Sam McDougall knows social media inside and out. He honed his skills for the last decade at leading agencies like Ogilvy and Havas, developing strategies and campaigns for global giants like AMEX, KFC, IBM, Toyota, UNICEF, and LinkedIn. In 2019, Sam moved from Australia to New York City to build the social media capability within Havas, building a team from scratch. Now, as Director, Global Content & Advocacy at SkinCeuticals within L'Oréal, Sam leads all digital content and advocacy efforts. His achievements at SkinCeuticals include a successful new brand launch, signing their first celebrity ambassador (Sofia Richie Grainge), building a strong advocate network of doctors, dermatologists, and plastic surgeons, and launching numerous new innovations, including P-TIOX—the brand's most successful launch in over ten years. In addition to his agency and in-house experience, Sam has also spent the last 10 years building his own personal brand as a social media influencer and content creator, partnering with major brands including W Hotels, Adidas, Tourism Australia, Design Within Reach, and Speedo, to name a few. With his unique blend of agency background, in-house leadership, and personal brand expertise, Sam brings a wealth of knowledge and a fresh perspective to the dynamic world of social media.