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Sam Fischer was appointed Chief Executive Officer of the Lion Group in July 2022. Sam joined Lion from Diageo, where he was President Asia Pacific and Global Travel and a member of the Global Diageo Executive Committee. Prior to Diageo, he spent 15 years with Colgate-Palmolive starting in Australia and moving on to hold senior commercial roles working across several markets in Europe and Asia. He is also currently a Non-Executive Director with the Burberry Group.

Sam offers 30 years of global leadership experience, deep expertise in alcohol beverages and FMCG businesses and a strong track record in driving business growth.