Samantha is a professional speaker and President of Innereactive, located in Grand Rapids, Michigan. She grew up in an optical practice with multiple family members in the industry. An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice.  During this time, she realized there were very few people, or marketing companies, that understood the unique marketing needs of the optical industry.

With a strong passion for marketing and design, Samantha pursued and completed her bachelor’s degree at Michigan State University.  In 2003, she started Innereactive, a full service marketing company that specializes in the optical industry.  Her experience as a certified optician, along with her formal marketing education has given her a unique perspective on company culture, marketing, design, social media, and website solutions for the optical industry.

In addition to consulting, Samantha lectures internationally, teaching business owners and eye care professionals proven marketing and company culture strategies that lead to more remarkable patient and customer experiences. She is an approved speaker for ABO, NCLE, AOA, JCAHPO, COPE, COO, & NACOR.

Her niche expertise led her to be named one of the “Most Influential Women in Optical,” by Vision Monday and her company was awarded Michigan’s “50 Companies to Watch” award for remarkable company growth, and the “Good for Grand Rapids” and “Good for Employees” award and honorable mention for outstanding company culture. She and her team work with laboratories, frame and lens manufacturers, and eye care practices all across the country.