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Media - Anna Samkova

Featured Publications: Articles, Podcasts, Webinars and Media Appearances

Anna Samkova has been featured in numerous articles and interviewed on various podcasts and webinars, sharing her extensive knowledge and insights. With a background in retail and consumer strategy, Anna has over 15 years of experience helping businesses enhance customer engagement and drive growth. Her expertise in data-driven decision-making and personalised customer journeys has made her a sought-after voice in the industry, offering valuable perspectives on how to navigate and succeed in a competitive market.

Podcasts & Webinars

What I learnt in Business that didn't kill me!

From surviving a devastating car accident in Ukraine to becoming one of Australia’s most influential thinkers in customer loyalty and digital strategy, this is the extraordinary journey of Anna Samkova.

Born outside Kiev and raised in Odessa behind the Iron Curtain, she rebuilt her life after major surgeries, migrated to Australia without English, and rose to lead loyalty and digital strategy at Dodo and the PAS Group.

Today, as Co-Founder of Albany Advisory, Anna helps boards and CEOs turn customer strategy, behavioural insight and digital capability into sustainable competitive advantage. Her journey shaped commercial instincts that cut through trends and surface what truly drives repeat customers.

This episode is a masterclass in resilience, customer insight and the psychology of loyalty in a world defined by disruption and digital acceleration.

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Resilience, Reinvention & CX Leadership with Anna Samkova

In this powerful episode, Anna Samkova joins Lucy Bolan to share her story of resilience, from starting fresh in Australia to leading loyalty and digital transformation for major retail brands.

Packed with insights on leadership, CX strategy, and personal reinvention, this is essential listening for marketers ready to evolve or explore consulting. Anna’s journey is a reminder that your biggest challenges can lead to your most meaningful breakthroughs.

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Know and Serve Your Customers: Anna Samkova on Building Smarter Retail Strategies

In this episode of DataConversations, Anna Samkova shares how retailers can use customer data to drive real loyalty and smarter engagement.

With over 20 years’ experience in CRM and omnichannel growth, she breaks down the common mistakes brands make, and how to fix them.

As Anna says: “You don’t need more marketing, you need a smarter customer strategy.”

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Why most loyalty programs fail (and what to do instead)

In this episode, Anna Samkova reveals why most loyalty programs fail, and what to do instead.

From fixing friction points to empowering your team and truly listening to your customers, discover practical ways to drive genuine loyalty and long-term value.

Plus, hear how showing up on LinkedIn helped Anna grow her impact and connect with more of the right people.

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Resilience, Reinvention & CX Leadership with Anna Samkova

In this powerful episode, Anna Samkova joins Lucy Bolan to share her story of resilience, from starting fresh in Australia to leading loyalty and digital transformation for major retail brands.

Packed with insights on leadership, CX strategy, and personal reinvention, this is essential listening for marketers ready to evolve or explore consulting. Anna’s journey is a reminder that your biggest challenges can lead to your most meaningful breakthroughs.

Listen Now

Know and Serve Your Customers: Anna Samkova on Building Smarter Retail Strategies

In this episode of DataConversations, Anna Samkova shares how retailers can use customer data to drive real loyalty and smarter engagement.

With over 20 years’ experience in CRM and omnichannel growth, she breaks down the common mistakes brands make, and how to fix them.

As Anna says: “You don’t need more marketing, you need a smarter customer strategy.”

Listen Now

Add to Cart: Who Owns Your Customer? Anna Samkova on Retail’s Biggest Blind Spot

In this episode of Add to Cart, Anna pulls back the curtain on the biggest mistakes retailers make with customer ownership, data and loyalty.

If you think loyalty is just about points, or that collecting data automatically leads to smarter decisions—you could be driving customers away without even realising it.

As Anna puts it: “You don’t need more marketing—you need a smarter customer strategy.”

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One to One Leadership Conversations: With Anna Samkova

In this episode we hear the amazing story of Anna Samkova, one of the most respected CRM & Loyalty experts in Australia today. Whilst her business prowess is well-known and acclaimed, in this episode we hear how her traumatic and harrowing journey shaped her success today. It’s a truly inspiring and motivating account.

Anna also shares some wonderful career advice as well as some great tips on how to lead and develop teams in Marketing. A must-listen for anyone in our industry.

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Nora TV - Revolutionising Retail with Viare and Paddy Pallin

In our recent webinar, industry experts showcased how Viare’s advanced Order Management System (OMS) transformed Paddy Pallin’s operations.

Highlights:

  • Faster Fulfilment: A 300% increase in dispatch speeds, reducing customer wait times.
  • Seamless Updates: Real-time tracking eliminated “Where’s my order?” inquiries.
  • Customer Loyalty: Reliable fulfilment turned trust into a competitive edge.

Discover how technology can enhance efficiency and customer experience

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The Partnership Economy

In this exchange with Anna Samkova, the Group General Manager for Digital and Marketing at The PAS Group Ltd, she discusses her journey through digital and marketing positions. 

The conversation delves into the transformation of The PAS Group, their strategies for managing marketing budgets, the significance of vendor engagement, embracing diverse viewpoints, Anna’s current concerns, and the benefits of a robust business infrastructure.

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Ragtrader Connect

In this week’s episode, discover how retailers can harness their most loyal customers for growth.

The PAS Group digital chief Anna Samkova reveals how a CX strategy unlocked opportunities for womenswear retailer Review.

By undertaking a customer analysis piece, it was able to recognise and reward its top tier customers.

 

 

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Overdoes & Chill with
Todd Welling and Anna Samkova

This week on Chill, we’ll chat with Anna Samkova @ The PAS Group Limited. Overdose’s CEO, Todd Welling and Anna discuss:

  • Growth challenges & successes
  • eCommerce & marketing strategy
  • Digital solutions and
  • How The PAS Group has strategically navigated through the difficulties the pandemic has posed.

 

Click below to listen to the full podcast.

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Articles

DeliveringThe Goods

Anna Samkova highlights that 60% of lost customers leave after checkout, making post-purchase experiences like delivery and returns critical to loyalty.

Top brands win by being transparent, fast, and proactive, turning operations into a loyalty driver, not a cost centre.

Retailers who get this right build trust, repeat purchases, and long-term growth.

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The Point of Loyalty

Anna Samkova – A Loyalty And Digital Leader Sharing Her Wealth Of Experience (And So Many Insights).

Anna is a very experienced digital and loyalty professional (some more background below), and from what I heard in the interview, she has so much to share. She does so with honesty, vulnerability, and a refreshing and engaging, no bulls#$!t frankness.

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Internet Retailing

Top 50 Q&A: Anna Samkova, PAS Group

This week, Internet Retailing interviews Anna Samkova, PAS Group general manager for digital and loyalty. Anna ranked 44th on our list this year.

 

 

 

 

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Inside Retail

Like many Australian fashion retailers, PAS Group has been working to ramp up its omnichannel business.

Three months ago, the owner of Review, Jets, Black Pepper, Yarra Trail and other fashion brands implemented a new technology platform which has given teams access to previously unknown customer insights and personalisation capabilities.

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Ragtrader

Anna Samkova left her role as group GM of digital and loyalty at Brand Collective this month, after more than a decade with the business.

In this exclusive Q&A, Samkova shares her wins and challenges at the fashion and footwear group, including navigating the merger between Brand Collective and PAS Group and what’s next.

 

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Inside Retail - Bold Moves

Eric Morris knows a thing or two about bold moves. As the former CEO of PAS Group for 17 years, Morris guided the business from voluntary administration in 2020, to private equity acquisition last year, to a merger with Brand Collective this year.

 

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