Samuel Bird
Co-Founder
Samuel is a growth strategist with first-hand experience in launching, scaling, and exiting businesses at an international level. He co-founded and expanded UK Skin + Laser Clinics, which was later acquired by one of the largest players in the aesthetics industry.
With expertise across operations, finance, and commercial strategy, Sam has built and led high-value teams, focusing on growth while ensuring spend stays low and profits stay high. He has a reputation for creating sustainable systems that support rapid expansion without sacrificing control. At The Foundry, Sam partners with businesses to optimise their structure, strengthen their bottom line, and unlock new levels of growth.
Samantha Mitchell
Co-Founder
Samantha is a marketing specialist with deep experience in building and scaling brands within the aesthetics and beauty industry. She has worked with some of Australia’s leading suppliers and fastest-growing clinic groups, giving her a unique perspective on both the business and supplier sides of the industry.
With a background in social media, paid advertising, and brand strategy, Samantha knows how to position businesses for growth, translating creative campaigns into measurable results. She has led national clinic expansions, supported supplier partnerships, and designed marketing frameworks that deliver visibility, bookings, and revenue. At The Foundry, Samantha’s focus is helping partners grow strategically and sustainably, turning ambition into impact.
Alexandra Edwards
Co-Founder
Alex is a branding and customer experience specialist with a track record of scaling service-based businesses into loved and trusted brands. She has shaped the growth of national clinic networks and advised fast-growing consumer service businesses on how to build powerful identities that resonate with both staff and customers.
Her expertise lies in brand storytelling, customer journey design, and creating experiences that convert one-time visitors into loyal advocates. From rebrands to end-to-end customer experience frameworks, Alex brings clarity, creativity, and a commercial lens to every project.