Samantha is the Founder of YAP Global - an international digital assets PR and communications firm that works with meaningful companies and organisations in the cryptocurrency, decentralised finance (DeFi) and web3 sector. Since founding the agency in 2018, she has built YAP Global to be the link between complex cryptocurrency technology and mainstream media.

Under her leadership, YAP Global has grown into a multi-region agency serving some of the most prominent names in the digital asset ecosystem, which include Coinbase, NEAR and Lido Finance as clients. She has also launched YAP Cast (a podcast series exploring crypto and DeFi) and The Context (a newsletter that provides a grounded perspective on developments in crypto, DeFi and web3 industries).

As Founder, Samantha remains closely involved in the agency's strategic direction alongside the leadership team. She is a prominent voice in the digital assets industry, having spoken at major events including TOKEN2049, ETHDenver, ETHCC, Digital Asset Summit, Zebu Live, and BUIDL Asia and Europe, where she represents the agency's vision of continuing to tell stories and build trust for the digital asset industry.

Prior to delving into PR, she worked as a broadcast journalist and producer for Channel NewsAsia Singapore. Samantha also gained extensive international journalism experience in Melbourne, Jakarta, Hong Kong and Kuala Lumpur.