Meet Sam Crawley

Sam leads how Henley shows up in the world, from the website and newsletter to print, design, and the stories we tell about our clients’ growth. Born and raised in Seattle, she brings a marketer’s eye and a deep respect for the patient, unglamorous work of leaders changing from the inside out.

What fuels your work in marketing?

I’m driven by people and community. For me, marketing is less about competition and more about connection—it’s about telling real stories that resonate and move people. I believe in a rising-tide approach: when we lift each other, we all do better. That’s the mindset I bring to every campaign and every conversation.

What’s your background?

I grew up the child of two marketing teachers, so I was practically raised on taglines and campaign pitches. Over the years, I’ve worked across leadership development, outdoor travel, and education, building viral product launches, doubling web traffic through storytelling, and launching new digital platforms from scratch. At Henley, I lead all things marketing, from brand strategy to digital growth and creative campaigns, always with a values-driven, human-centered lens.

What sets your approach apart?

I take a triple-bottom-line approach, prioritizing not just profit but overall impact. I align closely with our executive team to ensure marketing reflects our mission, and I thrive on helping small but mighty teams punch above their weight. Strategy and heart can, and should, coexist.

Certifications & Education:

• B.A. in Society, Ethics & Human Behavior

• M.A. in Business Management – Social Impact & Sustainability

• Professional experience in marketing leadership across multiple industries, with a focus on purpose-driven brands
  

What are you learning right now?

I just finished Emergent Strategy and Radical Belonging, and regularly tune into This American Life and Tangle for fresh perspectives. Disability Visibility has also been deeply moving and instructive. I’m always looking to learn more about how we can create inclusive, authentic marketing that reflects the richness of the communities we serve.

What brings you joy outside of work?

I love to travel. Whether it's local trips with my partner in our camper or hopping a flight to catch a soccer match in Europe. I cherish time spent with my close friends and family. On weekends, you’ll usually find me cooking something elaborate, reading, or spending time with loved ones. I’m most proud of the deep female friendships and community I’ve created throughout the years.

What are you proud of professionally?

I’m proud of creating marketing campaigns that feel like real connection, rooted in emotion, values, and story. I’m proud of being a lifelong learner and of building systems that amplify good work. I’m proud to be at Henley, where the way we show up in the world is just as important as what we do.

Favorite Quote:

“No matter what our intentions, everything we say and do in the pursuit of justice will one day be outdated, ineffective, and yes, probably wrong. That is the way progress works. What we do now is important and helpful so long as what we do now is what is needed now.”
— Ijeoma Oluo