How Sam’s Club won over Gen Z & Alpha

Leslie is the lead strategist for Sam’s Club gaming/emerging experience brand campaigns. She led Sam’s Club’s first-ever Roblox activation, which exceeded platform benchmarks by 5x and achieved the highest engagement of any retail experience on Roblox in 2025. She drives growth and innovation through brand marketing and digital engagement strategies, with a focus on reaching new audiences and leading emerging experience campaigns.

Charles Hambro is CEO and Co-Founder of GEEIQ, pronounced 'geek'. GEEIQ is a London-based data platform, team of experts and insights provider that's fuelling success for brands such as Walmart, L'Oréal, H&M and even Elton John in gaming and virtual worlds. It is the launch-pad, measuring kit, and revenue identifier for brands, agencies and stakeholders across the space. In 2023, Charles was named one of Vogue Business' 100 Innovators for his pioneering role in transitioning gaming platforms into full-funnel marketing channels for brands. His mission is to put insights at the heart of brand strategies in this space, while painting a data-centric picture of the wider, fragmented landscape of virtual worlds for brands. Prior to GEEIQ, he co-founded the media publication Gentleman’s Journal.

Nic Hill is the Co-Founder and Chief Innovation Officer at Sawhorse Productions, an award-winning agency and production company that creates unforgettable multi-platform content and experiences across social, commercial, streaming, interactive and more.

Nic oversees Sawhorse Interactive which has built award-winning experiences across platforms like Roblox, Fortnite, RecRoom, ZEPETO and Minecraft for the likes of Warner Bros., Walmart, FENTY, NBCUniversal and ALO.

As well as being the host of immersive brand marketing podcast, Brands In Play, Nic's mission is to create immersive experiences that blur the line between brand marketing and gaming, and to deliver innovative and engaging content for some of the biggest brands, studios, and agencies in the world. Before co-founding Sawhorse, Nic was an independent film director and editor, and created internationally acclaimed documentaries.

Sam has led virtual strategies for brands from Sam’s Club to the likes of Ralph Lauren and Oakley. GEEIQ is a data platform, insights provider and team of experts that empowers brands to create long-term strategies and make data-led investments in gaming and virtual worlds.