Sam Cunliffe

Sam Cunliffe is Chief Client Officer and Co-Founder of Grove B2B in Australia, with more than 15 years’ experience leading B2B marketing activation programs for global, regional, and local brands. Her expertise includes audience design, activation strategy, and adapting global frameworks for effective execution in APAC markets. Known for her outspoken views on the differences between B2B and B2C marketing, Sam challenges the industry’s reliance on generic benchmarks and advocates for more market-specific thinking. She is passionate about driving business performance for clients, teams, and the wider business. Outside work, she enjoys spending time at the beach, usually with a beer in hand.