Samantha Fray is a Leeds-based creative leader, coach, and advocate for equity in media. With over a decade of experience spanning talent development, production, and diversity strategy, she has worked across some of the UK’s most respected organisations, including ITV and Screen Yorkshire.

As Founder and CEO of Black People in Sports Broadcasting (BPSB), Samantha leads a pioneering initiative dedicated to increasing representation and creating sustainable pathways for Black professionals behind the camera in sports media, branded content, and live production. She also serves as a Trustee at Leeds Playhouse and a Breakthrough Leader 2024, recognised for her commitment to transforming how talent is nurtured across the creative industries.

Deeply committed to innovation and sustainability in workforce development, Samantha is passionate about introducing technological training to equip BPSB members with the future-focused skills needed to thrive in an evolving creative landscape.