Balancing Data Compliance, Strategy, and Innovation with Sam Smith, VP Global Data Privacy & Governance at Merlin Entertainments

Jun 25, 2025

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Want to unlock the full potential of data & AI across your organisation? Visit cambridgespark.com to explore how we help enterprises upskill their workforce with cutting-edge, industry-relevant training programmes that drive real business impact.

In this episode of Data & AI Mastery, host Dr. Raoul-Gabriel Urma sits down with Sam Smith, VP of Global Data Privacy and Governance at Merlin Entertainments, to explore how privacy and governance are the unsung heroes powering innovation in data-driven businesses.

Sam shares her fascinating career shift from solicitor to data leader and unpacks what it really means to build effective global data governance strategies. They discuss how to demonstrate ROI from data governance, the carrot vs. stick of compliance, and the practical challenges of AI regulation in a hyper-connected world.

Whether you’re a privacy professional, business leader, or data practitioner, this episode offers real-world insights on embedding privacy by design, aligning legal and commercial goals, and why AI literacy is now a business-wide mandate—not just a legal issue.

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Chapter Markers:

(02:00) Samantha’s journey: From law to data privacy

(04:30) Why data governance is a hard sell—and how to frame ROI

(08:30) Data governance as both insurance and innovation

(10:30) Key terms explained: Ownership, stewardship, and privacy

(14:00) The ethics and strategy behind collecting personal data

(18:00) What happens when AI tools go too far?

(25:00) Where AI and data governance teams should sit in your org

(27:45) Quick-fire questions: Industry views, lifelong learning, and favorite tunes

(29:30) Raoul’s reflections: Why AI literacy matters now more than ever

Useful Links:

Connect with Sam Smith on LinkedIn

Visit the Merlin Entertainments Website

Follow Raoul for more AI insights on LinkedIn

Explore Cambridge Spark’s AI upskilling programs at cambridgespark.com