Commercial director

Samantha Sheridan began her career in hospitality in 2001, starting in operational management at Radisson SAS before moving on to managerial business development positions within Radisson SAS, Novus Leisure and INTERTAIN. In 2008 Samantha was part of YOTEL’s core team, delivering on the conception and opening of their pioneering capsule hotels in London and the Netherlands as Group Sales Manager.

Over the course of her storied career in both operations and openings, Samantha has led the development, launch and scaling of the most well-known and disruptive brands in hospitality. Responsible for value creation and driving revenue through operational, marketing, and business development expertise, Samantha has now managed more than twenty-five hotel launches in the last fourteen years. This includes the UK launch of Dutch hotel operator citizenM in 2010, and the 2015 London launch of the Hotel Alternative’s Living Rooms in Notting Hill, as well as openings across edyn’s portfolio.

Samantha joined edyn in 2016 as commercial director, to oversee the development and launch of the group’s design-led aparthotel brand Locke. She managed the opening of its first property, Leman Locke, that same year. She is now Director of Brand and Commercial Openings at edyn and is responsible for leading Locke’s rollout across Europe in partnership with the Real Estate and Operations Team, as well as managing the continued growth of Cove and Saco.