About Sam Risker
Strategic AI marketing guidance, grounded in experience and judgement.
A considered approach shaped by real-world experience
I'm Sam Risker, a multi-award-winning senior AI marketing consultant, speaker and educator. I help organisations cut through noise, navigate change and use AI in ways that genuinely support their marketing goals.
For nearly two decades, I've worked across strategy, marketing and innovation, supporting leadership teams and growing businesses as they adopt and evolve. I've seen the progress AI can create when it's implemented with clarity and accountability, rather than quick fixes.
My focus is judgement and practical progress: helping organisations understand what's worth doing, what isn't, and how to move forward with confidence, even when the path isn't obvious.
Turning complexity into confidence through clarity and perspective
AI is moving quickly, and for many organisations it can feel overwhelming. Tools change constantly, advice is often conflicting, and expectations can be unclear.
I work with senior leaders, marketing teams and organisations to translate complex ideas into clear, actionable insight. This includes advisory work, strategic implementation, speaking and education, all grounded in experience rather than hype.
My approach is calm, practical and outcome focused. No inflated promises. Just clear thinking, informed decisions and confident next steps.
Experience and understanding
My perspective comes from hands on experience and long-term exposure to how organisations really work.
I grew up in my parents' hotel in Scarborough, later working in the family bar and restaurant full time whilst studying for my first degree. That early immersion in hospitality taught me resilience, responsibility and how to balance managing people, customers, and decisions in real time.
Upon graduation, I gained international sales and marketing experience working for an overseas property company based in Marbella. My genuine interest in marketing led me to study for a Postgraduate Diploma in Marketing at Durham University, which gave me the theoretical knowledge that still forms the basis of how I approach projects today.
Since then, I've served as an Enterprise Champion for Business Link and volunteer business mentor for The Prince's Trust, supporting founders and small businesses as they build sustainable, scalable organisations across the Yorkshire region. I went on to become Marketing Manager for a national food brand and have delivered digital and paid media strategies for national and international brands, alongside advising organisations on AI and marketing adoption.
I've spoken on AI, marketing and digital transformation for organisations including the Department for International Trade and the Federation of Small Businesses, and served on an AI marketing panel at an event that was part of Leeds Digital Festival, working with audiences from SME founders to senior leadership teams.
Recognition
My work has previously been recognised by:
A bit more about me
First and foremost, I'm a mum to two brilliant children. I'm Yorkshire born and bred and share my home with Betty, my Rottweiler, who's basically my third child and absolutely convinced she's a baby.
I'm an ENFP for those who know, and proudly 'neuro-spicy', because it makes me who I am: creative, passionate, able to see connections others miss and juggle multiple complex projects with energy and focus.
I'm deeply curious and academically driven, aspiring to pursue a PhD exploring how emerging technologies, particularly AI, influence creativity, decision making and organisational change.
Creativity has always been central to who I am. I've loved art, music and musical theatre from a young age and continue to draw, play the piano and saxophone, which I have recently revisited.
I also really enjoy musical theatre, and particularly Chess (who'd have thought a Cold War musical could be so good!).
I'm a geek and proud. I genuinely love a game of chess or Scrabble, and I take real pride in my cooking, with a proper roast dinner being my signature dish.
I love a challenge and the sense of achievement that comes with it. I climbed Snowdon with 20 friends for my 40th birthday and have my sights set on Ben Nevis next, though I'd need to do some serious training first.
Who I work with
I typically work with organisations and teams navigating growth, change, or increasing complexity.
Founders and leadership teams in growth-stage businesses
Marketing and commercial leaders navigating change and increasing complexity
Organisations exploring how AI fits responsibly into their marketing
Industry bodies and educational institutions looking to upskill their audiences
While my experience includes working with large, established brands and institutions, my focus today is on supporting ambitious organisations who want clear thinking, trusted perspective, and practical guidance as they navigate change. This is where my experience creates the greatest impact.
Let's start a conversation
If you’re exploring how AI fits into your marketing, navigating growth, or looking for a speaker or advisor who brings clarity and calm to complex topics, I’d be happy to talk.
Every organisation is different, and the best place to start is usually a conversation.
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