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Sam Wheeler joins fast-growing digital agency Big Lemon as shareholder

Kieran Abbott, Sam Wheeler and Owen Richard, Directors of ‘tech for good’ agency Big Lemon


Award-winning digital agency Big Lemon has appointed current Operations Director Sam Wheeler as a Director and shareholder.

Big Lemon was co-founded by Kieran Abbott and Owen Richards in 2014. The agency’s mission is to build digital products that make the world a better, fairer, cleaner place.

Sam will spearhead the agency’s work in the ‘tech for good’ space and lead the firm’s efforts to achieve B Corp accreditation, a growing global movement of businesses striving to be a force for good in the world.

Since taking the strategic decision to focus on the ‘tech with purpose’ niche a year ago, Big Lemon has gone from strength to strength. Turnover and profit have more than tripled since 2016/17, while the team has grown from four people to ten, with further growth anticipated in 2021. The firm delivers tech solutions for clients include the NHS, Amber Energy, University College London and the University of London.

Sam has worked in the tech sector for 15 years, with previous roles at Hackney University Technical College, Technology Will Save Us and charity Teen Tech. She has also delivered innovative tech projects for businesses including Bloomberg, Sainsbury’s and Barclays.

Passionate about what tech can do for people, the planet and communities, Sam has a long track record of building partnerships, networks and high-performing teams to deliver positive outcomes, both in a commercial and voluntary capacity. She is also a Big Ideas Wales role model, a Prince’s Trust delivery partner and a passionate advocate for co-production when designing tech solutions.

Since joining Big Lemon in 2019, Sam has been integral to the business focusing on the ‘tech for good’ niche. She has driven initiatives around HR, diversity and partnerships to support this mission and says she is looking forward to further developing this work:

“As the only Welsh agency specialising in tech for good, Big Lemon is a homegrown success story delivering work to clients across the UK and internationally. Our design and software projects span EdTech, MedTech, sustainable energy and green travel, amongst other areas.

“Designing and building meaningful digital products that empower others to deliver positive change is at the heart of the Big Lemon ethos. By solving challenges with creativity, innovative co-production methods and intelligent technology, our vision is to harness the power of tech to drive positive change. This is something I’ve been passionate about throughout my career, and I’m incredibly excited about the opportunity to build on this specialism alongside Owen, Kieran and our talented team.”

Co-founder of Big Lemon Kieron Abbott said:”Sam has been an absolute beacon for Big Lemon from the moment she joined, not only leading the way with our tech-with-purpose mission but brightening every day with her positive and can-do attitude. We call her ‘the Big Lemon cog’ because the other cogs wouldn’t turn without her. It was a natural progression for us to ask Sam to join our board as an equity shareholder, and we’re delighted that she accepted.

In co-designing and building digital products, we constantly strive for better, to be ethical, to put people first, and think big. Sam’s approach is collaborative, helping others realise and exceed ambitions and bringing a sense of fun and innovation to all we do. We are incredibly excited to have her join our board.”



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