Being a Brand Planner requires a certain special sort of brain. Sam Cheema’s got it. He’s got an eye for human behavior, and a knack for picking it apart to find that one golden insight. He’s also quick on his feet. He had to be — not only did he hone his craft in London, he also spends most of his free time on hockey. Watching hockey. Thinking about hockey. Competing at the semi-pro level in hockey. Have we mentioned that we like hockey? Cheers, Sam. We’re excited to see what you have planned for us.