Samantha is the Founder and CEO of YAP Global, an international PR and communications consultancy that works with meaningful companies and organizations in the cryptocurrency, decentralized finance (DeFi) and web3 sector. With her expertise and stewardship, she has built YAP Global to be the link between complex cryptocurrency technology and mainstream press. Since establishing YAP Global in 2018, Samantha has grown the team across continents and launched YAP Cast (a podcast series exploring the history of money, in turn allowing listeners to make sense of the world of crypto and DeFi), YAP DAO (a DAO aimed to connect DeFi projects with communications, and marketing professionals), and The Context (a newsletter that provides a grounded perspective on developments in crypto, DeFi and web3 industries). Prior to delving into PR, she worked as a broadcast journalist and producer for Channel NewsAsia Singapore. Samantha also gained extensive international journalism experience in Melbourne, Jakarta, Hong Kong and Kuala Lumpur.