Hey I’m Sam – a Social Media Director specialized in the health & fitness industry with nearly 10 years’ experience. 

Throughout my career I have been blessed to work with several leaders in the industry such as C4 Energy, Cellucor, XTEND, Legion Athletics, The National Strength & Conditioning Association, and more.  

One of my biggest learnings is that social media is…bigger than social media. Throughout my career I have had the opportunity to build and execute social-first campaigns and launches, crafted brands’ TOV and overall strategy, built memorable brand experiences at scale, led social campaigns and creatives with some of your favorite athletes and celebrities, launched and brought to life experiential events to the world on social, and so much more. 

More than anything I view myself as a strategist that lives on social and brings all facets of a brand to life through all strategic levers: brand messaging + strategy, content, creative, partnerships, channel strategies, commercial, experiential, and more. 

I love what I do, I love meeting new people so feel free to reach out! 

Email 👉 samwellsmarketing@gmail.com
Instagram 👉 @samwellsyo

Sam Wells

Wanna know the best part about working in Social Media? The fact everyone thinks it’s easy and that they can do your job because they have an Instagram 😅

P.S. it’s not easy

Director, Social & Brand @ Cadence | Ex C4 Energy | Social Media Guy in the Health & Fitness Industry

Do you ever go to make a Social Post and think “oh man this is gonna do numbers”…

And then it doesn’t…do numbers? 😅

Ah yes, that’s my favorite.

LinkedIn would be 10X more entertaining if Social Media Professionals regularly posted content, stunts, and ideas that were not approved by legal…

Could you imagine? 😂

Veronica Llorca-Smith 🍋

Want to find a speaker for your next leadership event?

I design customized keynotes and workshops to motivate and build high-performing teams and help develop new leadership skills.

Blending my 20-year corporate experience (Apple, Estée Lauder), my personal experience living in 9 countries and my journey as an amateur triathlete, I create engaging sessions that bring both inspiration and actionable frameworks. 

Topics:

Inclusive leadership
Unconscious Bias
Cultural Agility
Inclusive Language
Allyship

Growth Mindset: 
An Athlete's Mindset
Becoming Your Best Ambassador

Previous clients: UBS, AIA, ManpowerGroup, BioRad, Native Union, UK Cabinet, Michael Page, DASH...

Motivational Speaker & Author: DEI & growth mindset

🎙Public Speaking: I create customized presentations and workshops for organizations and events. My content leverages my 15-year corporate experience (Apple, Estée Lauder) as well as my personal experience as a triathlete and an author. 

🎓 Topics:

- Cultural agility as a competitive advantage in the workplace

- Inclusive leadership: mindset, behavior and processes

- Inclusive language as a catalyst for inclusion 

- An athlete's mindset: mental frameworks to get results 
  
- Thriving as a woman in the workplace

- Maximizing your influence with a personal brand

Languages available: English, Spanish, French, Italian & Portuguese

Veronica Llorca-Smith 💎

At 40, I was unemployed.

At 41, I started writing.

At 42, I published my first book.

At 43, I got a publisher deal with Penguin for book #4 and became a Substack Bestseller.

At 44, I spoke for the EU, and traveled overseas (India, Australia, Singapore) as a keynote speaker and author.

This is 45. 

Next month I have a packed agenda with speaking engagements for International Women’s Day.

And I’m doing an Ironman 70.3 in China.

I’m just getting to started. 

And I’m taking my community with me.

Buckle up.

13,000 writers, authors and solopreneurs are already on board turning their creativity into their lifestyle.

Let’s take off.

The Lemon Tree Mindset 🌳🍋

https://lnkd.in/gpkMixx6

Veronica Llorca-Smith🎤

Your speaker for International Women’s Day | Inclusive Leadership, DEI, Communication & Cultural Agility (ex Apple, Estée Lauder) | 6 languages Penguin Author | Ironman Triathlete | CEM (Chief Executive Mom)

Woman at a plane smiling. Blue top and sunnies.

There are 4 generations in this picture.

But it'll take more than that to bridge the gender gap:

123 years.

As a mom of two young daughters, I get goosebumps because they won't get to see a world with full equity. 

123 years to reach full equity across pay, leadership representaiton, political empowerment and education according to the World Economic Forum's Global Gender Gap Report 2025.

What does this mean?

Women's workforce participation globally is 44% (men is 74%)

Women earn 83 cents for every dollar men earn (globally)

Women hold 28% of senior leadership roles worldwide and 35.5% of local government position. 

The top countries leading gender equity:

🇮🇸 Iceland 
🇫🇮 Finland 
🇳🇴 Norway
🇬🇧 United Kingdom 
🇳🇿 New Zealand

Not a single one has reached it. 

This month I'm delivering several workshops, keynotes and webinars on International Women's Day.

The topic is "Give To Gain: Empowering Women for a Win-Win Culture."
 
Because yes, we ALL win with a more equitable society (not talking just gender here). 

And I get it:

Celebrating women one day isn't going to change this picture BUT...

it’s an OPPORTUNITY to challenge the status quo:

🎓 AWARENESS: learning about the issue
🏆 CELEBRATION: of change-makers & trailblazers
🫶🏻 ALLYSHIP: bringing men on board
💪🏼 ADVOCACY: amplifying women's voices
🔥 ACTION: taking measures to drive change

We need International Women's Day so that one day,
the new women on these stairs no longer need it.

PS: I publish this picture every single year since 2018. Grandma is 92 and still ticking along strong ❤️

PSS: sources in comments ↓

International Speaker| Inclusive Leadership, DEI, Communication & Cultural Agility (ex Apple, Estée Lauder) | 6 languages Penguin Author | Ironman Triathlete | CEM (Chief Executive Mom)

Photo of 9 women, ranging from a grandma to mums and babies. all wearing white on stairs. 

The single habit that literally transformed my life:


Going to bed earlier and waking up earlier.

I started waking up at 5ish without an alarm (no point in cutting your sleep and feeling tired).

And magically the day became “longer.” 

I had more time to myself.

More focus.
More clarity.
No distractions. 
A full battery to tackle the day.

And over time, it helped me get ahead.

Get more stuff done.

Grow a business, become a speaker, publish 4 books in 2 years (one with Penguin!), grow 2 global communities of solopreneurs and train for a half Ironman while raising 2 kids. 

Life stopped “happening to me” and I took full control.

And when you have ownership, the sky is the limit.

PS: plus you get the occasional sunrise with your favorite person. 

If you want to unleash your creativity and get things done, join 13,000+ at my community The Lemon Tree Mindset/ El Limonero. Where you turn your creativity into your lifestyle 🌳🍋

Couple hugging in front of the sea during sunrise. She's wearing a white shirt and he's wearing a black shirt 

To the woman who was told to smile more.

To the woman who had children “too early” or “too late.”

And the one who didn’t have children (and has to explain why.)

To the woman who quit her career to raise a family.

To the woman who is “just a house wife.”

And the one who made it to the board.

To the woman who was “too emotional.”
Too big. 
Too quiet.
Too much.

To the woman who got the job because of her looks.

And the one who lost her job because of her looks.

To the woman who pretended the joke didn’t bother her. 


To all the women who spoke up, led the way and fought to give us the microphone.

Thank you.

It’s our turn to pass it forward. 

Happy International Women’s Day 🌺

Woman with 2 got it at a race banner holding signs 

This was my 4th year partnering with Ageas Group for International Women’s Day in Hong Kong! 

The topic: "Give To Gain: Empowering Women For A Win-Win Culture."

Karolien Gielen, Managing Director, Asia and Business Development, Ageas Group, delivered the welcoming remarks, emphasizing the importance of an abundance mindset.

Daniela Adaggi, Chief Human Resources & Sustainability Officer for Ageas Asia, opened the session by highlighting Ageas’ Diversity, Equity, Inclusion and Belonging initiatives in the region and how this reinforces their Great Place to Grow for All, by All philosophy.

We talked about the gender gap: 123 years to reach full parity, and more importantly, how we all play a role in bridging it.

We then went into the science behind giving, and the model of takers, matchers and givers (Adam Grant).

The data is clear: consistent giving doesn’t just feel good - it compounds success for individuals, teams and organizations.

We wrapped up the sessions with group discussions to deep dive into 3 areas: 

💜 Give care 
🎤 Give visibility 
🔑 Give access

The result was a beautiful wall of personal commitments on how to "give to gain."

Because giving cultures are winning cultures. 

Thank you Ageas for the partnership, trust and support. 

What’s one way you’ve seen “giving” create real momentum in your organization? 

#GiveToGain #IWD2026

Group of employees holding cupcakes in an office

cupcakes from Ageas with the writing Ageas and Give to Gain 

8 Things I NEVER do before speaking in public (and maybe you shouldn’t either)

1. Last-minute changes: You never wear new shoes on race day 

2. Have a huge meal: I love croissants but make sure you have time to digest 

3. Have cold drinks: Warm water helps you moisten your vocal cords and smooth your throat 

4. Spend time on screens: go outside, get some fresh air, exercise, be present 

5. Fight with the clicker: that thing has a life of its own. Let it be.

6. Obsessing over every detail: focus on what you can control 

7. Chitchatting: Find some me-time to focus, do a visualization exercise and some positive self-talk (Let's rock it!) 

8. Copy other speakers: It might be tempting to adopt the previous speakers’ style but stick to your personality. 

Master being yourself because no one can beat you at that. 

What tips help you when you speak in meetings or in public?

-----------

 Hi, I'm Veronica and I deliver keynotes and masterclasses for global organizations on inclusive leadership, communication and cultural agility. My sessions have the energy of a triathlete, the experience of a former F500 leader (Apple and Estée Lauder) and the care of a CEM (Chief Executive Mom). 

If you are still looking for a speaker for IWD or your next event, visit my website to see my portfolio and let's talk.

https://lnkd.in/gjJBiFq7

Woman on stage with a white jacket and black pants

Every single day, leadership gets lost in translation. 

I just spoke at the Mumbai HRD Congress (the largest event I’ve ever spoken at). 

The topic was "The Future of Work" and my keynote was about Cultural Agility for future-proof leadership. 

The workplace has never been more multicultural. Think about it:

Leading Teams across 4 continents 
5 generations working side by side 
Managing 10 time zones without burning out
Creating an efficient communication system (hint: Asia always gets the bad end of the stick)
Different languages, cultures, traditions.

Yet no one prepares employees for that level of diversity. It's just expected with the promotion, the international assignment and the job title. 

Most companies expect their employees to manage international teams, work overseas and be fluent across cultures yet they provide zero training and development tools. 

But expectation without guidance is not a strategy: it's a gap. 

And that gap leads to miscommunication, stereotypes, cultural missteps and micro-aggressions that hinder innovation, inclusion and ultimately performance. 

Because cultural diversity is hard before it becomes easy.

If you'd like to equip your teams with training, tools and a framework to develop cultural agility, let's talk.

Woman speaking at an event with a white jacket and a mic 

This is why I have Chief Executive Mum on my LinkedIn profile:

When I became a mum and went back to work, I had to pretend nothing had changed, even though my body (and life) had experienced the biggest transformation ever. I had just made a human being!! 

Because while I had changed, the system hadn't and that creates a lot of guilt and pressure for both moms and dads.

Guilt for asking for a day off to look after a sick child.
Guilt for saying no to after-work drinks because we want to tuck the little one in bed.
Guilt for going for a promotion or saying yes to a business trip because that makes you a "selfish mom."

It's time we normalize parenting in the workplace so that we can make it more inclusive and make room for people to bring their full selves to work (not just the convenient part) and thrive. 

When we design for parents, we design for humanity. 

***

PS: I deliver keynotes and corporate training on inclusive leadership and cultural agility for global organizations. If you are looking for a speaker for your next event or training, let' talk..

Signed, CEM Veronica.

Woman on a beach with a girl running towards her.

This is what publishing with a “Big Five” did for my book:


Honestly, not much (although I’m very grateful).

This is what moved the needle instead:

Showing up.

Earning reviews.

Speaking in events.

Speaking on podcasts.

Pitching to literary festivals. 

Creating a book launch club.

Promoting it on social media. 

Turning your book into a keynote. 

Partnering with your local bookstores.

Building your book squad team (this is mine ❤️)

Remember this: It’s your book.

It doesn’t matter how you publish it. It’s up to you to make it a success and find your readers.

From author to author, you’ve got it.

📍The Anti-Procrastinator

PS: If you want to join a community of 13,000 writers, creators and solopreneurs to grow, collaborate and turn your hobby into your lifestyle, check out The Lemon Tree Mindset 🌳🍋

https://lnkd.in/guuE6ggr

If you think 1:1 coaching is not scalable:


You are 99% correct.

Because scaling is not always about volume and profit.

Sometimes it’s about supporting someone’s vision and being a (tiny) part of something bigger.

My new coaching client Jonathan Tonkin built a community to advocate for the planet. 

And he’s turning that community into a movement.

16,000 subscribers and counting (I’m one of them!).

In our strategy session, we talked about how to reach many more and get members involved through the power of:

Writing
Public speaking and
Human connection 

Scaling can take different shapes. It can be less about money and more about impact and purpose. 

Check out his newsletter Predirections, where you become part of the solution 🌎 

PS: If you want to scale the right way, let's talk. 

10,800+ solopreneurs have already joined my community The Lemon Tree Mindset 🌳🍋 to turn their creativity into their lifestyle.
 
Join for FREE today 👇🏽

Zoom session of a man and a woman. Both smiling. 

I identified 6 types of procrastinators while researching for my book…here is one:

Some people would rather die than go LIVE. I used to be one of them.

I was TERRIFIED of what people would think, so I procrastinated on taking the step. 

But now I go live every week in English and Spanish, sometimes in front of 100+ strangers.

And guess what...I have FUN while growing my business. 

It's helping me gain new clients. 

Nurture my community.

Scale my message faster. 

But more importantly, it's building my confidence and helping me grow as a speaker and a person. 

Because when something feels scary or daunting, it's often a sign to leave what feels comfortable and safe and stretch yourself. 

And look, you don't "win", or "lose." You just grow.

So if you are procrastinating on taking that step, I've got you. 

In this video, I share 6 types of procrastinators. Watch the full recording ↓

Which type are you? 

🎯 The Anti-Procrastinator
🐧 Penguin Random House 
📍 Available on Amazon

Ooops, my shortest and fastest Keynote ever: Mumbai HRD Congress.

I flew all the way to India to speak about Cultural Agility and although my session was shortened to 15 minutes (!!), I can tell you I made the most of it.

I talked about the Cultural Iceberg model and had fun engaging the audience on cultural agility with a poll. 

My favorite part was introducing my signature CULTURE framework to help leaders and teams apply cultural intelligence (CQ) in their day-to-day work to boost collaboration, teamwork and performance:

C: Connect
U: Unlearn
L: Listen 
T: Think inclusively
U: Understand
R: Reframe
E: Educate

Here is the full replay if you can spare me 15 minutes today!

Yes, Spaniards speak that fast :)

PS: I shared my cultural fail too about judging my Chinese colleague for sleeping on the desk during her break (which is totally acceptable in China and many places in Asia).

Have you ever had a cultural failure?






https://lnkd.in/ghMar7v2

Open video: WORLD HRD CONGRESS 2026 - VERONICA LLORCA-SMITH on youtube.com

WORLD HRD CONGRESS 2026 - VERONICA LLORCA-SMITH

Everybody knows Netflix but not everybody knows its origin story…

It actually started as a DVD-by-mail service back in 1998, delivering movies in red envelopes before it started streaming and disrupting an entire industry. 

They were brave, bold and took risks. 

The rest is history.

What are you doing to stay ahead?

PS: This post is not about movies.

In 3 years, I've grown 3 lines of business starting from zero:

- Public speaking: keynotes and Masterclasses for corporates (UBS, S&P Global, Michael Page, AIA, EU...)

- Coaching for writers and creative entrepreneurs

- Content creation: 4 books (1 with Penguin), 3 courses, digital guides, paid newsletters, YT channel...

If I only had 1 hour a day to build a business, this is what I would do:

Wake up one hour earlier so that you now have 2 hours.

Pick a skill/ topic you are genuinely interested in.

Learn as much as you can: watch, talk, write, do…

Learn from people who are ahead of you.

Make as many mistakes as you have to (they make you legit).

Document the journey: the mindset, the challenges, the milestones.

Turn that journal into a process with clear steps.

Turn that process into a low-cost product (ebook, tutorial.

Use the low-cost item to upgrade to a high-value item (course, cohort…)

Offer a service as a premium (1:1 coaching).

Turn it into a corporate service (keynote, webinar...)

Rinse and repeat with another skill.

In 6 months, you will have a small business.

In 12 months, you will have a new life.

PS: that’s my entire business strategy in one post.

For more lemonade, join The Lemon Tree Mindset 🌳🍋 a global community of 13,000+ creative entrepreneurs who are turning their hobby into their lifestyle. In English and Spanish ↓

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