This PR Life is a new series by PRovoke Media where we profile people in and around communications as an industry and find out more about what they do and what makes them tick. Today, we are chatting with Sammy Albon, influencer strategy lead at PrettyGreen.

Albon leads innovative influencer marketing strategies for global clients at PrettyGreen as well as provides counsel to senior clients, driving successful influencer partnerships and business growth. He is also a champion of diversity, equity, and inclusion within the creator economy, ensuring accountable activation.


PRovoke Media: In a nutshell, how would you describe your role in comms to someone who has no idea what it entails?


Sammy Albon (SA): I make sure brands show up in culture in a way that actually matters to people – mainly through influencer and social strategy. That means finding the right voices, shaping the creative, and making sure the content performs. In simpler terms: I connect brands with people, using ideas that are smart, scroll-stopping, and never cringe.

PM: Is there anything about your role that your colleagues don’t get?


SA: Probably how many spinning plates there are. Influencer work can look simple from the outside –“just get someone to post” – but in reality, it’s creative, commercial, legal, production, media… all rolled into one. Also, the number of tabs I have open at any given time? It’s a cry for help/ manifestation of my mental state.

PM: What is the highlight of your job that always puts a smile on your face?

SA: Innovation. So helping clients be at the forefront of what's what's now, what's hit, what's happening, the things that we need to be aware of, trends within the industry, and emerging tech platforms.

We’re also members of the Influence Marketing Trade Body (IMTB), so I work quite closely with them to make sure that we're pushing the industry in the right direction as well.

PM: Which country do you work in and what is it like working there?


SA: Most of my time is spent in the UK and I split that between our office in Shoreditch, Old Street, which is directly above a Nandos. The rest of the week is spent working from home and that's where I get most of my work done because I'm not trying to pester other people and talk to them non-stop.

I do spend a lot of time in Europe as well. So most of the time when I'm out of the UK, it's in Amsterdam. Having a lot of European clients means juggling time zones. Lots of tea, lots of caffeine, lots of sighing. Apparently Brits sigh a lot.

PM: What’s the first thing you do when you step into the office to kickstart your day

SA: Usually, open my laptop, realise I’ve left over 60 browser tabs open and immediately need caffeine. Once I’ve reset the chaos, it’s Teams check-in, emails, and then jumping straight into work for the day.

If I’m in the office, I’ll usually do a lap – say hi to the team, chat about content we’ve seen, and warm up the social brain. If I’m WFH, I’ll do a smaller lap – say hi to my cats.

PM: What are three must-have items in your work bag that you can't live without?


SA: My Loop Earplugs – basically a lifeline when I’m trying to focus on the train, keep my brain sane when I travel through London. Do I say Laptop? Am I that boring? 100%. I live and die by my Ocean Bottle coffee Thermos (thanks to Millie Allen, Head of Marketing over there!).

Also, honourable mention to my Pret card. It deserves a knighthood.

PM: What’s your go-to office lunch that never fails to brighten your day?


SA: I wouldn't say it brightens my day. I would say it's much more functional and just serves a purpose. Same meal every time. You just know, it's routine. Sorry, this is a really boring answer. But if I'm working from home, it's something on toast. If I'm feeling particularly bougie, it's a jacket potato with that same filling in it. 

PM: What is it about comms that draws you in and keeps you passionate?


SA: Getting into the insights around audiences. I love that. And I love the mix of culture, creativity, and impact. And when you do things and you almost doubt yourself when you're doing it, you're like, "Oh, it works." I like working at a BCorp because it helps me sleep better at night knowing that we're doing good work that is better for the people in the planet that they live on.


PM: If you weren’t in comms, what would you be doing?

SA: Great question. I did think at one point I'd be a teacher, but I've since learned I do not have the patience for that. So, honestly, I don't have an answer to this question.

PM:  What’s the first thing you do to unwind when you clock off for the day?


SA: I wish I could say I’ve got a picture-perfect 5-to-9 routine, but that would be wildly misleading. Most evenings I’m horizontal on the sofa, playing Fortnite badly and hanging out with my cats. It’s not glamorous – but after a day of creative chaos, I’m officially in wind-down mode.