Sam Mutimer - thinktank social

Founder and Director of Social Media - Thinktank Social

Founder and Director of Social Media - Thinktank Social

Sam Mutimer

thinktank social

"Work hard, play hard...and with everything you do, do it with enthusiasm and substance or not at all" - Sam Mutimer

A broken leg in 2008 (after playing rugby for England) was the tipping point for Sam, where she became aware of the true power of social media and how it plays a role in branding and business as a whole.

Not one to rest on her laurels and wait for an opportunity to come knocking, Sam decided to make the most out of the injury time-out, posting her injury on YouTube as advertising space for businesses to then ‘bid’ for, in order to get their brand seen online.

Unsurprisingly, the video went viral and received over 27,000 views in a matter of weeks.

Watching the volume of inquiries flood through justified the value of great content and solid network connections for brands on social platforms… and an idea was formed.

Upon Sam’s return to Australia and becoming actively involved in social media marketing via digital marketing agencies, she launched her own company, Thinktank Social, as a ‘niche’ social media agency – one of Australia’s very first.

2016 saw another gap in the market, where Sam opened the doors at Thinktank Scout - focusing on supporting, empowering and setting up athletes for ongoing success pre, during and post career - via social and digital channels.

The educational and training role is a passion of Sam’s that goes with the job - exciting whoever she presents to and adding substance and experience along the way... including some powerful case studies from their very own campaigns they have/are working on too!

A few achievements so far: guest lecturer at RMIT, social media resident for Channel 7 news, Today Tonight, SEN radio special guest, SBS radio news commentary, along with speaking interstate and overseas

"You will get all you want in life if you help enough other people get what they want," Zig Ziglar

Show Notes

Her Story – Sam Mutimer 

Sam Mutimer loves education, loves learning and loves people.  She used to be a physical education teacher in the UK before coming Australia on a holiday, struck by the sun, the sand and the opportunities. After falling back into teaching in Melbourne for a while, she decided it was the place to be.

She returned to the UK to say goodbye to friends and family, and was roped in to one last game of rugby. Having represented her country before, she knew what she was doing but she also knew she wasn’t quite prepared. She broke her leg in that game, which meant she couldn’t fly back to Australia for three months. It was a momentary incident that paved the way for a career breakthrough.

Covered in hip to toe in a cast, she decided to promote advertising space on her cast to businesses. Gaining traction for this led her to social media and the world of influencers, whereby if you could grab attention – you could sell anything. She received 27,000 views and 6,000 new followers for her promotional video, and saw the power of social media for herself.

She eventually came back to Melbourne with Channel Seven as their social media expert, and spent her spare time building up her networks in the field and learning about the psychology of people. She created ‘Tweet up Mellers’ (Melbourne’s nickname in the UK) to connect with her followers and share stories from small businesses, technology gurus and lifestyle bloggers.

After this success she created Thinktank Social, where she started building a team and gaining traction in the market. She was an early adopter, which albeit exciting did bring its challenges – in terms of measuring social media return and ascertaining methods to capture the audience attention.

Soon after having her second child, the business was almost at breaking point. On the verge of going under, Sam recalls being at the crossroads as to whether or not she was going to commit to the business. She simultaneously took care of her baby, hired a general manager with more commercial experience, focused on selling her passion and product and now ten years later, the rest is history...

Advice for Others – Sam Mutimer 

Social media: Sam feels that any company that overlooks social media is crazy, our consumer communication is changing and shifting in such a way that its hard to ignore. She believes it is a fantastic mechanism to capture audience attention and drive your bottom line through selling, recruiting or even just having a voice. 

Sporting: Sport taught Sam to work within a team and the key communication tools in doing so, as well as the discipline, patience, resilience and consistency that have held her in good stead in growing her successful business.

Slow down: Sam believes it is imperative to focus on something and see it through before you move on to the next thing, helping you gain clarity and understand what is core to your business

Key Habits – Sam Mutimer 

Sam exercises almost every day, which helps her not only physically but mentally to work her way forward and gain better decision-making.

Book Recommendations – Sam Mutimer 

The Hard Thing About Hard Things by Ben Horan

Quotes – Sam Mutimer 

"You will get all you want in life if you help enough other people get what they want" - Zig Ziglar

Contacting Sam Mutimer                                                                                

If you’re focusing on strategy, consultancy and social media activation – get in touch with Sam via her LinkedIn ( , Twitter (@sammutimer) or the Thinktank website at

This also includes athletes, for whom Thinktank Social are helping build their personal brands and stories and also any students out there looking for advice or potentially work experience.