Having grown up in a musical family, with her father being one of the first members of the legendary Irish born, South African group Ballyhoo, her mother a frequent song-writer for the band, and her brother a solo artist, Sam decided on a different career path and after matriculating, went on to study Theatre make-up artistry and special effects at the FACE TO FACE Academy North of Johannesburg.

Sam received her Diploma in Theatre and continued her studies until early 2005 where she completed her Diploma in International Marketing through IMM. With her sights set on completing her Degree in 2006, Sam was offered an opportunity to work with one of SA's top Public Relations Moguls, Marcus Brewster Publicity and began her ventures in PR and Events as Assistant Account Executive, working on accounts such as South African Breweries, Canderal, Merisant, Emerald Casino, Browns and Caprice Lingerie.

Almost a year later, Sam decided that her passion was Events and Entertainment and pursued a career at Sun International. At a long shot, she submitted her CV and was appointed on a three month contract basis as Assistant Event Executive within Sun Internationals Sports & Promotions department, working on events such as the Miss South Africa Pageant, the Nedbank Golf Challenge and Sun Internationals major Corporate Social Investment project event titled POSI+IVE.

By the end of 2006, Sam was offered the position to take over the POSI+IVE event as Project Manager which enabled her to work with many local and international musicians, fashion designers and culinary experts such as Grammy award winner John Legend, former Destiny's child member, Kelly Rowland and local sensations such as Danny K, Louise Carver, Loyiso, Parolotones and HHP to name a few.

Sam completed two highly successful and much publicised events at Sun City and in the end, assisted the event in generating over R3 million in funds that were handed over to the charities in support of HIV/Aids.

Today she is owner of her own company and continues to work on projects on a freelance basis. January 2012 saw her take on the role as Production manager for the South African Idols broadcast.

Her motto: 'You will never work a day in your life if you are passionate about what you do.'