About Tyedal

Before joining Tyedal, Samantha was Head of People and Culture at Gain Theory, a global marketing effectiveness consultancy (part of WPP), where she played a key role in the transformation of the business. As a member of the Leadership Committee, she partnered closely with the C-suite as the workforce expanded and directed the people dimensions of a rebranding initiative, a full-scale culture change and multiple restructures. Her career also features eight years with Star Energy Group Ltd, where she led the company's HR function and was a major driving force behind several mergers and acquisitions and the shift from a private to a public company.

The insight Samantha brings to Tyedal is rooted in a dynamic blend of professional experience. With a values-led approach, natural empathy and a high level of emotional intelligence, she quickly gains trust and is deeply committed to making the workplace a happy one, because when a workforce is engaged, business goals follow.

Mariia is a Marketing Effectiveness Analyst focused on turning data into clear, useful insights. She help teams move past "likes" and "clicks" to figure out what is actually driving sales and growth. By tracking performance and analyzing different marketing channels, Mariia helps take the guesswork out of budgeting so we can spend more effectively. Mariia loves digging into the numbers to tell a simple story about what’s working and where clients can improve.