LOS ANGELES, USA // Sam Hagen is an experiential marketing leader driven by a fascination with human connection and a passion for developing world-leading experiences where creative storytelling meets business strategy. Currently serving as SVP, Global Production at NVE Experience Agency, Sam focuses on architecting immersive, customer-centric brand worlds that shape audience realities and drive deep consumer engagement. He currently works with a breadth of brands including Google, Amazon, Riot Games, TikTok, Jaguar Land Rover, Coinbase, Apple, Sega, Waymo, and Diageo.

Throughout his career, Sam has specialized in bridging the worlds of technology, entertainment, and live theater to create powerful narrative frameworks. As the Head of Americas Event Marketing at AWS, he owned the strategy, and directed experiential marketing vision across a diverse portfolio of prioritary and 3rd party events. Prior to AWS, he worked across Global Strategic Events at George P. Johnson, where he partnered cross-functionally with leadership to pioneer global, multichannel experiences for Google Cloud and the Google Developer Ecosystem; notably, as the Executive Producer for Google Cloud Next.

Sam’s approach to experience design is deeply grounded in the entertainment industry, beginning with a background in theater that evolved into producing massive public spectacles and cultural festivals. His extensive background includes shaping the artistic vision and community engagement for iconic, large-scale public events like Vivid Sydney (attracting over two million attendees) as well as leading production for prestigious global film festivals (including Tribeca, Sydney, and Doha) and high-profile Hollywood premieres like The Great Gatsby, World War Z, and Anchorman 2.