01
Can I trust SAM?
SAM turns your recordings, ideas and knowledge into posts and clips in your voice. And it waits for your approval before anything goes live.
See SAM in actionMeet the team
You’ve met SAM. Now meet the humans.
SAM does the heavy lifting on social media. Behind SAM is a small team with decades of experience in sales, marketing and business: real people with real names, who set SAM up around your business and answer when you write.
And yes, the dogs have management positions.Fair questions
Two fair questions. Straight answers.
02
Can I trust the people behind it?
Real names, real faces and real LinkedIn profiles, all below. SAM is provided by Ian Heslop Consulting Ltd, registered in England and Wales, company number 14628335.
Check it on Companies House (opens in a new tab)03
Can I trust the management?
Not around snacks.
Meet the managementI. Meet the humans
Three careers, built the long way round.
Between us we’ve sold, marketed, launched businesses and built systems that real people use on ordinary Tuesday afternoons. We’ve collected quite a few qualifications along the way. Happily, we’ve also collected some practical experience.
Co-founder · Gold Coast, Australia
Sara Love
She turns “we should probably use AI” into a plan that actually holds.
Sara’s career has spanned more than two decades in Europe and Australia, across hospitality, human resources, workplace health promotion, corporate wellbeing and business development.
She founded WellForm International, and she co-founded SAM with Ian. She maps the business and the mindset first, so the systems people build don’t just look clever; they get used.
After years of managing businesses, teams and operational chaos, the last thing Sara wants to give anyone is another complicated system.
Selected milestones
20+ years
An international career
Hospitality, HR, workplace health, corporate wellbeing and business development, in Europe and Australia.
Founder
WellForm International
Wellbeing, leadership and personal development for organisations and individuals.
Today
SAM
Co-founder, with Ian.
Focus
- Clear business processesand organisational structure
- People and leadershiptraining, adoption and confidence
- Practical AI implementationsimple, sustainable, actually used
What Sara brings to you
Sara connects your business goals with AI that people will actually use: clear processes, the right structure, practical education, and the confidence to keep going once we’ve left the room. Expect honesty, calm, and someone as invested in your outcome as you are.
Co-founder · United Kingdom
Ian Heslop
He understands the marketing. He builds the machinery.
Ian’s career began in sales, and he has spent around three decades generating and converting new business, through roles in business development, media buying and client success. Along the way he has worked with a global coaching brand.
In 2023 he set up Ian Heslop Consulting Ltd in the UK, the company that provides SAM. Today he develops the systems and technical functionality behind SAM.
Because a brilliant idea is slightly less brilliant when nobody can make it work.
Selected milestones
The start
Sales
Where he learnt that every system ends with a human saying yes.
Three decades
New business
Generating and converting leads across business development, media buying and client success.
2023
His own company
Sets up Ian Heslop Consulting Ltd in the UK.
Today
SAM
Develops the systems and technical functionality behind SAM.
Where his experience lives
- Sales
- Business development
- Media buying
- Client success
- Customer acquisition
- AI systems
What Ian brings to you
Ian develops the systems and technical functionality behind SAM. His marketing background means he builds for the real world: a system has to do more than generate content. It has to work inside an actual business, on an actual Tuesday.
Read Ian’s full story
Ian is the architect. He looks at where a business is headed and designs the foundations to get it there: the structure underneath that keeps everything running long after launch day.
Methodical, curious and genuinely excited by what’s possible, he’s the one who makes sure what you put in place today still serves you in a year. He keeps it human, keeps it clear, and keeps it built to last.
SAM team · Gold Coast, Australia
Marlie Jolanda
Practical, warm and refreshingly honest about what AI can and can’t do.
Early in her corporate career, Marlie was promoted twice in around 18 months. Since then her work has grown across marketing, entrepreneurship, coaching, public speaking and business development.
No hype, just outcomes you can feel in your week. She also happens to be allergic to busywork.
Today, Marlie shares the experience she has accumulated across international business and marketing to help people make their own expertise more visible.
Selected milestones
Early career
Two promotions
In around 18 months.
2012–13
Griffith University
Master of Business, Event & Sport Management.
2016–17
Coaching credentials
ICF coaching certificate, NLP practitioner and Certificate IV in Training & Assessment.
2019–24
Gold Coast Passport Rotary
Founding Vice President.
Today
SAM, in Australia
Part of the SAM team on the Gold Coast, and co-facilitator of Finish Fridays with Sara.
Education
- Master of Business (Event & Sport Management)Griffith University
- ICF Coaching Certificate2017
- NLP Practitioner2016
- Certificate IV in Training & Assessment2016
Community
- Founding Vice PresidentGold Coast Passport Rotary, 2019–24
Read Marlie’s full story
After a Master of Business at Griffith University, Marlie built a career across coaching, entrepreneurship, speaking and business development. On the Gold Coast she served as founding Vice President of Gold Coast Passport Rotary.
With clients, she brings momentum. She helps people hand the draining, repetitive tasks to AI and get their time back for the work only they can do, and she cares about the journey as much as the destination.
II. The real management
The three executives who have never opened a spreadsheet.
Behind the sales calls, the systems and SAM itself sit three highly influential canine executives. Their contribution to inspiration, morale and snack policy cannot be overstated.
Happy LoveEst. on the sofa
Happy Love, Chief Happiness OfficerUnofficial Executive Team
- Line manager of
- Sara
- Office
- The sofa
- Maintaining morale
- Encouraging regular breaks
- Providing unconditional support
- Reminding humans that life exists beyond their laptops
- Supervising important decisions from the sofa
Happy has never attended a strategy meeting voluntarily. Yet somehow, every meeting is better when Happy is around.
Signature on fileSee above
Lucky, Chief Good Fortune OfficerUnofficial Executive Team
- Line manager of
- Marlie
- Office
- Wherever the walk ends
- Creative inspiration
- Strategic relaxation
- Making people smile
- Keeping meetings grounded
- Encouraging the team to enjoy the journey
Lucky believes every great strategy begins with a walk, a snack and possibly another walk.
Boogie HeslopNewest board member
Boogie Heslop, Chief Rhythm OfficerUnofficial Executive Team
- Line manager of
- Ian
- Office
- Under Ian’s desk, reviewing the build
- Keeping the UK office moving
- Celebrating every launch, loudly
- Testing every new idea for snack potential
- Making sure nobody sits still for too long
- Approving headshots (one so far)
Boogie believes there is no problem a quick dance around the kitchen can’t improve.
None of them has a master’s degree. All three remain remarkably confident in their leadership abilities.
III. What we stand for
What matters more than technology.
We love technology. We simply don’t believe everyone should need a computer science degree to use it.
People first
Technology should support human potential, not make people feel inadequate.
Clarity before complexity
If we can’t explain a system clearly, we probably need to simplify it.
If your AI needs an instruction manual the size of a small novel, something has gone wrong.
Real experience matters
We’ve learnt by doing, making mistakes, solving problems and continuing to improve.
Practical results
A working solution matters more than an impressive presentation.
We prefer systems that work on a Tuesday afternoon, not just during a demonstration.
Stay curious
AI changes quickly. We remain learners, just like everyone else.
Win–win–win
And one rule we don’t bend. We only take on work when it’s a real win for you, a real win for the people you serve, and a real win for us. Otherwise it isn’t worth doing.
We don’t need AI to make us more impressive. We need it to help us do more of what matters.
Epilogue · Your turn
Enough about us. Let’s talk about your social media.
Whether SAM’s application landed on your desk or you found us another way, we’d love to hear what you’re trying to achieve.
Say hello
Meet SAM, or write to the humans.
Or find us on LinkedIn: Sara (opens in a new tab) · Ian (opens in a new tab) · Marlie (opens in a new tab)
Happy, Lucky and Boogie will review all important decisions. Mainly from the sofa.