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Sam Allen is the Head of Industry Partnerships at Tourism New Zealand since March 2021. Prior to this role, Sam held various marketing positions in the beverage industry, notably as the Marketing Manager at Tuatara Brewery, Marketing Manager at DB Breweries, Senior Brand Manager at HEINEKEN Malaysia BERHARD, and Marketing Manager at Tiger Beer USA. Sam has a diverse background in marketing, product development, brand transformation, and managing stakeholders. With experience in the beverage industry and sports marketing, Sam brings a wealth of knowledge and expertise to any role.