Sam Fay

CMO , Layered Reality

Sam Fay is a senior-level marketer with an impressive track record, boasting over two decades of experience working with renowned global interactive entertainment brands such as LEGO, Guinness World Records, Eidos, and Electronic Arts. With over a decade spent as a board-level Senior Vice President at Guinness World Records, Sam played a crucial role in the development of GWR Attractions within the Ripley's franchise. Between 2009 and 2012, Sam relocated to New York, where they served as the Managing Director for The Americas at Guinness World Records, successfully spearheading the launch of the US business and establishing crucial offices in Dubai, Beijing, and Tokyo. Sam's expertise also extends to forging licensing and brand partnerships, having collaborated with distinguished organizations and entities, including NASA, Virgin, The United Nations, LEGO, and National Geographic.