Samantha Spalding

Samantha Spalding is an experienced marketing analyst and small business owner with a strong background in data analytics and strategic decision-making. Currently serving as the Lead Analyst at Zwift since April 2021, Samantha has developed a marketing effectiveness framework and collaborated with the data science team on various analytical methods. Prior to this role, Samantha held multiple positions at Merkle EMEA, advancing analytics capabilities and digital marketing strategies, and also worked as a Digital Insights Specialist at Global and in various roles at the BBC. In addition to a successful career in analytics, Samantha is the founder of Whisk Bakehouse, a home-based bakery specializing in cupcakes and layer cakes. Samantha holds a Bachelor of Science degree in Business, Management, Marketing, and Related Support Services from Aston University.