Find anyone who balances as much chaos and creativity as Sam, our Director of Client Services. We’ll wait. Sam is the type of professional who can handle the fast-paced demands of agency life while managing an energetic household filled with passions that keep her on her toes.
Let’s find out what makes Sam, Sam.
A self-proclaimed cat enthusiast
“I’m a self-proclaimed crazy cat lady, currently caring for only nine cats (I had 12 at one point). I geek out over anything cat-related and like to think of myself as an expert in cat body language,” shares Sam.
Her love for felines shows her nurturing nature — a skill that translates into her work with clients and colleagues.
But her life doesn’t stop there. Her home life is delightfully chaotic, as she puts it: “Our home has never been livelier — though ‘lively’ might be an understatement. Both my sons are professional go-kart racers, and I co-manage their team with my adrenaline junkie husband.”
A lifelong pursuit of creativity
Sam’s path to the creative world started quietly. “I do love my peace and quiet, and writing stories has always been my escape from the loud and unpredictable, especially when I was a young and anxious introvert. If you’ve met me, you might find it hard to imagine I was once a shy kid. I wasn’t always the expressive chatterbox I am today. Ironically, writing was what opened me up.”
That passion turned professional with her first writing job. “My first professional writing stint was with a publishing company, where I handled press releases and profiles. From celebrities to business leaders, I would overcome the initial interviewing jitters once immersed in their stories. I was a better listener than an interviewer, so I’d imagine myself in their shoes, genuinely curious, asking questions. That experience sparked my interest in fascinating individuals and deepened my appreciation for people.”
Now, as a Director of Client Services for With Content, 17 years after her first published piece, she’s carried that same deep listening and curiosity into her leadership style. “It’s been three years of growth and nurturing with this amazing team!”
Crafting a balanced workday
Sam’s day kicks off early, but don’t expect a rigid schedule. “I was pretty gung-ho about setting up a strict routine for myself, like exercising for an hour or reading work-related books before I clock in. But I’ve found more balance by permitting myself to do whatever I feel like at that hour. Sometimes, I’ll catch up on a series with my husband before he leaves for work, take a stroll to pray and listen to praise and worship, read some fiction, or brew a good cup of coffee. Giving myself that free time has been so helpful in getting me through the day.”
Once settled in her home office, Sam starts with emails and checking in with her team. “I try to get my writing and editing work done first while my brain cells are still up and about, before moving on to managerial and client account tasks,” she says. This balance of creative work and team support has become her signature approach.
“Agency work is demanding, but that comes with the territory. So even on smooth-sailing days I’ve trained myself to be ready to jump into action if a challenge comes up. Challenges are easier to handle when there are processes and frameworks (and boundaries!) in place, and as a company, we stay focused on that.”
The thrill of winning projects
Ask Sam about a project that’s stuck with her and she’ll tell you about the Asia-wide awards nomination campaign for an IT services and innovation MNC.
Her collaborative leadership style shines through in how she approached this complex project: “We scheduled back-to-back interviews to pinpoint the angles that best highlighted each case study and the unique value the company delivered. We worked late nights and rushed a lot of edits.”
But the payoff?
More than half of their submissions became winners or finalists. “It reaffirmed my belief in the value of the processes With Content set in place. Especially now, with AI being seen as a quick and cheap alternative, I’ve had days of existential crisis wondering if robots will actually take over my job in my lifetime. But AI can’t replicate the dedication we bring to telling a story in the most meaningful way for its audience (yet).”
Passion and play beyond work
Outside of work, Sam’s life is a whirlwind of activities. “My schedule’s packed! But no regrets,” Sam says.
She’s at the go-kart track, cheering and co-managing a team of racers aged 9 to 17. The buzz of engines, the mix of nerves and excitement in the air, and the celebratory high-fives when the race is done—these moments are her weekend norm.
During the week, she’s “proudly ‘mothering’ 😆.” Recently, she’s added another activity to her routine: “What I’ve been enjoying lately is my twice-a-week Taekwondo training. I recently got into my high school sport and it’s been… humbling? But also fulfilling to know my ageing bones can still take a pounding. Who knew beating up a sandbag could do wonders for my inner zen.”
Despite her packed schedule, Sam knows when to hit pause. “There are days I feel like I’m running on fumes, so I take the time to sketch, read, or be a couch potato to quiet my constantly thinking brain,” she said.
Quirks and surprises
An avid anime fan. Yu Yu Hakusho holds a special place in her heart, thanks to a childhood crush on Kurama. While she was thrilled about the recent live-action adaptation, she admits with a laugh that Sanji from the One Piece live-action series has now “taken the crown.”
Her adventures with the With Content team have led to some memorable moments too, including her first dramatic encounter with durian during a team retreat in Singapore. What seemed like an innocent tasting session at our company founders’ place turned into an unforgettable culinary experience. The pungent, mushy durian was challenge enough, but as Sam recalls: “Hours later, I was still burping it!”
Despite the ordeal, she maintains her characteristic optimism about trying the infamous fruit again — though next time, she says wisely, she’ll stick to “ice cream form or cooked with something else” as a gentler introduction.
The heart of With Content
Sam’s story isn’t just about her love for cats or anime, or her knack for Taekwondo. It’s about her commitment to connecting people and telling their stories.
From her journey as a shy writer to becoming a Director of Client Services who builds bridges between brands and audiences, Sam continues to lead with authenticity and passion, setting the tone for With Content’s future.
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