Samantha Garfield Email & Phone Number

New York, NY, US

New York, NY, US

Leading diverse teams of consulting talent and clients to shape meaningful systems and strategies, and helping build our collective's emerging practice in the Middle East.

Elizabethtown, Kentucky, US

BehaVR is a trailblazing and interdisciplinary team of mental healthcare experts leveraging the unmatched therapeutic powers of Virtual Reality to help people get connected, get treated and get better. Partnered with Founder and CEO and Chief Commercial Officer to evolve and relaunch brand and go-to-market strategy from a place of deep passion for.

• Strategy partner to founders and executives focused on addressing fundamental human needs. Known for: defining cultural role and responsibility; disrupting legacy sectors from within; pioneering brand marketing.
• BehaVR — Brand, Community and Go-to-Market Strategy
• Fake Love — Brand Strategy and Business Development
• Foursquare — Brand Strategy and Repositioning
• Google — Campus Culture and Community Integration
• Mercedes-Benz EQ — Experience and Community Strategy

London, England, GB

Tasked with defining, developing and steering a growth-oriented brand and community strategy for The Collective's pioneering coliving product. Created brand positioning, company values and visual identity, as well as a globally scalable vision for bespoke local programs of community engagement, placemaking, communications and marketing for 20 sites across.

London, England, GB

Recruited to build and lead customer-centric functions for newly formed U.S. team. Launched culturally relevant marketing strategies for each site acquired to drive aspiration and education for coliving as an emergent asset class in The Collective's largest projected growth market, positioning the company as sector and thought leader.

Munich, DE

• Conceived and oversaw the launch of A/D/O, a global community empowered by MINI to explore the future of design.
• Led location, positioning and concept strategy for 23,000 square foot space in Brooklyn, NY
• Developed strategic partnerships and curation for in-house programs including retail, F&B, maker space, venture accelerator URBAN-X and inaugural design conference "Dystopia vs. Utopia"
• Spearheaded public engagement strategy anchored in principles of conscious debranding, participatory design and F2F community relations
• Managed internal PR throughout development, including corporate stakeholder relations and key MINI market rollout strategy
• Built out team and external agency structure, directing messaging, communication and content strategy through opening media launch (100+ journalists and design leaders in attendance)Selected Awards and Recognition:

Berlin, DE

• Key member of senior management team, responsible for brand and business transformation strategy practice agency-wide.
• Led global MINI brand repositioning and launch communications, centered in strategies of design, community and product innovation
• Developed MINI Living, MINI Fashion and A/D/O concepts and business models for BMW Group board approval, resulting in formation of new MINI Business Innovation division
• Drove first-mover AR/VR campaigns rooted in key partnership between MINI and The New York Times
• Established new brand transformation accounts with Rolls Royce and Panasonic

Berlin, DE

• Evolved social media team into an integrated content and campaigns discipline, concurrent with agency acquisition by WPP.
• Established global AOR relationships with Richemont Group, the European Green Party, Safilo, Bayer and BMW Mobility Services (DriveNow)
• Built fan acquisition, channel, content and performance marketing frameworks for global clients, for implementation across dozens of markets
• Conceived and launched award-winning experiential campaign MINI ART BEAT, which allowed users to upload customized Vine videos onto the surface of a MINI Countryman fitted with 48,000 LEDs as it drove the streets of.

Berlin, DE

• Joined the newly formed Editorial team at KKLD, partnered with CEO Alex Diehl on aggressive business development across content and digital marketing categories.
• Established a social media practice for the agency, growing team from four to 12 by acquiring business with MINI (BMW Group), BMW i, Baume et Mercier and Olafur Eliasson's Little Sun
• Oversaw digital channels for MINI worldwide including MINIspace.com, a first-mover brand editorial and community platform of 100K+ members
• Grew social following from zero to 1.2 million globally, influencing photo, video, engagement and tone of voice strategy across 88 markets
• Earned MINI the Facebook “Newsfeeder” award for benchmark-setting by a global brand

Fresh on the expat scene in Berlin, founded a supper club and catering business with Sophie Von Oswald, themed around the cuisines we craved from our respective home turfs. The origin point of my passion for community, and a classic unintentional crash course in organization, collaboration, hospitality, endurance and the importance of good communication.

London, GB

Leveraged the various cultural touchpoints of my NYU degree into regular writing and forecasting gigs for a range of global market research firms and digital platforms including WGSN, Stylesight, The Cassandra Group, TribaSpace, ESMOD Fashion School and Changers.com.

Tucson, AZ, US

Got an early education in business values and people relations at Buffalo Exchange (est. 1974), a privately owned, family-operated fashion retailer that works to protect the environment, generate affordable inventory and make sustainability cool by buying and reselling on-trend used clothing.

New York, US

Began my career at a blue-chip gallery that defines itself through its commitment to diversity and instrumentality in introducing international artists in new geographies.

Gallatin School Of Individualized Study, New Media & Urban Anthropology

German Studies