Sam Kelly

Sam Kelly joined the Virgin Group in 2025 as its first Chief Experience Officer, bringing more than 25 years’ experience in music, media and marketing. Previously Global Chief Marketing Officer at AKQA, he has led award-winning campaigns for brands including Nike and Rolls-Royce and helped develop Future Lions at Cannes Lions. At Virgin, Sam oversees brand and marketing across the Group, championing customer experiences that are epic, memorable and unmistakably Virgin.