Our core team

Our people are at the heart of everything we do. We are a passionate and friendly team who love what we do and are guided by our core values of: warmth, dedication, bravery and inquisitiveness. Our clients are everything, and we work tirelessly to exceed their expectations. Get to know the passionate and experienced core team behind Kamwell - each bringing unique skills and stories to the work we do with clients every day.

Kirsten Samuel

Founder & CEO

Kirsten is the CEO and Founder of Kamwell, a B Corp certified, multi-award-winning employee wellbeing consultancy. Over the past decade, she has partnered with some of the world’s largest organisations to create healthy, energised and purpose-driven workplaces.

With a background in the technology sector, including several years at Hewlett-Packard, Kirsten brings a rare blend of commercial acumen and people-centred leadership. She has a deep understanding of the challenges organisations face when embedding wellbeing into their operations and culture — and a proven track record of guiding them through it.

Kirsten’s mission is to inspire and empower more people to take a human-centred approach to leading, working and living. She is driven by a belief that the workplace can be a powerful force for good — where people feel a sense of purpose, belonging and connection, and where both individuals and businesses can truly thrive.

Emma James

COO

Emma is Kamwell’s Chief Operating Officer and has, together with Kirsten, been a driving force behind the company’s evolution since joining in 2017. With a background in the music industry, Emma brings a creative spirit, a sharp strategic mind and a deep commitment to people and purpose.

Over the years, she has played a pivotal role in shaping Kamwell’s growth — from leading some of our largest global client accounts, to curating our brand and voice, driving an ambitious marketing strategy, and securing our B Corp accreditation in 2022. Whatever the challenge, Emma brings heart, clarity and a bias for action.

Passionate about storytelling, change-making and unlocking human potential, Emma is energised by building things that matter — and helping others move beyond fear to reach their full potential. She cares deeply about the values Kamwell stands for and is proud to be part of a business that puts people and purpose at its core.

Char Sutton

Customer Success and Head of Insights

Char leads Kamwell’s insights work with precision, clarity and a deep love of data. Since joining in 2020, she has played a vital role in shaping our data offering, helping clients turn information into action and creating wellbeing strategies that are truly evidence-led.

With a background in pharmaceuticals and a passion for workplace wellbeing, Char brings a rare combination of analytical rigour and people-first thinking. She has an exceptional eye for detail, a calm head in complexity, and an uncanny ability to find structure where others see noise.

A self-proclaimed insights geek (and proud of it), Char is driven by the belief that data tells powerful stories and she’s on a mission to help organisations listen.

Zoe Ibrahim

Customer Success and Head of Partner Engagement

Zoe leads Kamwell’s customer success and partner engagement with warmth, care and an unwavering commitment to excellence. Since joining the team in 2021, she has become a linchpin of client delivery, known for going above and beyond to ensure every experience is thoughtful, seamless and impactful.

With a background in media sales, Zoe brings a natural people-first approach to everything she does. She’s a true connector, deeply passionate about wellbeing, and genuinely invested in the people we work with. As the lead for the Kamwell Partner Network, she also has a keen eye for talent, expertly sourcing and curating a community of speakers and specialists who are as inspiring as they are insightful.

Zoe is, quite simply, one of the most human humans you’ll ever meet - and she brings that rare quality to every client relationship, conversation and collaboration.

Our extended team

Workplace culture is not static. It can be shaped, strengthened, and evolved. Whether you’re trying to enhance wellbeing, embed new values, or create a more inclusive environment, culture is the place to start. It is the story your organisation tells about itself – and the experience your people live every day.