About SAMi Execs
SAMi is a longstanding nickname given by close friends to the founder of SAMi Virtual Executive Assistants, Michelle Smith. Since establishing the business, the name has also taken on a second meaning: Support, Administration, Management and Insight. These are the principles that shape how the business works and how clients are supported.
With over ten years of executive and personal assistant experience, Michelle has supported C‑suite leaders, senior stakeholders and UHNWIs in demanding, fast‑paced settings. Her background across executive support, customer service, catering, events and the non‑profit sector gives her a clear, grounded understanding of how organisations operate and what clients need. Her support is proactive, responsive and consistently one step ahead of what’s needed.
Having run her own catering and events business for ten years, Michelle brings deep operational experience in managing clients, suppliers and the ever‑changing demands of complex logistics. Known for her outstanding client service and meticulous attention to detail, she combines commercial awareness with a calm, practical approach that keeps projects moving quickly, smoothly and securely. That decade now underpins SAMi Execs’ grounded, commercially minded way of working.
All support is delivered directly by Michelle. When a project involves a highly specialised industry, she may connect you with a trusted senior EA who has direct experience in that area.
