Anna Samkova: Customer Strategy, Loyalty and Behaviour.
From surviving a devastating car accident in Ukraine to becoming one of Australia’s most influential thinkers in customer loyalty and digital strategy — this is the extraordinary journey of Anna Samkova.
Born outside Kiev and raised in Odessa during the final years of the Soviet era, Anna grew up behind the Iron Curtain. At 20, she survived a serious accident that required multiple surgeries and left doctors unsure whether she would ever have children. Three years later, she migrated to Australia, unable to speak English and holding a degree that wasn’t recognised — only to find herself unexpectedly pregnant and unsure she could carry her baby to term.
What follows is a story of grit, reinvention and unbreakable determination.
Anna learned English while raising her daughter, studying marketing, working her first job at Ozito Tools and running her own health and wellness centre. She went on to design one of Australia’s earliest large-scale loyalty programs at Dodo Internet, before joining American Bank Note to help retailers nationwide shape customer behaviour and loyalty from the ground up.
In 2011 she joined the PAS Group — home to Review, Black Pepper, Yarra Trail, JETS and more — eventually becoming Head of Digital and Loyalty for almost a decade. She later continued in this role with Brand Collective after PAS was acquired out of Voluntary Administration, giving her rare insight into customer loyalty during periods of severe financial distress and organisational change.
Today, as Co-Founder of Albany Advisory, Anna helps boards and CEOs transform customer strategy, behavioural insight and digital capability into sustainable competitive advantage.
In this episode we explore:
Growing up behind the Iron Curtain and how it shaped her worldview
Surviving a life-altering accident and rebuilding her life
Migrating to Australia with no English and no safety net
Juggling study, work, motherhood and entrepreneurship
Building loyalty from scratch at Dodo Internet
A decade driving digital transformation at PAS Group
What happens to customer loyalty during Voluntary Administration
The future of loyalty in an AI-driven world
The difference between customer strategy, behaviour and loyalty
This episode is a masterclass in resilience, customer insight and the psychology of loyalty in a world defined by disruption and digital acceleration.
