Samantha Carroll 01C

Samantha Carroll is a trusted communications advisor and the CEO of Once Upon A Brand, where she serves as the principal consultant. She drives high-profile communications projects and develops strategic messaging for clients across the health care, health and social advocacy, education, and technology sectors. When organizations need to increase brand awareness and understanding and position themselves as industry leaders, Carroll defines the path to deeper audience engagement.

Carroll has been a featured expert on the Catalant blog and a series writer for Bloomberg BusinessWeek’s MBA Journal. She was also a founding case author finalist for The Hot Mommas Project at The George Washington University Center for Entrepreneurial Excellence. In 2023, she led Once Upon A Brand to win a Public Relations Society of America Pepperpot Award for excellence in executive communications.

Carroll has been an invited speaker at Georgetown University McDonough School of Business, where she earned a master’s in business administration. She enjoys sharing the latest research and trends in brand strategy, communications, and stakeholder relations.

Expertise: strategic communications, change management, brand positioning and strategy, executive communications, integrated communications, public relations, messaging strategy and development, stakeholder engagement, and communications analysis and planning.