From starting her journey in tech during a gap year to becoming CEO of a FTSE-listed company, Sam Mudd’s career has been shaped by curiosity, empathy, and bold decision-making. In this exclusive Q&A, Sam shares how her early background in psychology influences her leadership style, the values that drive her, and her vision for the future of Bytes Technology Group (BTG) - including how AI, agility, and culture play a central role in its next chapter.
I trace it back to when I was 19, taking a gap year. My father had just launched a software company in York and suggested I come and give it a try. I was immediately drawn in by the excitement and the constant intellectual challenge - every day brought something new. That’s exactly what we’re seeing now with AI, and it’s just as thrilling.
Before starting my career, I studied Psychology at the University of Nottingham, which gave me a deep appreciation for how people think, learn, and adapt - skills that have proven invaluable in the tech world. Understanding human behaviour has helped me lead teams more effectively, navigate change, and stay focused on delivering solutions that truly meet user needs.
I officially joined BTG in 2023 having previously been Managing Director at Phoenix Software – who they acquired in 2017. Before that, I held senior roles, including at WordPerfect, Novell, and Trustmarque Solutions, which helped shape my early career in the industry.
I’d describe my leadership style as inclusive, empowering - and fun. I’ve been wholly immersed in a management approach over the years that’s focused on getting the best out of people. That means creating an environment where individuals feel fearless - where they’re encouraged to try new things, make mistakes, and grow. When you support people with the right training, clear guardrails, and a culture of trust, you’re setting them up to succeed and helping them reach their full potential.
I also make a conscious effort to ensure that quieter voices are heard. Everyone should feel they can contribute, and I often use humour and a light-hearted approach to help foster that openness.
At the same time, I believe in being decisive. I prioritise ruthlessly and move quickly. If I make ten decisions, nine will likely be right - and I’d rather keep momentum than get stuck in hesitation. That kind of clarity and pace gives people confidence and helps the business stay agile.
Looking ahead, the biggest opportunities lie in helping our customers harness the power of emerging technologies - particularly AI, cloud optimisation, and cybersecurity. These are areas where we can add real value and continue to grow alongside our clients.
Our value proposition remains compelling, and we’re seeing strong engagement and a healthy pipeline of opportunities. As the new sales structure beds in, I’m confident we’ll emerge more agile, better aligned with our customers’ evolving needs, and well-positioned for sustainable growth.
What truly sets us apart is our people and our culture. We’ve built a team that combines deep technical expertise with a genuine passion for helping customers succeed. There’s a real sense of collaboration and energy here - we work hard, but we also make it enjoyable.
We’re also incredibly agile. Despite being a FTSE-listed company, we’ve retained the entrepreneurial spirit of a much smaller business. That means we can move quickly, adapt to change, and stay close to our customers’ needs.
And finally, our long-standing relationships - both with customers and vendor partners - are a testament to the trust we’ve built over time. We don’t just sell technology; we help organisations solve problems, innovate, and grow.
Becoming CEO of BTG has undoubtedly been the most significant milestone in my career. It’s a role that brings both privilege and responsibility - leading a FTSE-listed company in such a dynamic industry is something I’m incredibly proud of.
It’s a role that constantly challenges and inspires me - and one that I feel genuinely honoured to hold.
At the moment, it’s definitely Microsoft Copilot. It’s become an integral part of how I work - whether it’s drafting documents, analysing data, or just helping me think through a problem more efficiently. It saves time, boosts productivity, and gives me that extra layer of support when I need to move quickly. It’s like having a digital co-worker who’s always ready to help - I’d really struggle to go back to working without it.
My favourite band is Billy Ocean, and I love Bob Marley...you can see there is a soul vibe here.
My idol is Warren Buffett. He’s an example of a phenomenal performance in business investment and making good decisions. Whilst retaining a down-to-earth lifestyle despite his enormous wealth.