Head of Marketing Effectiveness, Lloyds Banking Group
Seena Samani is a seasoned marketing effectiveness leader with over 20 years’ experience across client‑side and agency organisations, with deep expertise in Financial Services. As Head of Marketing Effectiveness at Lloyds Banking Group, she shapes the organisation’s marketing measurement strategy and ensures investment decisions are grounded in analytical rigour, proven commercial outcomes, and strong governance.
Previously, Seena led the Data & Analytics practice at Mindshare (WPP), where she developed robust effectiveness frameworks and capabilities, embedded best practice across major client portfolios, and secured the agency’s first IPA Effectiveness Accreditation. Earlier in her career, she held senior roles at HSBC, NatWest, and Barclays, including serving as Global Head of Marketing Effectiveness Analytics at HSBC, where she led a multi‑million‑dollar transformation programme to deliver consistent, high‑quality measurement practices globally.
Seena is an experienced industry judge, regularly judging for the Effie Awards, the IPA, and the Data & Marketing Association (DMA). She is also a member of the ISBA Insight & Effectiveness Steering Group and holds IPA Membership. Drawing on her leadership across both client and agency environments, Seena is known for applying disciplined, real‑world judgement - assessing not only creativity or ambition, but the robustness of evidence, the quality of learning, and the credibility of commercial impact.