“I have a profound belief, borne out of first-hand experience, that a healthy, aligned culture gives organizations critical competitive advantage. It cannot be replicated. Working with leaders and their teams to realize sustainable personal and organizational change is the most gratifying work I could do.”

Adrian Samms

Vice President

Adrian Samms brings many years of executive experience in Human Resources, as well as leading  organizational change and executive coaching to his role as a principal at culture-shaping firm Senn Delaney, a Heidrick& Struggles company.


Most recently, Adrian served as an organizational consultant and executive coach with a focus on working with a diverse group of leaders and their teams to help them perform at their best at times of significant change.


Throughout his career as a leader accountable for delivering change, Adrian has been inspired by the power of business cultures to engage and excite people, ultimately driving business performance. He has twice led major corporate change programs where Senn Delaney’s culture-shaping process was critical to success. Adrian identifies his personal experience of the process as having a profound effect on his own development as a leader.


Prior to becoming a consultant and coach, Adrian had a successful career as a corporate HR executive, predominantly within the telecommunications and media sectors. He has also held senior roles in marketing and operations roles in broadcasting, telecommunications and manufacturing industries.


He lived and worked in the Middle East for eight years, serving as vice president of human resources at OSN, the leading pay TV broadcaster in the MENA region. Adrian led organizational change and cultural shift in a complex, diverse environment, most notably following the merger of two competing broadcasters. Within the telecoms sector, Adrian was previously HR director, UK and Ireland, at Energis Communications and held management roles with Nortel Networks.


Adrian earned a Bachelor of Science degree in Human Psychology from Loughborough University. He is an accredited executive coach, certified NLP practitioner and a member of the Chartered Institute of Personnel and Development.


He lives in West London with his wife, two teenage children and dog. Adrian has a passion for most sports and in earlier years was an enthusiastic if modest footballer and Cricketer. He enjoys coaching football and following his beloved Ipswich Town.

Culture Drives Performance Image