Mother Design Hires Sam Belt as First Head of Strategy in London

Mother Design, the independent global design studio within the Mother Family, has today announced the appointment of Sam Belt to the newly created role of head of strategy in London. Bringing over a decade of award-winning industry experience, Sam joins Mother Design from Nike, where she served as director of strategy, Global Key Cities.

This hire introduces a strategy leadership role for the first time in Mother Design London, as it continues to strengthen its strategic offerings during a pivotal growth phase and increasingly focuses on helping clients solve complex challenges.

Sam will be responsible for overseeing the strategy team and leading the existing client portfolio. Additionally, she will spearhead thought leadership and proprietary research initiatives, as well as drive new business and agency development efforts. She will be tasked with guiding the studio's strategic direction to broaden its impact within the industry.

"After searching for the right person to be our first head of strategy, we finally met Sam, and she’s fantastic. With incredible experience working on brands the world truly loves - from Nike to IKEA - Sam’s leadership in brand, design, and experience is exactly what we need,” said Kirsty Minns, ECD and partner at Mother Design. “Her approach to solving problems aligns perfectly with ours, and I can't wait to see the amazing work we'll create together."

In her most recent role as Nike’s director of strategy, she worked cross-functionally to develop and execute Nike’s Key Cities Strategy, encompassing business and brand activation. Sam’s leadership spanned across markets, multiple consumer types and a wide range of marketplace dynamics. She implemented and developed best practices and leveraged new opportunities to scale the Nike brand and its deep connection to its consumers and fans. Before Nike, Sam was director of strategy at Work & Co, where she collaborated on leading the global strategy function and defined the brand practice, seamlessly integrating brand design with digital product design.

"Mother has always championed the power of creativity,” said Sam Belt. “When you walk into the studio, you can feel the energy. It's a privilege to be trusted to lead the strategy for Mother Design. From brand expression, product and service design, to re-imagining business operations, our team will aim to make a positive impact in every space between a brand and its consumer."

Sam is based in London and reports to Partners Kirsty Minns and Kathryn Jubrail.