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Samuel Xiao has had a diverse work experience in the digital marketing industry. Samuel started their career in 2005 as a Marketing Coordinator at Xtralis before moving on to become the Marketing&Sales Director at Web2Asia in 2007. In 2009, they joined EFÓ¢æÚ½ÌÓý as the Head of Online Marketing, where they managed all online marketing activities for the study abroad department. In 2011, they joined Castrol as the Head of Digital Marketing, where they developed digital strategies and executed campaigns not only for marketing but also for the entire business. Samuel then transitioned to the role of Lead, Global Digital Marketing & Transformation at Castrol in 2015. In 2018, Samuel joined bp as the Lead, Advanced Mobility Unit, and later became the Head of bp EV Digital Platform - Future Mobility&Solutions in January 2021. In 2020, they joined bp pulse as the Head of Digital Platform. Throughout their career, Samuel has demonstrated expertise in digital marketing, strategy development, and project execution.

Samuel Xiao earned their Bachelor of Arts degree in Business English from East China University of Technology in the years 2000-2004. Samuel later pursued a Master of Science in Marketing at the University of East Anglia from 2004-2005.