She joins the agency's 20-strong team and has been briefed to help build the skills and reputation of Amaze PR, part of digital marketing and technology company Amaze.

She has already won her first piece of business for the agency, Manchester City Football Club.

Sam was previously head of PR at Save the Children and brings a wealth of consumer PR, entertainment and NGO comms experience. She has also worked at Sky Arts, Sky Movies, and Channel 4.

Amaze PR director Sandra McDowell said: "Sam brings a strong portfolio of PR experience and impressive communication skills from her previous agency and in-house roles."

Sam said: "I'm thrilled to join Amaze at such an exciting time; it's a major player nationally and now internationally and the PR team, with its experience of creating and managing content and conversations, sits right at the heart of the business."

Amaze PR's portfolio includes Unilever, Eurocamp, The Cooperative Group, The Saucy Fish Co and Coca-Cola Enterprises.