Samantha Orihuela

Chief Marketing Officer

Samantha Orihuela is Chief Marketing Officer for ADP. In this role, she leads ADP’s global marketing and communications organization. She is responsible for strengthening the ADP brand, accelerating demand generation, and delivering cohesive, audience-centric experiences across markets and channels worldwide.

With deep expertise in brand strategy, integrated marketing, and experience design, Samantha has built and evolved globally recognized brands throughout her career. She has led large-scale, multi-channel initiatives that increased brand relevance, drove engagement, and supported the successful commercialization of new offerings.

Previously, Samantha served as Chief Marketing Officer for a U.S.-based global consultancy firm, where she led a pivotal evolution of the company’s brand and go-to-market strategy. She built an integrated demand-generation engine, unified the brand narrative, and advanced CRM and marketing automation capabilities, driving meaningful increases in lead flow, media visibility, and operational scalability.

Throughout her career, Samantha has been recognized for her ability to connect brand strategy with execution and for building high-performing teams capable of delivering complex, integrated marketing programs. She aligns creative strategy with enterprise priorities and turns human insights and strategic data into pipeline growth through her work developing end-to-end brand platforms and go-to-market strategies designed to drive measurable business impact. 

She holds a Master of Business Administration from the Kellogg School of Management at Northwestern University, with concentrations in Business Management, Marketing, and Strategy, and a Bachelor of Arts in Business from Brenau University.