Giant role for ICMS Alumna with GWS

Now the Executive General Manager of Consumer and Marketing at the GWS Giants, ICMS alumna Samantha Blomeley first began shaping her career while studying at ICMS. 

Samantha graduated with a sports management degree 14 years ago, ready to take on the world with optimism.  

“I know the feeling of stepping into the unknown; but embrace it with optimism,” she shared in a recent speech at the April 2025 ICMS Graduation Ceremony.  

Her time at ICMS wasn’t just about hitting the books. It was about growing her skills, making meaningful connections, and preparing for her next steps. 

Leading at the GWS Giants

These days, Samantha plays a key role in connecting fans with the GWS Giants, a professional football team in the Australian Football League (AFL), based in Western Sydney. 

She heads strategies for marketing and fan engagement, shaping experiences that make attending a game more than just a day out.  

“Your community will help you to achieve your goals and lead an exciting and fulfilling career and life,” she explains, reflecting on the value of building connections that extend beyond work. 

The ICMS Difference

For Samantha, ICMS provided a solid foundation for her career.  

The blend of industry experience and academic learning gave her the tools to step into leadership roles with confidence.  

She points out how much the support she received along the way mattered, referring to the faculty by saying, “The support you have given the students has enabled them to achieve this incredible milestone [of graduating].” 

The relationships Samantha built at ICMS continue to guide her today. Whether it was collaborating on group projects or simply being part of the wider ICMS community, those experiences left a lasting impact. 

Advice for Future Graduates

Samantha has straightforward advice for anyone starting their career.  

“Be open and have a willingness to adapt to a fast-paced, technology-driven world,” she says.  

Whether it’s learning about innovations like AI or keeping up with new trends, staying curious is key. 

She also encourages students to be proactive.  

“Take the initiative and seek out your next opportunity, whether that’s finding a mentor, attending networking events, or gaining new experiences,” she explains. 

And when things don’t go as planned, Samantha reminds graduates to keep going.  

“Your journey will have highs and lows, wins and losses. Continue to persevere and welcome feedback. Stay true to yourself, learn from your setbacks, and always follow your passion.” 

A Story That Inspires

From her time at ICMS to her role with the GWS Giants, Samantha’s career shows how far an ICMS education and a determined mindset can take you.  

She urges students to celebrate their achievements so far, while staying focused on the future. 

“Take the time to celebrate the steps you’ve taken so far, but always be ready for the next exciting chapter,” she says.  

“Your ICMS experience is only the beginning!”