Samantha Royston

Questioner
DISC Type : c

Senior Manager Commercial Procurement - Marketing at Burberry

United Kingdom

Overview

Samantha Royston is a Senior Manager of Commercial Procurement for Marketing at Burberry. A Chartered Procurement professional with a BA from The University of Sheffield, she specializes in negotiating global media and marketing services contracts, drawing on experience from previous roles at AXA UK, Philips, and Jaguar Land Rover.

Samantha is a prominent voice in her field, frequently speaking at industry events like ProcureCon Marketing and the Marketing Procurement iQ conference. She values peer-to-peer knowledge sharing and fostering collaborative, sustainable relationships with suppliers and global teams.

She currently serves as the Chair of the ISBA Marketing Procurement Working Group for 2025.

Personality Overview

Cautious & Analytical

Value Seeker

Not Easily Convinced

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  It is quite likely of them to ask for pricing or other concessions. While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.

Topics They Care About

Marketing Procurement
Her entire career and current role at Burberry are focused on this, with specific expertise in media, creative, production, and events.
Industry Collaboration
Demonstrated by her role as Chair of the ISBA Procurement working group and her active participation in industry conferences like ProcureCon.
Agency Relationships
She has extensive experience sourcing and managing media and creative marketing agencies and is known for fostering collaborative supplier relationships.

Media Appearances

Samantha has no verified media appearances

Work History

3-2023
Senior Manager Commercial Procurement - Marketing at Burberry
1-2021 - 3-2023
Category Manager - Marketing Services at AXA UK
3-2019 - 9-2019
Interim Market Procurement Manager, UK Marketing, Media and Events at Philips
7-2018 - 1-2021
Director at SLR Procurement Consultancy Ltd
7-2018 - 11-2018
Interim Procurement Specialist at Inmarsat

Education

2003 - 2006
BA from The University of Sheffield
2004 - 2005
Economics & Political Science from The University of Alberta

More Information

Social Presence :

Prographics :

Exp : 17 Location : United Kingdom Job Level : Middle Designation : Senior Manager Commercial Procurement - Marketing at Burberry
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Insights For Selling To Samantha

During A Call Or A Meeting

DO's

  • Back up any claims with data and numbers
  • If you have a lower priced product compared to the competition, call out the same
  • Emphasize on objective proof of ROI, help them do a thorough evaluation

DONT's

  • Don’t overhype the product/pitch, keep it measured
  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Samantha is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Samantha

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Samantha move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Samantha take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Samantha

Personality Compatibility


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