Sam conceptualized, produced and curated videos on ADB projects, sectors and themes. She also gave creative and technical advise to regional departments, resident missions and other units within ADB on various aspects of video production. Before joining ADB, she had a career in broadcasting, including Channel News Asia, where she was a Senior Producer creating a diverse genre of video content, from documentaries, news magazine programs to talk shows and travelogues, as well as programs commissioned by the Singapore government. In 2005, she won a Bronze Medal for a documentary she produced on adoption in Asia at the New York Festivals.