Meet the team

Sammy Edmonds

Founder & Talent Agent

Sammy Edmonds is the founder and Talent Agent at RAW Personal Management, and also the founder and Creative Director of RAW Academy. With nearly four decades of experience as a professional actress, coach and heart-led creative leader, Sammy brings a wealth of industry knowledge and a deeply nurturing approach to talent representation.

A graduate of the prestigious ARLA Drama School back in the 90’s, Sammy has enjoyed an extensive career across television, film, theatre, radio and commercials. Her acting credits include performances at renowned venues such as the Royal Court Theatre and Soho Theatre, alongside regular roles in television dramas including Casualty and radio work for The Archers.

Having worked both in front of the camera and on stage for many years, Sammy offers her clients a unique insight into the realities of the industry. Her expertise as both an actor and coach allows her to support performers holistically developing not only careers but also confidence, resilience and longevity in doing what they love!

RAW Personal Management was founded on the belief that representation should be personal, supportive and rooted in genuine care. Sammy is passionate about championing performers from all backgrounds and opening doors for artists with both traditional and unconventional journeys into the industry.

Working alongside Ash, Sammy has formed a truly special partnership built on trust, intuition and a shared passion for discovering and nurturing talent. Together, they work seamlessly as a “magic duo,” combining decades of industry experience with fresh perspectives to champion every performer’s unique journey.

Every audition, recall and booking is celebrated. Sammy and Ash pride themselves on building meaningful relationships with their clients and families, ensuring every artist feels seen, supported and empowered to thrive.

I’m proud to have created a dream team!!

Ash Cole

Talent Agent

Ash joined the RAW Personal Management team in 2021 and has thrown herself into the role of Agent. Coming from an acting background, Ash grew up on the stage and followed in the footsteps of her parents to join her first theatre group at the age of 8. After performing in amateur productions throughout her childhood and teens, Ash then went on to perform in professional shows at the Mercury Theatre, Colchester before moving to London to pursue an acting career. This journey led her to the world of films, music videos and commercials where she learnt all about the casting process and being in front of the camera.

Ash trained at The Unseen Acting School and RAW Academy before joining Sammy on the agency side of things and falling in love with representing other actors. Ash loves the thrill of a job booked! An avid theatre goer, she is always on the lookout for raw, fresh talent and she is passionate about opening doors for incredible actors who’ve perhaps had an unconventional way into the performing arts. Ash loves the hands-on approach of working at RAW and is excited by every aspect of the film, TV and theatre worlds!