INNOVATING THE FUTURE OF WORK

An Interview with, Samantha Giam Vice President of Marketing, Asia Pacific, Steelcase

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Samantha Giam is the visionary leader behind Steelcase Asia Pacific's marketing efforts. As the Vice President of Marketing, Giam has dramatically expanded the company's footprint across the region, blending strategic innovation with an intuitive understanding of evolving workplace needs. In this interview, we discuss Samantha Giam's long-standing career and success, Steelcase's goals and initiatives, and how the customer is king.

ex: Can you share your career journey and what led you to your current role at Steelcase?

Samantha Giam: My career has been a journey fueled by a deep passion for product development and brand management. It all started as a product manager for a major American furniture brand, not Steelcase, but another well-known company. Over the past 20 years, I've explored various roles in workplace strategy, consulting, brand development, and brand communications. I joined Steelcase in 2018, focusing on product development and brand management within one of our verticals. My background includes a business administration degree, and I completed my EMBA at Kellogg, Northwestern University, in 2018. From a career perspective, I often find myself advising aspiring female leaders and anyone looking to advance their careers.

My advice is simple yet powerful: consider pursuing a quality EMBA program. It's a transformative experience that can significantly enhance your personal skill set and open up new opportunities.

ex: How is Steelcase adapting to the rise of remote and hybrid work environments?

SG: At Steelcase, we are deeply focused on research and understanding emerging behaviors through our Workspace Future team. We aim to help companies attract and retain talent while offering flexible working policies. We recognize the importance of employees returning to the office to build connections, a sense of belonging, and company culture.