Samuel started his career in a local agency in Colombia in 1994. After a couple of years he went to Ogilvy & Mather and in 1999 he was promoted to group creative director , that same year he was sent to Ogilvy´s London Office to work on the Smithkline Beecham account for a year. When he returned to Colombia he was named Creative Director of this same agency.

In 2006 McCann Colombia calls him to lead the creative department. That same year he was named Creative of the year by P&M (Colombian most important marketing and advertising magazine) Under his creative leadership McCann Colombia has been amongst the top 30 most creative agencies in the Iberoamerica for the last 3 years. According to Crema ( ranking created by Adlatina)

He has been awarded in Advertising Festivals such as: Cannes Lions,, Clio,One Show New York Festival, Fiap, El Ojo de Iberoamerica, Wave, El Sol, and El Dorado, Effie.

He has been member of the Jury in Cannes Lions 2015,One Show,The London Festival, New York Festivals, Fiap, Wave, El Ojo de Iberoamerica, Volcan–Costa Rica and Anda-Venzuela.

Samuel also has been President of the Radio Jury in el Ojo de Iberoamerica 2014 and for The Young Lions Colombian Chapter 2012. President of the direct Jury in El Sol 2017, and President of the direct Jury in Wave 2018

Samuel is currently also Managing Director of McCann Colombia and serves as a mentor in Endeavor. He has been top 1 in 2016 as most admired ad professional in Colombia in the Scopen Agency research 2016 and in the same research 2018 he is top 2.