Sam Jockel

Sam Jockel began her career as a social worker in schools, where she spent several years supporting students and families. In 2010, after the birth of her first child, she launched the Facebook page ALDI Mum, which rapidly grew to over 170,000 followers. In her keynote, Sam inspires teams by sharing her candid and compelling journey through the highs, lows, and everything in between. With over 15 years as an award-winning entrepreneur, her resilience shines through, always finding a way to move forward despite the challenge.

In 2012, Sam co-founded Good Funny Smart, a social media agency, and also established School Mum, an online community that has now amassed over 460,000 followers. Her journey into the tech startup world began in 2017 with the launch of ParentTV, a video streaming platform designed to deliver personalised parenting advice from the world’s leading research-based parenting experts directly to parent’s digital devices. Her global impact in education saw her becoming the recipient of the World Summit Award for the UN Quality Education SDG.

Through her countless experiences, and marriage to an elementary school teacher, Sam quickly became aware that parents were frequently seeking parenting guidance from schools and childcare centres who are primarily focused on educating children, inhibiting their ability to provide helpful advice. Sam has dedicated her career to bridging this gap by supporting parents online and providing them with high-quality information to enhance their parenting journey and make a positive impact in their lives.

Currently, Sam’s can be seen taking on a new role as a producer, exploring the complexities of modern parenting in her upcoming documentary.