Samantha Deacon, MBA | Source | Brand Marketing at Baldwin Hardware

As a natural-born storyteller, Samantha seeks the unique attributes that define each brand and package them creatively to engage customers, encourage purchasing, and foster long-term loyalty. Typically, she achieves this by conducting data-driven market research and analysis and then presenting those findings to fellow senior management in terms that align closely with measurable business objectives. In every case, Samantha's goal is to boost revenues across all areas of business, all while delighting customers. From her perspective, these two goals must complement one another if both companies and consumers are to benefit.