Our team / Samantha Smithson-Biggs

Samantha Smithson-Biggs


Sam is the Chief Operating Officer of Digital Futures, with responsibility for People, Engagement Management, Technology, Marketing and Communications. Sam has over 25 years experience in the financial services sector, is a qualified accountant and executive coach.

Over her career, Sam has worked for several FTSE 100 organisations, leading major transformation initiatives.

Prior to Digital Futures, Sam was Transformation Director at Aviva, with responsibility for a portfolio of strategic programmes focused on delivering cultural change and operational excellence across the group.

Sam is a champion of diversity and inclusion, and provides continuous support to professional networks, with a particular focus on the development of women in leadership.

Sam is a mother of two girls who drive her to be the best role model she can, she is a keen runner with 3 marathons under her belt and Triathlete.

“Have the courage to start and the heart to finish”

Samantha Smithson-Biggs, COO
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