Sam Cassels

  • Beachhead Advisor, Japan

Based in Tokyo, Sam Cassels is the Founder and CEO of Superdrive - a data driven marketing consultancy with offices in Singapore and Tokyo. He has been based in Asia for the last 20 years and is a professional creative thinker, designer and problem-solver.

Driven by value creation as a guiding principle for organisations, he has a burning desire to create, build and make things better. Sam also brings to the role an extensive career in marketing and advertising, having served as CEO of various Publicis Group and Saatchi & Saatchi offices regionally in Singapore and Japan. He has worked across a multitude of industries including automotive, technology, government, luxury, financial services and travel sectors.

Sam is also a subject matter expert on marketing automation and is passionate about data, customer insights, and information and communications technology (ICT). He has extensive experience in delivering large-scale strategy, user-experience consulting and implementation projects.

Sam was was born and raised in New Zealand, completing university in Melbourne in 1993 and undertaking further studies in the United States in 2014.

Advisory areas

Marketing, digital, strategy and technology.

Sector experience

Advertising design, smart data, fashion/apparel, financial services, FMCG, tech services. 


Sam has experience working in Japan and Singapore.


Read more about Sam on LinkedIn.