Samantha Sifah

Head of Community Outreach, Marketing & Communications, Supreme Committee for Delivery and Legacy


Samantha Sifah is the Head of Community Outreach at the Supreme Committee for Delivery & Legacy, where she implemented the first Accessibility Forum, a flagship programme that empowers local people and NGOs to advise the Supreme Committee and its stakeholders about specific impairment requirements from the point of view of users and experts in disability, to ensure an accessible and inclusive 2022 FIFA World Cup™ and legacy.

Samantha graduated with a Master of Laws (Hons) from University College London (UCL) and subsequently worked for the UK national housing regeneration agency, English Partnerships. After two years of community development and consultation with residents, housing associations and local government on some of the UKs biggest urban regeneration projects Samantha joined the agencies working on the London 2012 Olympic & Paralympic Games in the Community Engagement team, first at the Olympic Delivery Authority and subsequently with the Olympic Park Legacy Company.

The focus of her work was planning and delivering community engagement and education activities across the five east London boroughs impacted by the development of the Park; writing the statement of participation for the 2011 planning application that was submitted for the redevelopment of the Olympic Park in Legacy; coordinating all Olympic Park Legacy Company stakeholder and community activity – Including partnering with the Mayor’s office, Olympic host boroughs, Olympic Park land owners and local businesses and in addition delivering public consultation programmes across London. The ‘Your Park’ competition in which a regional competition was held for local people to select the names of the neighbourhoods to be developed following the 2012 Games was Samantha’s responsibility and led to a partnership with the BBC and other regional media agencies interested in the socio-economic impact of the 2012 Games on local communities.

Latterly Samantha moved to the private sector as Corporate Responsibility & PR Manager at Westfield Stratford City, Europe’s largest urban shopping and leisure destination located at the gateway to London’s Olympic Park. There she took on the work of writing, implementing and measuring the outcomes of the centre’s first Corporate Responsibility strategy in addition to establishing Westfield UK’s first national charitable partnership with Save the Children, launched by (then Prime Minister’s wife) Samantha Cameron.