Samantha Fay

Samantha Fay oversees the global brand strategy, new product development, and strategic partnerships at Guinness World Records, in addition to leading the innovation division, The Records Lab.

She collaborates with leading agencies and global brands to elevate well-known brands to unprecedented, record-setting levels through innovative campaigns. Among her cherished experiences are awarding Michael Jackson his certificates, encountering the Queen, and joining Michelle Obama on the White House lawn.

Fay’s commitment to her field is exemplified by her active participation in high-profile industry events around the globe, showcasing her dedication to sharing knowledge and insights. Her involvement in speaking engagements at renowned forums like Cannes Lions and the China International Advertising Festival highlights her passion for influencing and shaping the future of marketing and strategy. Through these platforms, she not only contributes to the discourse but also stays at the forefront of industry trends, underlining her unwavering dedication to professional growth and industry advancement.