The Masen Story —
A Legacy of Exploration, Resilience & Perspective
Masen Strategies carries forward a legacy that began with our founder’s great-grandfather — a young American sailor who served on the USS Iroquois during the Civil War, traveled the world as a ships carpenter, and eventually settled in Australia.
His life embodied curiosity, courage, and the ability to navigate unfamiliar territory.
Masen Strategies honors that legacy by helping leaders do the same inside their organizations:
➤ Explore new approaches
➤ Navigate uncertainty
➤ Unify people with different perspectives
➤ Build something stronger than the sum of its parts
While Masen Strategies is founder-led, it is not founder-limited. We are able to draw on a select group of experienced practitioners in commercial strategy, people and culture, behavioral science, and sales leadership and marketing who can join engagements when we feel their expertise strengthens the outcome.
About Our Founder
Greg Sampson, founder of Masen Strategies, is a global commercial and organizational leader with more than 30 years of experience driving profitable growth for start-ups to multi‑billion‑dollar brands across the United States, Australia, Europe, and Asia-Pacific. His career spans strategic planning, GM-level execution, and sales and marketing turnarounds that elevate performance, efficiency, and results across business cycles, alongside a long track record of building high‑performing sales, marketing, and leadership teams in corporate, private equity, and high‑growth environments.
His experience included leading national B2B marketing for Canon and Panasonic, where he brought 19 product managers together into a cohesive, high-performing team. In Australia, he led CooperVision to the number one market position and grew top-line revenue by around 80 percent, with similar growth in bottom-line performance. As Vice President of US Field Sales at CooperVision, he oversaw approximately 50 percent growth in revenue, led the sales organization through COVID, and expanded the team by about 20 percent.
Greg brings a rare balance of commercial discipline and human understanding.
He knows what it takes to drive strong performance across the full commercial system of a company – from market positioning and structure to the behaviors and expectations inside the team.
He has:
➤ Led large commercial and cross-functional organizations
➤ Unified fragmented teams into aligned, accountable groups
➤ Strengthened leadership capability from frontline managers to senior executives
➤ Navigated board, investor, and global headquarters expectations
➤ Guided organizations through pressure, change, and growth
➤ Mentored leaders facing the realities of complexity, politics, and execution
Greg is known for creating clarity where there is noise, alignment where there are silos, and trust where expectations are high. His leadership blends empathy with standards, helping people perform while becoming leaders’ others want to follow.
Masen Strategies is the extension of that experience: grounded, commercial, human and built for leaders who want meaningful, measurable long-term results.
Pauline Sampson, DPsych (Clinical Psychology)
—leads Research & Insight at Masen Strategies
Pauline translates evidence into practical decision support, tools, and measurement that leaders can use—strengthening the rigor and clarity behind Masen’s work. She brings a multidisciplinary background spanning biomedical science, regulated healthcare environments, and psychology, along with formal training in information science. She completed a professional doctorate in clinical psychology, with doctoral research focused on resilience and wellbeing, and has supported teens and adults across clinical, education, and community settings. Pauline partners closely with Founder Greg Sampson (her husband) to help ensure Masen’s recommendations are grounded, usable, and tied to reliable outcomes.
Why Masen Strategies ➝
➤ Advice from someone who has lived the responsibility. Our founder has led commercial teams, rebuilt structures under pressure, and carried the targets and expectations your leaders face globally across markets and industries.
➤ Alignment where it matters most. We connect sales, marketing, product, and leadership through shared definitions of success and shared execution.
➤ A leadership approach that combines empathy with standards. People deliver when they know what good looks like — and feel respected in the process.
➤ Focus. We help leaders focus on the few decisions and behaviors that move the business.
➤ Experience across corporate, private equity, startups and high-growth environments. Different pressures, same fundamentals. We bring perspective earned in all these.
➤ Clarity. Connection. Consistency. The foundations of sustainable performance and strong leadership.
When Masen Is the Right Fit
You will get the most value from Masen Strategies if ➝
➤ You know something is “off” in leadership, alignment, or execution, but it’s hard to name.
➤ Results are not as expected, even with an upgrade of technology for the sales team.
➤ Personnel attrition is increasing or higher than acceptable.
➤ You want a partner who will tell you what you need to hear, not just confirm what you already think.
➤ You care about both your performance and your people— not one at the expense of the other.
➤ You are prepared to change behaviors, not just rearrange structures or org charts.
➤ You want a project-based engagement that solves defined problems, not an open-ended retainer or one off workshops
Who We Work With:
Masen Strategies works with leaders who carry real responsibility for outcomes, people, and culture. Typically, that includes:
Mid-market and growth organizations
— large enough to feel complexity and silos, but still close enough to the work to change how they operate.
Divisions and regions within larger enterprises
— business units that need stronger leadership, alignment, and execution without waiting for the whole organization to move.
Investor-backed companies
— leadership teams under pressure to grow, integrate, or professionalize without burning out their people.
Senior and rising leaders
— company, divisional and department heads who are accountable for performance, culture, and talent.
Start with a Conversation
Every engagement begins with a thoughtful conversation to understand context, challenges, and what success would look like. If the fit is right, we define a clear, focused path forward.
