Samantha Kelley is a dynamic force in Canada’s media landscape, known for blending cultural insight with creative rigor to drive real business impact. She began her career in strategic media planning at top creative and network agencies, working with iconic brands like L’Oréal, Desjardins, and Air Canada—early proof of her ability to connect brands to culture in meaningful ways.

She joined Touché! in 2007, where she deepened her retail expertise leading major accounts like Loblaws, Sport Chek, and Metro. Her talent and leadership sparked a rapid rise—four promotions in seven years—culminating in her oversight of the whole of Canadian Tire Corporation portfolio. As Managing Director of Touché! Toronto, she scaled the team and led national work for brands including Volkswagen, Diageo, and Uber.

In 2023, Samantha was named CEO of Touché! Canada and OMG Montreal, where she leads with a creative mind, a strategic edge, and a deep commitment to collaboration. With over 100 industry awards, including two Cannes Lions, and active roles on the boards of Numeris and the CMDC, Samantha continues to push the industry forward—mentoring the next generation and helping brands show up where culture lives.