Sydney, Australia — Bench Media has appointed Andrea Samuel as Strategy Lead, strengthening the agency’s strategic advisory capabilities as it continues to expand its growth-focused offering for clients.
In her new role, Samuel will lead the agency’s strategy function, helping clients align business objectives with customer insights, market intelligence, and media strategy to drive stronger commercial outcomes.
The appointment reflects Bench Media’s continued investment in strategic consultancy as marketers face increasing pressure to deliver measurable business results in a rapidly changing market environment.
Samuel brings more than 20 years of experience across business, brand and marketing strategy in Australia and the Asia-Pacific region. Throughout her career, she has worked with major global brands including Samsung, L’Oréal, Ferrero, Abbott, Mondelēz, LVMH and Citi, supporting business transformation, growth planning, and customer engagement initiatives.
Her appointment is expected to strengthen Bench Media’s ability to support clients from early-stage strategic planning through to media execution and performance measurement.
Ori Gold, CEO and Co-Founder of Bench Media, said that Samuel’s expertise in connecting business strategy, customer experience and media planning will help clients make more informed investment decisions and uncover new growth opportunities.
“Andrea brings exactly that mindset to the table. She’ll help us ask better questions, identify new opportunities and deliver even stronger commercial outcomes for our clients. Beyond her impressive experience, what really stood out was her curiosity, strategic thinking and collaborative approach. She’s a fantastic fit for our team and our clients,” shared Gold.
Commenting on her appointment, Samuel said she was attracted to Bench Media’s focus on solving business challenges beyond traditional marketing objectives.
“The team has built a strong reputation for combining independent thinking with measurable outcomes, and I’m excited to help further strengthen that proposition,” concluded Samuel.
With Samuel joining the leadership team, the agency aims to further strengthen its strategic capabilities and deliver deeper business value for across a range of industries.
