Currently based in Dubai, Elfried Samba is the UK’s foremost mind in growing engaged digital and IRL communities. Currently co-founder & CEO of Butterfly 3ffect which helps brands like Bumble and Netflix connect further into culture.

Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the social media space through his work at global fitness brand, Gymshark, as Global Head of Social Content and Community at Gymshark. Samba’s work helped grow the sports apparel brand’s social media community from 1 Million followers to 20 million followers. 

This played a critical role in helping the brand achieve its "unicorn" £1 billion valuation while challenging the likes of Nike, Puma, and Lululemon.