Bench Media Strengthens Strategic Capability Appointing Andrea Samuel as Strategy Lead

Independent full-service media agency Bench Media has appointed experienced growth strategist Andrea Samuel as Strategy Lead, further strengthening its strategic advisory capabilities as the agency continues its next phase of growth

In her new role, Samuel will lead Bench's strategy offering, partnering with clients to connect business objectives with customer understanding, market and competitive insights, and media strategy to drive stronger commercial outcomes.

L-R Andrea Samuel Jess Torstensson Ori Gold Bench Media

Jessica Torstensson, Client Growth Director at Bench Media, said clients are increasingly seeking partners who understand the broader business context behind their marketing investments.

Torstensson said:

"Andrea brings an exceptional ability to connect business strategy, customer experience and media in a way that's both data-first and commercially focused."

"Her experience strengthens how we partner with clients from the earliest stages of strategic thinking through to execution and measurement, ensuring every recommendation is outcome driven."

Samuel brings more than 20 years of experience spanning business, brand and marketing strategy across Australia and Asia-Pacific.

Throughout her career, she has partnered with leading global brands including Samsung, L'Oréal, Ferrero, Abbott, Mondelēz, LVMH and Citi, helping organisations’ navigate business transformation, unlock growth opportunities and build stronger customer connections.

Her strategic work has been recognised with multiple industry awards, including Cannes recognition and an Effie Award for the inaugural Samsung Galaxy Camera campaign.

Ori Gold, CEO and Co-Founder of Bench Media, said the appointment reflects the agency's continued investment in helping clients navigate an increasingly complex marketing landscape.

Gold said:

"Bench has never seen its role as simply planning and buying media for clients. The best outcomes come from understanding a client’s business challenge, developing a deep understanding of customers, the market and the competitive landscape, and then making smarter media investment decisions."

"Andrea brings exactly that mindset to the table. She'll help us ask better questions, identify new opportunities and deliver even stronger commercial outcomes for our clients."

"Beyond her impressive experience, what really stood out was her curiosity, strategic thinking and collaborative approach. She's a fantastic fit for our team and our clients."

Samuel said she was excited to join Bench at a time when marketers are under increasing pressure to deliver stronger commercial outcomes in a rapidly evolving environment.

Newly appointed Strategy Lead, Andrea Samuel said:

"Today's marketers are navigating rapid advances in technology, changing customer expectations and growing pressure to demonstrate market impact."

"What attracted me to Bench was its genuinely strategic approach and its ambition to help clients solve business challenges, not just marketing ones. The team has built a strong reputation for combining independent thinking with measurable outcomes, and I'm excited to help further strengthen that proposition."

The appointment reflects Bench's continued investment in helping clients make smarter business and marketing decisions.

Through a senior-led, independent approach that combines strategy, customer understanding, media investment, data and technology, Bench continues to strengthen its position as a strategic media partner for brands seeking measurable growth.