Diana Brandl is a longtime C-Suite assistant, and host of the Executive Office Insights podcast.
In this spotlight episode, Diana interviews Samantha Cox, former EA to Sir Richard Branson.
CONNECT WITH SAMANTHA
ABOUT SAMANTHA
Samantha Cox’s career journey is indeed impressive and diverse, showcasing her expertise in Executive Assistant, Hospitality, and VIP Guest Services roles. Her extensive experience, spanning over 20 years, has involved working with high-profile clients and in various locations around the world.
One notable highlight is her time working for Sir Richard Branson, the Founder of the Virgin Group. During her tenure, she not only served as an executive assistant but also became part of a select group managing personal affairs, budgets, charitable initiatives, and coordinating celebrity visits, while being based on Necker Island. Her involvement with Virgin Unite and The Elders demonstrates her commitment to philanthropy and global issues, supporting initiatives founded by Sir Richard Branson and Nelson Mandela.
Samantha’s international exposure is evident through her travels to the Caribbean, Central America, the Far East, Australia, and Europe. Her role as the Corporate Director of VIP Guest Services for Seminole Hard Rock Hotel and Casinos in the USA further enriched her professional portfolio.
Returning to Australia, Samantha opened the award-winning hospitality venue, Shell House, in Sydney CBD. Additionally, she launched her consulting business, Samantha Cox International, at the end of 2023. Her mantra of saying “yes” reflects her energetic and driven nature, encouraging a positive mindset and a willingness to embrace new challenges.
With a background that spans continents and industries, Samantha Cox continues to be a dynamic and passionate professional in the fields of executive support, hospitality, and consulting. Her multifaceted career showcases a commitment to excellence and a willingness to explore diverse opportunities.
ABOUT EXECUTIVE OFFICE INSIGHTS with DIANA BRANDL
Executive Office Insights is a podcast for executive support professionals hosted by Diana Brandl – an accomplished trainer, consultant, coach, and former C-suite senior executive assistant with nearly two decades of experience at renowned international companies, this podcast dives deep into the evolving world of executive excellence.
Diana explores the critical themes shaping the modern workplace, including leadership dynamics, digital transformation, AI, and the future of work. Featuring insightful conversations with a diverse range of German and English-speaking experts, each episode equips listeners with actionable insights and strategies to thrive in the ever-changing executive office landscape.
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EPISODE TRANSCRIPT
Jeremy: 00:46
Welcome to the Leader Assistant Podcast. It’s your host, Jeremy Burrows, and one of the things I love about having my own show is I get to decide what I want to produce and share and publish on this show. So one of the things I’ve done, if you’ve been listening for a while, is spotlight other executive assistant podcasts. The whole assistant podcast by my friend Annie Croner, the Ask an Assistant Podcast by Jess Lindgren, are a couple of them that I’ve spotlighted several times on this show, the Leader Assistant Podcast. Today I’m excited to spotlight my friend Diana Brandl’s show called Executive Office Insights. Diana has had some amazing interviews over the years on her show, formerly known as the Future Assistant Podcast, but now it is called Executive Office Insights. Definitely check it out, and I’ll link to it in the show notes.
Jeremy: 01:45
But I hope you enjoy these featured episodes with Diana and her amazing guests.
Diana: 02:17
Have you ever thought about how is it like working for Sir Richard Branson? Well, I might have some answers for you because I had the wonderful opportunity to talk to his former EA, Samantha Cox. Sam is based in Sydney, Australia. I do miss her because it’s been years since I saw her last. We were working uh in Berlin together for a client. But um I always keep in touch with her. We always get together virtually, and yeah, she’s here on the podcast today. And I can’t wait for you to introduce her because she’s not only the former right hand of Sir Richard Branson, she has a huge background in hospitality and VIP guest services. And there’s always something new around Sam, and she’s going to share some of her plans for 2024 with us. So let’s get started. Welcome everybody to the podcast of Future Assistant, a podcast full of inspiration, encouragement, and empowerment for administrative professionals. Tune in, level up, and get motivated by the stories you are about to hear. I’m so excited to bring wonderful guests to the show. And one of them is a dear friend of mine, and she’s one of the nicest out there in the circuit of speakers. I have to tell you that. And it’s been way too long that we have met in person. But welcome to the wonderful Samantha Cox.
Samantha: 03:48
Hey Sam, how’s life? Life is wonderful. Thank you, Diana. Thank you for the kind introduction. Um, it has been way too long. Um, but starting the new, lots of exciting things, and um, yes, I couldn’t think of a better way than kicking off with one of my podcasts with you.
Diana: 04:03
Thank you so much. And you have to tell us where are you based right now? What time is it? It’s 7:30 a.m. my time here.
Samantha: 04:10
So it is 5:30 p.m. Um in Australia. I’m based just north of Sydney. Um, it’s summertime, and so I’m melting here a little bit. Um, but yes, it is what day is it today? It’s Thursday today. Um, so it’ll be your Thursday morning, right? Yes. Right. Yes.
Diana: 04:25
You know, we are not envious at all that you tell us, you know, it’s summertime in Sydney, because I do know that for sure we’re gonna have a few listeners tuning in from Canada or you know, European parts, you know, where January is a tough month. But we’re we’re so happy for you that you get to enjoy the summer weather. And you actually just got back from Japan from a vacation. Any um, yeah, any things that you want to share with us briefly, like you know, I fell in love with Japan.
Samantha: 04:54
Why? Because of that. Yes. We um it was the first time my partner and I had been to Japan, and we wanted to go somewhere where both of us hadn’t been before. Um, and with my traveling history, it was a case of okay, let’s narrow this down to somewhere closest to home. Um, so we flew to Japan on the 26th, so Boxing Day, um, and we had two wonderful weeks there, and it was amazing because the people are just fantastic and kind and considerate, and the culture is beautiful. We were very fortunate. We traveled all over Japan, we headed down to Hiroshima and then worked our way back up and left um all with the last couple of days in Tokyo, but just lovely people, an amazing experience. It was cold, it was Christmassy, it was beautiful blue skies, um, but it was absolutely wonderful to be there, and we had a really, really great experience. So if anybody’s listening and thinking about going to Japan, definitely put it on your list.
Diana: 05:48
You know, it’s so funny, you know, since I was working for Sony for so many years, and of course the headquarters is in Tokyo, I never made it to Tokyo. I was begging my boss to come, but I only made it to London, to the European headquarters a couple of times. But my brother is a big Japan fan, and I keep hearing from people who go there the first time, they come back and they say, I love it. So, speaking of Christmas, so do they decorate? Is it something you compare to the UK or Australia?
Samantha: 06:14
Absolutely. So it was quite funny because when we flew in, we flew into Tokyo and flew straight down. Um, and it felt very Christmassy in every major city or town we went to, every tree had their lights on, and all the beautiful temples and castles all had light shows every night. Um yes, it was very special, it was very festive. Um, and like I said, the Japanese people are just beautiful, really, really welcoming and kind. Um, so yes, it definitely ticked all the boxes. Um, wonderful.
Diana: 06:42
And I bet you enjoyed the food as well, right?
Samantha: 06:45
Yes, I came back and I was like, okay, maybe not to enjoy so much more food in the next couple of weeks.
Diana: 06:51
Wonderful. Thank you so much for the shout-out for Japan. Definitely on the list. Um, so why don’t you tell us a little bit about uh who you are, Sam? Because you know, there might be a person on our worldwide listeners who have never heard of your name. So give give us a little information. Who’s Sam Cox?
Samantha: 07:09
Of course. So um my name is Samantha Cox. Um, I was born in the UK and still called the UK home as such. Um, but I now am based in Australia and I’ve been here for many, many years. Um I’m 44 and I’ve spent a lot of my career doing lots of different things. But initially, when I was much younger, I had my passion for traveling and meeting different people, and I wasn’t necessarily a grade A student as such, but my learning and my way of um evolving was very much traveling. So when I could and when I was old enough, I moved to France at the age of 18 when I lived in France for some time, and then I went to Greece and lived in Greece for some time. Um, and then I was back in the UK for a couple of years, but then pretty much moved to Australia permanently in my early 20s. Um, and then my career is taking me all over the world, um, including in the Caribbean um and America. Um, and I’ve been back in Australia now for it’ll be five years in March. Um, and yeah, I love I love traveling, I love meeting people. Um, that’s very much who I am, which is an identical twin. Yeah, I know.
Diana: 08:13
We have to talk about your sister. And I know that you and your sister, you uh also have a passion for Bali, right? If I remember that well.
Samantha: 08:20
Yes, we do love Bali. Um and yeah, I just think we love I I personally love the traveling because I get to meet different cultures, and I think that’s so important, especially if you work in the some of the roles I’ve worked in previously, um, to have an understanding of what the world looks like outside of where you live. Um but now Australia’s home, and you know, I love living here, and you know, I still would love our travels, but um, definitely Australia’s home for the foreseeable future.
Diana: 08:46
That’s wonderful. So, would you say that, you know, your your I mean, my parents always gave us wings. You know, my brother has been living in Mexico over 10 years now. Um I’ve been all over the world, you know, now digital nomad. So would you say that this is something you you receive from your parents? Like, you know, they gave us wings to to see the world.
Samantha: 09:06
Oh, absolutely. Um, Mummy Linda is arriving tomorrow morning for the UK. Um and um I know that we definitely have an element of our travel obsession from mum. Not so much dad, um, but I think that, you know, back in the day when mum had us children, it was very much, you know, it was expensive and she had three children. Um, but ever since we were little, we’ve always had the privilege of being able to travel, whether it be camping in the south of France um or going further afield. Um, but I think that that definitely has helped me in my career because I’ve been exposed to different cultures and people and situations. And I think that yeah, it it’s it’s a special gift that my parents have definitely given passed on to me.
Diana: 11:13
Oh, that’s wonderful. And by the way, a big hug to Mummy Linda. I I met her in Berlin in Berlin a couple of years ago. She was with us when we were had a speaking engagement together, you and I. So it’s uh wonderful to see that she gets to visit, you know, her kids all over the place. So uh please say hi to her. Of course. Um so tell us a little bit how you became an assistant, actually, and a little bit more about your professional background. So um maybe some steps in your career that you want to like specifically like to mention.
Samantha: 11:43
So I think, and you know, I I make sure I talk about this when I do my speaking engagements or when I speak to anybody, really, because when I people always ask me, Oh, you know, did you go to college, did you go to university? And when I say, Oh, actually, I left school at 16, people are, you know, not shocked by it, but like, oh wow, that’s interesting because you’ve seemed to have such a successful career. Um, and I think as much as education is extremely important, I got my education from traveling, meeting different people. Um, and I’ve always had a passion for looking after people, I’ve always loved the tourism industry, the hospitality industry as such. Um, and I think probably one of my first roles when I was 18 when I moved to France, I was a worked as a courier on um a campsite, and that was welcoming people to the campsite, um making sure they had a great vacation, um, and then sending them on their merry way as such. And I think that passion for people and delivering experiences. Um, and that then kind of led me on to other smaller roles when it when I went back to the UK. Um, I was working for Toyota for a couple of years, and I was their um office admin and one of my mentors that I, you know, referred to quite often, he was my boss at the time, and he really encouraged my growth and you know, just that side of things of my career where I really realized that I loved looking after people, I loved being organized. I think um women in particular are naturally quite organised. Um, and I just felt that it was a role that I enjoyed doing. And then when I moved to Australia, I started to have another role um when I first moved to Australia as an admin role in an office, which I loved. And that then it kind of evolved in in my mid-20s. I was working for Virgin Blue, which is Virgin Australia now, um, as EA to the chief operating officer there. And it was a case of I just knew I loved what I did. Um, and then I had the opportunity to meet Sir Richard Branson, who obviously owns the Virgin Group. And how was the first encounter? Tell us petrifying. I think you know, I was 28 when I met Richard, um, and it was a case of we knew that he was looking for a new EA. Um, the role was going to be based out in his private island, NECA, in the British Virgin Islands. And Brett Godfrey, who founded Virgin Blue, had said to me, you know, Richard’s looking for a new EA. He was coming out to Australia at the time, and Brett suggested that I spend some time with him and just saw whether we had a a bond, I guess. And like lots of EAs and PAs. You have to have that click. Um we did. Um, and it transpired that, you know, from meeting him and spending a weekend doing lots of different speaking engagements that he was presenting. Um, and within four weeks I was packing up my house and moving to the Caribbean because I successfully had got the role as Richard’s new EA. Um, and all of a sudden I found myself moving to the Caribbean.
Diana: 14:32
So, would you say that is probably one of the fastest hires you ever had in your career?
Samantha: 14:38
The fastest and most scariest, I think, because all of a sudden I was going to a place I’d never been to before, working for you know, one of the most, and probably still is one of the most famous entrepreneurs in the world, um, moving to his private island. And, you know, thinking to myself, well, you know, do I have the skill set to be able to do this? Um, but Richard hires very much on you know that connection, that personality, that energy. And he taught me that, you know, that and fast forward, you know, a lot of my roles as leaders in businesses, I’ve hired on the fact that, you know, I’m not 100% sure whether people have got the skill set, but I can teach them that. It’s that personality, it’s that energy, it’s that, you know, that positivity that I was looking for. And I think that that’s what he found in me. And like I said, and before I knew it, I was moving to the Caribbean, and at the age of 28, I was working as Sir Richard Branson’s EA. Wow.
Diana: 15:24
So, I mean, was that really the the pinch me moment where you felt like I’m not even 30 and I’m working for such a high-profile individual, an entrepreneur? And what did Mummy Linda say all about that?
Samantha: 15:35
Um, so Mummy Linda was absolutely listen, she’s obviously like most mums, then your number one fan. Um they’re proud of you, they encourage you. And um, I think all of us are a little bit shell-shocked. Um, I remember phoning my dad, and he was having his hair cut, and my dad never swears, never curses. And I remember phoning him, and I said, Oh, Dad, you’re talking to the new EA to Sir Richard Branson, and I think he dropped the F-bomb, and he was absolutely so surprised. And I was like, you know, dad, it’s an opportunity that I couldn’t say no to. I can’t believe it’s happening myself. Um and it was one of those pinch-me moments, but I think that it’s the courage of thinking outside the box and having the bravery to be able to go, okay, I’m gonna take this chance, and it may work, it may not work, but if I don’t try, I’ll never know.
Diana: 16:18
Absolutely. So, you know, when we just imagine looking into a day or a week in the life of Richard Ranson, I mean, and you’ve been organizing this live. I mean, were there any routines? Was there anything that you said, okay, this is something that we kept doing? Or because he seems like he’s a pretty spontaneous guy from from how I see him in in the media. So, I mean, was the schedule, you know, planned, or was it sometimes even chaos?
Samantha: 16:47
So it was very structured when we were on NECA, so our day-to-day on Necker. Richard had at the time two EAs, myself and Helen Clark. Helen’s still with Richard. Um, and I’d get up and I’d be in the office first thing, would sit down, I’d sit down with Richard, go over any media from the last 24 hours, do initial emails. Um, Helen would then come in normally around 9, 10, um, and would have that structure of going, okay, what’s happening today? Very much a case of Richard would read any of the media from around the world about the virgin group or him. Um, and then we would go carry on with the day. You know, it’s he he he’s not your standard nine to five. Yes. Um, you know, he would do a couple of hours, then he’d go and play tennis, you know, then we’d catch up on our own personal emails, we’d be planning trips and those types of things. Um, and then what we obviously traveled the world with him and traveled a lot with him. And that’s sometimes when things got a little bit crazy because we’d have very tight schedules, but at times Richard would decide that he didn’t want to necessarily do something or he was tired. Um but we always made it work. We always made it work. Um, but it was interesting and it was so much fun.
Diana: 17:49
Yes, and when you look back, I mean, how many years did you work for him?
Samantha: 17:53
So I worked with him for about four and a half years. So I joined him when I was 28 and I finished with him when I was 33.
Diana: 18:01
And especially when you were, you know, living on Necker Island, was there anything you you missed? Of course, you know, not being very close to family members, I believe, but anything you missed and anything you specifically enjoyed also in that surrounding?
Samantha: 18:15
Well, you know, if you if anybody hasn’t heard of Necker or the British Version Islands, Google it because it’s beautiful. Um, and I think I, you know, I felt very privileged that I lived on such a beautiful island, but it also had its restrictions. Um, it wasn’t a case of, you know, if you ran out of shampoo, you could just pop in your car and drive to the supermarket. Right. You know, we lived on a 74-acre island um in the middle of the Caribbean, and at times being so independent as I am, it felt like, oh, it’s hard because I I’ve lost my independence because we are on an island. Um, but you know, just waking up and being able to walk to the beach every morning and have a swim before you start work, it’s you know, and I say that and it’s funny because I live by the beach now here in Australia. So we walked, I walk by the beach every morning. Um, but it’s something that’s yeah, it it it was an absolute privilege and I loved it. Um but yeah, it definitely had some limitations to it.
Diana: 19:05
Of course. So speaking of Necker, I remember, and you told me that story uh a few times before when there was the huge fire, and you know, for sure, a moment of crisis management for you. Do you do you do you recall the situation? Because I remember you had guests over on the island as well, right?
Samantha: 19:23
Yeah, and and and I was talking about it probably not that long ago. Um, and it was a moment in time we’ve been we had an awful tropical storm, which normally passed us by, and but this time, unfortunately, we got hit by lightning. So we had a flagpole on um the main part of um the main house on Necker. And I had Holly Branson, Richard’s daughter, Sam Branson, I had Kate Winslow at the actress fair, I had Eve, who’s Richard’s mom, who sadly passed away. Um, and it was chaos. And Helen was on holiday in in Europe, and I was there trying to manage everything. Um, and I think it was not only the shock of what had actually happened, um, but then realizing that you know I had 28 guests on NECA who had no passports, who had no ID, and trying to manage all of that, um, while also going through the fact that my whole office had burnt to the ground. So everything that I would normally refer to, or go and grab, or you know, the fax machine or the you know, scanning things in I no longer had. Um and you know, and yeah, it was a challenge. Um, but we got through it. And um thankfully everybody came, you know, nobody was harmed. Yes. Um and it was one of those things that kind of challenged me and my thinking and having to think outside the box. Um, but it was something that we got away with.
Diana: 20:36
And you know, you you receive every time when you go through such a, yeah, and that K is a horrible thing, it just teaches you something, you know, and and you learn something. And as probably a lot of people are listening, crisis management is something we’ve all explored. Sometimes uh it came out of the blue and we had to face it. I remember one day when I found out my boss is not going to be there tomorrow. So um, all of a sudden I had to prepare for all of that, right? So I think a lot of people can resonate with these situations. So I always say, you know, um, we need to really, really focus on resilience here, right?
Samantha: 21:12
And um and I think the biggest thing that I focused on was I didn’t realize how big my support network network was. Um, because all of a sudden I’m thinking, okay, who’ve I got in the British embassy who can help me with travel documents? Who do I know in the American embassy who can help me with travel documents? And you know, when I kind of took a deep breath and went, okay, what can I do right now? Who’s my network? It’s not all on my shoulders. Yes. Um, I was able to then go, okay, let’s talk about this. Let’s think how many people are in the from the UK, the US, wherever, and kind of slowly work through it, but using my network was a key to that success of making sure that everybody got home safely and quickly.
Diana: 21:49
And I and I’m still every time you tell the story, I I always say, luckily no one got harmed, right? I mean Amen. Oh, amen, indeed. So I know everyone, of course, knows Sir Richard Branson, and everyone, you know, has been seeing him on TV or reading an article. Um he has huge charisma, the leadership style everyone keeps talking about. But you’ve been exploring this guy 247. For quite some period. Was there anything you you would love to share with us where you say, Well, this is really I want the listeners to know about him?
Samantha: 22:25
I think and I saw Richard recently. He was out here with Virgin Voyages, which is his new cruise line. And I hadn’t I haven’t seen Richard for a few years. Um and I’ve always felt that he’s empowered the people around him to have their own opinions, to have their own thoughts. You know, just because he saw Richard Branson and he’s in his realm of success, he still absolutely values other people’s ideas and opinions. Um, and he very much encouraged that. And I think after leaving Richard and then moving to the US and with my own team of um people, it wasn’t just a case of, well, I’ve had this experience, so I know best. My team were amazing, and they’d bring different things to the table that I hadn’t thought about before or suggestions that I was like, oh, that’s a great idea. Um, so I think he really empowered me and left me with the learning of um thinking outside the box and not just putting people in boxes because that then doesn’t necessarily mean that they perform the best way, you know, giving them the freedom to think outside the box. Um, and he was always about, you know, you work hard and then when you have downtime, you enjoy that downtime. And he was very mindful of that.
Diana: 23:31
And he is so much fun being around with, right? I mean, you you always kept telling me we had so much fun laughing so much, and he was playing tricks on you and all these funny things because that’s that’s on top of it, you know, even if you work hard, but if if this is is is is right, it’s good, it feels good, and you you really have that connection. It’s so much fun running these extra miles, and you’ve been running for sure quite some extra miles organizing this man’s life, right?
Samantha: 23:58
Absolutely, and he was very much about that. Um, you know, and there’d be times when we’d be on the road for three weeks, and after three weeks on the road, when you’re in each other’s pockets 24 hours, you know, the last thing I wanted to see was Richard for a couple of days of my time out, and I’m sure you’ve got the same about me. Um, like anyone we you know that you work with, he was a great leader. I had a great relationship with him. We were very transparent and honest with one another. Um, and you know, we did run 100 miles an hour, it was exhausting at times. Um, but then when we had our downtime, that was also very recognized and rewarded and very much needed.
Diana: 24:30
Yes. Speaking of traveling, I mean, um, you’ve been with him on so many trips and together with Helen. So is it any anything that is still in your head when you recall the time you’ve been working with him, that you remember that specific trip or that specific personality you met on these trips?
Samantha: 24:49
Because obviously there were a lot. There were. And you know, I’ve been fortunate enough to meet Nelson Mandela, Archbishop Tutu, who, you know, both sadly passed away now. Yes, Virgin Unite. Yes, Virgin Unite, which is Richard’s Foundation. We’ve done some amazing things, you know. We’ve been in South Africa fitting hearing aids to children and adults and teenagers who’ve never heard before, and all of a sudden you’re seeing a 15-year-old boy who for the first time here is hearing his parents’ voices. Um, we I was very fortunate we went to NASA to see the second last spaceship takeoff um endeavour, and it was incredible. Buzz Old Run was there, and you know, that was an amazing experience of being in NASA and just being there seeing a spaceship take off was just incredible. Um, so there’s lots of things, and when I sit down and think about it, if I were to tell people, like, really? I’m like, yeah, really. Um, but I think you know, being blessed to meet some incredible people and see how people think and do things differently in different worlds, um, it’s it’s been a blessing and very, very, very lucky to be able to have done it.
Diana: 25:52
And thank you for sharing this with us because um I remember when I I had my talk with the former private secretary to Princess Diana, Patrick Jeffson, who you met as well, I I believe. Um he said, Mother Teresa was for sure, you know, wow such a personality. And uh when he was traveling with Princess Diana, they they were asked to to go to the private prayer room with Mother Teresa. And this moment, just the three of them in the room, he said he will always capture this moment. So um wonderful to hear these stories. So thank you for for sharing this with us. And by the way, we need to let our listeners know that actually Sam and I were scheduled to record the podcast a little earlier, but Richard came in between because, as you said, he was over uh with um uh you know uh the new project. Um so so how was it to see him once again? And Helen was there as well, right? Yes, so it was fabulous.
Samantha: 26:46
So I think it was the 5th of December. We were you and I were meant to be sitting in the correct. And I was like, I’m so sorry, I don’t mean to bump dump you. I love you, but I really would love to see Richard and Helen. Um so it was wonderful, and I haven’t seen Helen, so goodness, we were in Bali together for her 40th, which was must have been the July before COVID happened in the March. So I hadn’t seen Helen or Richard for goodness, four and a bit years. And Helen’s one of my dearest friends. Um and so our reunion was actually very intimate. She came to my hotel in Sydney, um, so it wasn’t in front of you know the whole of the crew that worked for Virgin Voyages, and so Helen came to my hotel and we had a very emotional hug and a long hug, and it was great to see her, but our relationship never changes. It’s still Sam and Helen, and a lot of people love seeing us together, and when we put it on social media, it’s like the A-teams back together. Um, and seeing Richard as well, um, I had the opportunity to take him for dinner um at a property that I opened um here in Sydney a couple of years ago. So we had a lovely dinner there. But like normal, he’s runs 100 miles an hour, so he’s you know, like all of us are getting older. Um, but it was it was fabulous, it was so lovely to see them both and to see Virgin Voyages, you know, the ship that’s out here, and I know it’s been in Europe for the summers, but it’s a beautiful ship, and he’s got you know a couple of them now, but it was really great experience to be able to go on board and see what the product and the brand is.
Diana: 28:03
And also the hotel side, you know, not the ships. But I recently hopefully I don’t get it wrong, but didn’t he also open uh an hotel in in Spain in Mallorca on the island?
Samantha: 28:13
Yes, so Virgin Limited edition is his boutique hotels as such. So NECA falls underneath it, mosquito falls underneath it, Lulasaba in South Africa falls underneath it. But the um property in Spain he opened, I think it must have been six not probably six months ago, but I’ve not been there, but it looks stunning.
Diana: 28:32
I know because Marcus and I will always go to Palma and we’ve been there actually in November, and something I read somewhere on the plane about Virgin, and I thought, wow, another baby for Richard. So, you know, as you say, he’s you know running 100 miles an hour, and you know, he’s just so creative. And I’m sure this you know transports also to the team around him, right?
Samantha: 28:54
Yes, it does indeed. You have to be able to keep up, that’s for sure.
Diana: 28:57
Yes, that’s true. So, you know, when we listen to you, Sam, and the wonderful memories you share with us, I’m sure that there are a lot of people listening right now, being in the EA business. We do have a lot of executives listening and HR people, so big shout out to this uh wonderful, diverse audience. But lots of EAs, of course, who think like, oh, that sounds like a great job. So how do I get to work for these kind of people? Obviously, we heard your story now, but is there any advice you want to give out that you know you definitely maybe should not only consider that part, but also that part of like being available 24-7. Any advice you want to give out?
Samantha: 29:35
Yeah, and I think there’s you know, there’s definitely sacrifices you have to make. Um, I’m 44, I don’t have children. Um, and I think, you know, I was with Richard from the age of 28 to 33, and you know, that’s a prime age. A lot of my girlfriends, you know, were having children, getting married. Um and so I did sacrifice a lot, you know, and being on NECA and being with Richard, who traveled so much, you know, there were things I missed, you know, I missed some friends’ weddings, and you know, I missed other people’s, you know, big birthday celebrations. Um but I think that kind of with what I was doing, it didn’t outweigh, but it equaled um, you know, what how what those things I missed. Um, but then you know, just even getting the role in the first place, you know, I was single at the time, I was living in Australia, um, I loved traveling, moving to a new country didn’t faze me because I’d already moved from England to Australia and I’d lived in France and Greece. Um, but I think having that courage to think, you know, I’m gonna give it a shot. If it if it doesn’t work out, it doesn’t work out. But if I don’t give a shot, then I don’t know whether it’s gonna work out or not. So I think that’s probably one of the biggest things that I’ve said, and still to this day, you know, taking that leap of faith and going, okay, I’m gonna find the courage to do this. And if it works, fantastic. If it doesn’t, at least I can say I tried.
Diana: 30:47
Honestly, and I always love when you say that, uh, also during your speaking engagements, um, that you give, you know, so much confidence out there. Like, give it a try, say yes to it, you know, of course, work hard for it. But yeah, I mean, sometimes we are so afraid of opening new doors, you know, because sometimes a door seems too big for us. And especially we women, we have the imposter syndrome kicking in, and sometimes we are not believing in ourselves. So I was just giving yesterday, I was uh talking with a client of mine, Porsche, I’ve been working with a long time, and um, I was talking about a growth mindset. I gave a talk on growth mindset and the difference between the fixed mindset and the growth mindset. And in many, many situations we are stuck in our fixed mindset. We compare to others, we feel like we cannot handle that, that’s a too big of a challenge. We’re gonna we’re not gonna win, we’re not gonna succeed, and then we stop. We don’t even try. So, um, and I know, and you’re gonna tell us about it uh in in a while that there’s a new challenge waiting for you as well with some great new projects. But I’ve always been that person that says yes to an opportunity and and sometimes figure out in between how or manage all of that.
Samantha: 31:58
I think that that’s the key thing, you know. I think if you can have the bravery to say, okay, let’s give it a shot, figure out what’s later. Um, and I think Rich also kind of really embedded that into me after meeting him, even though I already have it in me. But I think it’s a case of if you don’t do it or if you don’t try, you’ll never know. And I’d much rather know than think, oh, you know, on my deathbed, oh, I wish I’d given that a shot. I wonder where my life would have taken me if I had.
Diana: 32:24
So true. I absolutely so true. That’s so true. And I think um you you gave that motivation boost right now to our audience. So probably a few people who have a few thoughts in their heads, they say, Oh, all right, I should give it a you know, a try. Exactly. And especially at the beginning of the year, we need these motivation shoutouts. So thanks so much for that, Sam. So obviously, Richard was a huge part of your career, but you know, you left Virgin and you worked as executive assistant to Jackie O, an Australian commercial radio host, television presenter, and actress before moving to Florida. Um, you were heading out to the US. And I know that your heart really, really is connected to guest services, which led you to the next position. So why don’t you tell us a little bit about that? Because also when you talked about Richard and taking him to dinner, uh you talked about hotel location. So we really want to hear what came next.
Samantha: 33:16
So I think after I left Richard, um, that was must have been what 2012, and I didn’t have a role to go to. I just knew I wanted to come back to Australia. I knew that my chapter in Samantha Cox with Richard had kind of finished. Um and obviously after spending four and a half years in that role, my little black book of contacts, you know, had become quite substantial. Yes. Um, but one thing I was passionate about, and I think it led off the back of working for Richard was that guest experience. And obviously, working for him, I was exposed to some amazing experiences, you know, flying on private jets, staying in the best hotels, having some of the most incredible dining experiences. And I was approached by a gentleman called Larry Mullen, who at the time was running a very successful casino and hotel here in Australia, and he was moving back to the US to become the COO for Hard Rock Um Hotels and Casinos in Florida. And he’d reached out to me and said, Sam, would you think about coming over to the States and setting up the VIP guest services element of Hard Rock? Um, at the time they were very much a locals destination, but they wanted to transform that into an international destination throughout the brand. Um, and it was a role that, you know, at the time when he spoke about it, I thought, oh, you know, goodness, I can’t do this and had this whole, you know, I’m not good enough, I can’t do this. Here we go. You know, I’ve been approached, you know, the salary was amazing, and you know, the package was amazing and all those types of things. Um, but I just had that courage to go, yes, okay, let’s give it a world. What’s the worst can happen? And I spent six years over there, and I ended up with a team of over 45 team members. Um, I ran our the aviation program, the host program, our butler program. Um, and we turned what was a number of local casinos and hotels into international destinations. Um, and it was great fun doing it. I loved it. I loved delivering and going above and beyond that guest experience. Um, and that really is my passion. I love it. That is so you, I was gonna say that.
Diana: 35:17
That is so you. So you you just briefly spoke spoke about you know me and my team. So all of a sudden, the transition from the EA to a manager actually leading a team. So, how how was all of that?
Samantha: 35:30
Petrifying. Um I think because I’ve watched Richard over the years and other people within my career do it, um, I think that I probably had the confidence to naturally bring people on. And I’m a people person, I love people, I love being around people, so I think naturally that leadership skill I have. Um, but it was still terrifying. I had some moments of where I had to, you know, reach out to HR and ask them for guidance and ask them for advice, and there were situations where I was very unsure of how to deal with them, and you know, conflict resolution in situations where you do have a team and having to discipline people and you know give constructive feedback. Um, but I enjoyed it, and I think, you know, I think out of the whole team over the six years, I think I had two people leave because they were studying to be doctors or nurses. Um, but my team were very consistent, and you know, I’m very grateful for them. They made me very successful, and I hopefully I made them very successful. Um but definitely learnings along the way.
Diana: 36:27
And you know, I know that there are a few assistants out there who are heading into their first manager role. I remember when I was all of a sudden leading a team of three, uh, I had no one who really onboarded me. So is there any specific advice you want to give out to the first-time managers out there?
Samantha: 36:46
I think in the EA role, we manage so much anyway. Um, you know, we’re dealing with other CEOs, we’re dealing with, you know, people in organizations who are, you know, CEOs, CFOs, COOs. So I think we manage that naturally in those roles. So those skills naturally transfer over. Um but my big thing was I asked for help if I wasn’t sure of something, if I wasn’t sure of what the outcome or the answer of a question, you know, I reached out to other managers who’d been in those positions for much longer than I had, who had those expertise under their belt. And I think there’s no shame in doing that. It’s a case of just having, you know, the thought process of going, okay, well, I think this could be the right direction, but maybe I should run this by my other managers to see whether they would be on the same platform as me if that’s a decision that they would need to make. So reaching out and having those conversations and you know, saying, I don’t know all the answers. I’d love to have some advice around this.
Diana: 37:38
Very good. I love that. And not being afraid of, you know, asking that question because, you know, this is you know how you also learn and develop, you know. And I remember I once had a manager who told me, Diana, you can always ask me a question. You can even ask the question twice. You know, I’m not gonna rip your head off, you know, it’s it’s not a sign of a weakness. No, it’s a sign of a courage because you you ask, right? And you’re out there asking. And I think that’s a really, really good point you are raising here that people should not be afraid of asking. So when you were in this transition, and I know a lot of first-time managers coming from the EA profession keep telling me that sometimes they have to extra proof because they still have the sticker I was an assistant on their forehead. Is there anything you had, you know, encountered such stereotypes, or was your network and your community always there for you to support you? And you you never had to deal with these um sometimes unconscious bias.
Samantha: 38:34
I think I was fortunate because when I joined Hard Rock, there hadn’t been a VIP guest services director. There hadn’t been a team. So I was scrap starting from scratch. So as I slowly built my team, they slowly got to know me. It wasn’t a case of I was walking in to fill somebody’s shoes and taking on a team that had already been established. Um so I think I was quite unique in that perspective. I didn’t go into somebody else’s role trying to fill their shoes. Um and everybody was very welcoming. I think, you know, obviously, with my background being the formulator Sir Richard Branson, I think a lot of the management team and the, you know, the C AEOs and you know, that upper level of executives, they, you know, were very aware of my background, and I guess they thought that it was impressive in a sense. Um, and I of course I had to prove myself. Um, you know, and that was daunting and scary. Um, but I think I learned every day, and um, I had an amazing team of you know different departments and leaderships around me. Um and yeah, it seemed it went well.
Diana: 39:38
Wonderful, a wonderful career. I’m I’m always so proud of you when you share all these steps in your career. And and now, of course, this leads me to my next question. So, what’s 2024 going to bring for Sam Carks? Because I know you are working on a few interesting projects and we would love to hear them.
Samantha: 39:56
So, again, I’ve come to a kind of crossroads in my career where I need to take that leap of bravery and faith. Um, and I’ve wanted to have my own business for a long time. Um, I found that there’s some gaps in the market, not just here in Australia, but globally um when it comes to guest experience and a number of other things. So back in December, um, I decided to launch Samantha Cox International. Um check out my website.
Diana: 40:20
Um we’re gonna we’re gonna put everything in the show notes, folks. So don’t forget to reach out to Sam if you need support, of course.
Samantha: 40:28
And it kind of has four pillars. So I believe from being in America, then coming back to Australia, that guest experience element is lacking. Um, I feel that there is a lot of people are in the hospitality tourism world because they’re doing it as a job to get to the next step in their career. They don’t see it as a full-time career where they can become extremely successful, earn lots of money. Um, and therefore, when you go into hospitality venues or even in the, you know, on cruises or airlines or you know, hotels, the guest experience isn’t always what it should be. Um, and I really am passionate about what that guest experience should be. And I think a lot of organizations can become so much better with doing a few tweaks here and there, onboarding staff properly, making sure that staff members have the tools to be successful. So Symantic Ox International focuses on consulting for businesses who want to elevate that guest experience and need help with their internal guest experience. So, what is your staff guest staff experience? How are they on boarded? How are you giving the tools to be successful? Um, so that’s one pillar of Symantic Ox International. Um, I also have a big um passion for helping teenagers grow and evolve. So I have my mentoring side of my business, which I’m very excited about for 2024 because I think schooling doesn’t always give all the answers or give the support that some of our amazing, smart, intelligent children need. Um, and then I have my um speaking engagements, my podcasts, and these types of things that I do with you, Diana. And then I have a small portion of the business, which is that high net worth management, celebrity management, um, if and when needed. So very much going back to my EA kind of days, um, but that management and looking after people.
Diana: 42:10
Wonderful. Of course, we wish you all the best for these future endeavors. Because it sounds amazing. I know you’re going to succeed, I have no doubt. Because that’s your passion. So for those of you, for those of our listeners, because we we do have a lot of companies listening, if we want to book you, I mean, we’re gonna put all the website information, of course, in the show notes. But you know, what are the signature topics you you share on stage?
Samantha: 42:36
That really depends. Um, and you know, the last one I did, I sat down with Lucy Brazier, who I’m sure some of the audience will know. Um, and we spoke about, you know, being the forming a to Richard Branson, but my conversations have evolved since then because that was a long time ago, but it’s definitely given me the stepping stones to some of the things I’m doing now. Um, so it’s a really a case of you know, what do people want to know? Um, is it a driven conversation about having the courage and being passionate? Is it more about focusing on those stepping stones of how to get somewhere? Is it more about the guest experience and how to become, you know, really successful in that space? Um so it really is client dependent on what they really want to try and achieve from having a conversation with me.
Diana: 43:16
And what I also love that we just discussed is that you also talk about leadership because you transformed into that leader. You you’ve been leading a team for many, many years. And so this transformed also your your ways of you know thinking and and guiding. So I think uh there’s also so many things we can learn from you. Yeah.
Samantha: 43:35
Yeah, and I think I think having that forward thinking as well, because COVID’s caused so many things to happen. It’s now a case of we have to think outside the box, we have to think forward, we have to think about AI, we have to think about some of the technology that we have, and how can we use that to make sure that we become successful?
Diana: 43:51
That’s so true. So, my last question for you before I’ll let you go, back into the summertime in Australia. Not envious at all, sitting in my big sweater here. So, any plans actually heading back home to the UK because we have to share as well that you are actually actually from Bristol. So, anything planned because Mummy Linda is now coming over, anything going into the opposite direction this year?
Samantha: 44:18
Um maybe. Um, I’ve had a couple of these um potential engagements that I’ll maybe doing in Dublin um later on this year. So I always love going back to the UK. I love seeing my older sister who’s still there, and my nephews and my dad. Um, we were fortunate enough to spend last Christmas um in the UK. So who knows? Um, if I do, I would like to go for summer this time. A couple of weeks, hopefully, in the sunshine and visiting some of those lovely local English pubs that are around my mom’s house and just enjoying, hopefully, those long summer days.
Diana: 44:47
And please let me know if you are around. If you are on European ground, maybe I’m around. I will love to see you again. That would be so nice to reunite. Um for now, I can only say thank you so much for the great conversations. Always a joy working with you. As I said before, you’re one of the easiest out there. And any anytime I have an idea, you always say yes, and you’re always in. Um, so I think uh it’s wonderful for those of you who have not heard about you, not heard about your story, to get to know you. So everyone, make sure you reach out to Sam. She’s on LinkedIn. Make sure you check out the show notes. And if you need support in your guest service relations or anything connected around this, get the expert number one, which is Sam. So thanks so much for sharing your story with us today.
Samantha: 45:32
Thank you so much for having me. I hope everyone has a wonderful 2024.
Diana: 45:35
Thank you. Don’t forget to check in with Sam. We included all the connections to her into the show notes. You can reach out through LinkedIn or Facebook. And if you need any of her services, reach out to her. I can only tell you it’s so much fun working with her. I highly recommend her. I appreciate her not only as a trainer and consultant, I really, really highly rate her as a friend. So thanks so much, Sam, for coming and being my guest today. Thank you so much for tuning in. I really appreciate that you decided to spend your valuable time with me. How did you like the episode? Please make sure you leave a note or a comment and a review, and I would love to get your feedback. The next episode is in the making already, and I cannot wait to welcome you again at the Future Assistant Podcast. See you soon.
