Our Team.
Managing Director & Production Partner
Samantha Armstrong
With a background that spans major network production, global brand campaigns, and talent management, she brings a unique perspective to creative operations. Her career includes producing commercials and branded content at TVNZ Blacksand, managing social and influencer campaigns for household-name clients, and spearheading production across agencies such as TBWA, Ogilvy, and VMLY&R. Having partnered with brands like McDonald’s, Resene, 2degrees, Xero, and Samsung, she understands both the scale of corporate campaigns and the agility required for fast, high-impact projects.
At IndustryLink, Sammy specialises in connecting structure with creativity - managing budgets, teams, and workflows while enabling innovative ideas to thrive. As a remote-first, systems-driven leader, she builds scalable processes that support agencies, founders, and brands to deliver high-quality work without the stress.
She has proven experience producing remote shoots and events, including the fully online 2021 TVNZ Showcase event, coordinating remote shoots of performances, network overviews, and presentations into an over-hour-long live broadcast. Her calm precision and adaptability under pressure highlight her expertise in delivering high-impact remote productions.
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Tony Vugler
Director & Business Growth Specialist
With over 30 years of experience founding, scaling, and managing companies in Australasia, Tony brings entrepreneurial depth to IndustryLink. His career spans leadership roles across sales, marketing, recruitment, and construction, giving him a rare balance of commercial insight and operational expertise.
Alongside his domestic success, Tony has built a strong track record offshore, structuring significant deals with partners in the Asian market and cultivating international relationships that have opened new pathways for growth. This global perspective, combined with his ability to navigate diverse industries, allows him to bring both strategic vision and practical know-how to every venture.
Tony specialises in business growth, sales, and management fundamentals, helping clients scale sustainably while entering new markets. His proven ability to build companies from the ground up, paired with his extensive cross-industry network, makes him a trusted advisor and operator for businesses seeking to expand and succeed.
Sarah Hobden
Operations Director & Talent Partner
With 30+ years in advertising across London and New Zealand, Sarah has led traffic management, production workflows, and creative operations at scale. She ensures seamless project delivery, combining big-agency discipline with boutique flexibility.
Her career includes senior leadership roles at some of the world’s most recognised agencies, including BBH London, Saatchi & Saatchi, TBWA, Special Group, Y&R, and M&C Saatchi. She has overseen operations and production for global brands such as British Airways, Vodafone, Sony Ericsson, and Audi, as well as leading work for major New Zealand clients including Telecom, Toyota, ASB, Air New Zealand, 2degrees, TSB Bank, Burger King, Sanitarium and Woolworths.
Known for her calm, solutions-focused approach, Sarah has built and managed high-performing teams, implemented agency-wide systems, and streamlined workflows to drive efficiency, profitability, and creative excellence. Whether navigating the demands of multinational campaigns or supporting fast-paced boutique agencies, she brings loyalty, positive energy, and a steady hand that keeps people motivated and projects on track.
At the heart of her career is a reputation built on personal relationships, trust, and foresight. Sarah is especially skilled at identifying and recruiting the right talent for the right role, ensuring that teams are set up for long-term success.