Sam Graham Sam is the Head of States and Game Development at the AFL. Prior to this, Sam was the CEO of AFL NSW/ ACT for 5 years. Sam holds a Bachelor of Commerce from Deakin University and is a qualified chartered accountant. Sam commenced as a graduate at KPMG in 1997, in KPMG’s corporate recovery division moving in 2001 to a role in strategic finance with Centrica plc, based in London. After a contract at Fosters Group in Melbourne in 2005, Sam joined the AFL in September of that year as Strategic Planner. In June 2011 he was appointed Manager – Strategy, and in September 2011 was appointed Manager – Club Services. Sam was appointed to the role of General Manager, Strategy & Club Services in May 2013. Sam has been a director of Ladder since June 2011.