gaps in the market. It’s elevated essentials—sweat sets designed for the office, gym, and everything in between. The kind of pieces every woman needs but struggles to find: versatile, high-quality, and effortlessly cool.
Why merch? Because I understand what it takes to build a brand from scratch. I know how to identify an audience, craft a message, and execute across channels. And because after years of helping other brands scale, it’s time to apply that expertise to something that’s entirely mine.
The Lessons I’ve Learned
Looking back over this decade-plus journey, a few truths stand out:
Systems scale, chaos doesn’t. The agencies and campaigns that succeeded were the ones where we established standardized workflows and clear processes from day one.
Relationships are currency. My ability to build genuine connections with brand owners, entrepreneurs, creators, and influencers has been invaluable. In performance marketing, trust and collaboration drive results more than any algorithm.
Data tells the story. Every decision I make is informed by metrics. I’ve refined strategies by diving deep into performance analysis, and that approach has consistently delivered results.
Adaptability is everything. From event marketing to social media, from Meta to TikTok, from agency owner to creative director—the ability to evolve with the industry has kept me relevant and in demand.
Being a single mom, building companies, and driving results for brands isn’t easy. But it’s taught me that innovation happens at the intersection of necessity and vision. When you’re hustling for your family and your future, you find ways to make things work that you never knew existed.
And that’s exactly what I plan to keep doing—And that’s exactly what I plan to keep doing—now as Marketing Director at REACH Agency, a next-gen creative network and marketing engine built by and for creators. It’s the perfect next chapter, combining everything I’ve learned about creator partnerships, performance marketing, and authentic storytelling in an environment that truly understands the power of the creator economy.
We all face challenges, but looking back would you describe it as a relatively smooth road?
# Obstacles/Challenges
**Has it been a smooth road? If not, what were some of the struggles along the way?**
Smooth? Not even close. But that’s where the real growth happened.
Scaling an agency isn’t just about getting more clients—it’s about building better processes, expanding services, and continuously evolving with an industry that refuses to stand still. And let me tell you, the digital marketing landscape over the past decade has been nothing short of a rollercoaster.
When I started, it was all about beautiful, curated Instagram feeds. Brands wanted pretty pictures that looked perfect in a grid. Then everything shifted. Suddenly, it was video or nothing. TikTok exploded onto the scene and completely changed the rules of engagement. What worked on Instagram didn’t translate. The content had to be raw, authentic, fast-paced. We had to pivot—quickly.
Then came TikTok Shop, which changed the game for creators and brands. Suddenly we could see creators earning thousands per video through commissions. This wasn’t just awareness – it was direct sales. For brands, a single video could generate tens of thousands, with clear metrics on performance, this required an entirely different strategy, new partnerships, and a complete rethinking of how we approached campaigns.
The evolution from traditional influencer marketing to UGC and creator content was another massive shift. Brands started realizing that sometimes a micro-creator’s authentic testimonial outperformed a celebrity endorsement by miles. Understanding when to use which approach, how to source the right creators, and how to scale that content production—it’s been a constant learning curve.
But beyond the channel chaos and trend-chasing, the operational side of running a company presented its own set of challenges. Building teams, managing resources, creating workflows that actually work, ensuring quality control while scaling—these aren’t skills you learn overnight. Every mistake taught me something. Every breakdown in process showed me where to improve.
The truth is, it’s all been incredibly educational and rewarding.Yes, there were growing pains as we expanded services and brought on new team members.
But each obstacle made me sharper. Each challenge forced innovation. And each struggle reinforced why I love this industry—because nothing stays the same, and that means there’s always room to learn, adapt, and get better.
Experience taught me exactly what not to do next time.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As a Director-level strategist, I specialize in influencer partnerships, social strategy, and performance-driven content across both agency and brand environments. My expertise spans performance marketing, retail strategy, and content—but I’m known for executing cross-channel campaigns that drive real business growth.
I’ve built my reputation on understanding that not every campaign needs a million-dollar budget. Some of the highest-performing content I’ve overseen has been creator UGC, lo-fi content, and behind-the-scenes storytelling. These formats don’t replace high-production campaigns—they complement them. It’s about knowing when glossy brand content works and when raw, creator-driven stories resonate more.
I approach influencer marketing strategically: understanding brand objectives, identifying creators whose audiences align with those goals, and building partnerships that deliver measurable results. Whether scaling through TikTok Shop, driving ROAS through Meta whitelisting, or creating viral social moments—I architect campaigns that perform across channels.
What I’m Most Proud Of: The People I’ve Mentored
Beyond the agencies I’ve built and campaigns I’ve led, what fulfills me most is the impact I’ve had on people’s careers. I’ve hired and mentored countless team members, helping them develop skills and advance professionally.
Recently, a former colleague reached out after landing a role at Gucci. When I called it her “dream job,” she replied: “I wouldn’t be here without your mentorship.” That moment meant more than any campaign win or revenue milestone. Knowing I’ve opened doors and built confidence—that’s what I’m most proud of.
I’m now on Mentor Pass, consulting with brands on influencer strategy. How do you scale creator programs? Balance retail strategy with social content? I love these conversations because they’re about sharing a decade of experience.
What Sets Me Apart
Most marketers specialize in either strategy or execution. I do both. I can develop the overarching vision for creator partnerships, then build the workflows, source creators, and manage campaigns.
I’ve also lived on both sides—agency and brand, founder and team member, strategist and operator. That perspective helps me anticipate challenges and deliver solutions that work in real-world conditions, not just theory.
But what truly differentiates me: I genuinely care about the people I work with and the results we achieve together. Whether mentoring, consulting, or executing campaigns—I’m invested. Because this industry is about people—the creators we partner with, the teams we build, the audiences we reach. That’s where I thrive.
We’d love to hear about any fond memories you have from when you were growing up?
My mum and dad hustled incredibly hard to give my sister and me opportunities they never had. One of the greatest gifts they gave us was the chance to own horses growing up.
My favorite memories are those weekends down at the stables—riding our horses with our friends, grooming them, and competing at horse shows. My parents showed us what it means to work hard for what you want and to sacrifice to give your kids experiences that shape who they become.
Contact Info:
- Website: https://sam-london.com/
- Instagram: https://www.instagram.com/samanthaamgraham/
- LinkedIn: https://www.linkedin.com/in/samanthaamgraham/
- Other: https://www.tiktok.com/@shoplondonclothing
