Sam Fletcher

Sam Fletcher is the Customer Insight, Planning & Effectiveness Director at Lloyds Banking Group, leading a multi-disciplined team, who ensure data and customer understanding drive decision-making across the organisation.
Sam has spent her career in Financial Services, which has included roles in Insight, Marketing, Product, and Customer Strategy across Consumer and B2B. Prior to joining LBG in 2023, she held leadership roles at HSBC, where she supported the delivery of numerous strategic programmes, including the launches of Global Money and HSBC Kinetic.
Describing herself as a Marketing Scientist, Sam believes the real magic happens when art and science meet to combine creativity with data and human understanding. She champions the use of Artificial Intelligence to unlock brilliance in insight and is also passionate about inclusion and social mobility.

Sam lives in southwest London with Chris, her partner of 16 years, and together they share a love of travel and culture.