Sam Underhill currently serves as the Head of Propositions (Brand & Marketing) at ITV, overseeing subscription propositions for ITVX, BritBox, and Amazon Prime Video Channels, and is responsible for achieving subscriber KPIs and developing long-term strategies. Prior to this role, Sam held positions at NOW TV, including Senior Commercial Planning Manager, where key commercial functions were managed, and at JTI as Trade Insight Manager, leading a team to enhance Sales & Trade Marketing strategies. Earlier experience includes project management at Reach Contact Ltd, specializing in large-scale marketing projects. Sam is currently furthering education with a MiniMBA in Brand Management and holds a distinction from the TV Masters program offered by Thinkbox.
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