Social-first agency SAMY has appointed Anabela Bonuccelli as Managing Director, Operations & Clients for its U.S. operations. 

Based in Miami, Bonuccelli brings more than 30 years of agency experience across the Americas to the role. She spent 25 years at Havas, where she opened the Miami office, led the network’s expansion into Central America and Puerto Rico, and developed the agency’s Cross-Cultural Division for North America. 

At SAMY, she will oversee a client portfolio that includes Maybelline, Microsoft, Popular Bank, RoC Skincare, and BHG Financial. The agency recently added AB InBev and The Magnum Ice Cream Company to its U.S. roster.

SAMY forecasts 70% net revenue growth in the U.S. for 2025, with additional growth projected for 2026. The agency operates 20 offices across 55 markets with a team of more than 900 people.

“Anabela’s appointment signals our intent for the U.S.,” Juan Andrés Elhazaz, CEO of SAMY, said in a statement. “We’re scaling quickly, winning major global brands, and expanding our social-first capabilities across the region with real momentum.”

Operational Focus

Bonuccelli will lead operational performance and delivery across all U.S. clients as the agency expands its presence in the region. Her responsibilities include strengthening operational foundations while maintaining delivery quality during the agency’s growth phase.

“What drew me to SAMY is its clarity of purpose as a modern social-first agency group,” Bonuccelli said. “The U.S. team already has remarkable talent and energy, and my role is to bolster that strength, bring cohesion as we scale, and ensure our clients feel the impact of an integrated, high-performance operation.”

SAMY’s client base includes L’Oréal, The North Face, Diageo, and Samsung. The agency positions itself as an operation integrating intelligence, creativity, and technology across the social media ecosystem.

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