Prior to joining academia, Samuelson worked in market research and brand consulting for Millward Brown in West Africa, advising clients such as for Coca-Cola, Nestlé, Unilever and Etisalat.
Samuelson also consulted for many start-ups and entrepreneurs on how to build and sustain strong brands in Africa.
With a deep understanding of the African context, where religion plays an important social and economic role in people’s lives, Samuelson’s research currently focuses on the interplay between religion and marketing—including religious branding, donations, marketing communication and how religious organizations attract and retain members.
And when not researching or teaching, Samuelson can be found in a cathedral of performing arts or on a soccer pitch trying to put the ball in the net.
