Sam Willoughby

Sam Willoughby is an accomplished event management professional with extensive experience across various roles in the industry. Currently serving as Event Director at Health and Wellbeing at Work since February 2023 and as Managing Director and Founder of Lime Events Group since January 2018, Sam has demonstrated a strong entrepreneurial spirit and leadership capabilities. As Head of Events at Velo - B2B Marketing Agency since August 2021, Sam develops and delivers a range of brand-led events, while also founding and managing Live Well London, a festival focused on promoting healthier lifestyles. Previous experience includes acting as an Independent Consultant for GSMA, where Sam led the launch of a sponsorship management programme, and holding multiple positions at Reed Exhibitions, notably as Event Director for International Jewellery London. Sam’s career began as a Senior Marketing Executive at Michael Page Recruitment UK Ltd and further evolved in the telecoms conference sector at Informa. Sam holds a degree from the University of Hull.