Sam Roecker

Sam Roecker is a political and communications strategist who works with campaigns and organizations across the country. Since co-founding Path to Victory in 2018, he has played key roles in races from the local to presidential level — with a particular focus on high-stakes judicial elections, gubernatorial campaigns, and ballot initiatives.

Based in Madison, Wisconsin, Sam has been a part of many of the state's recent progressive victories. During the 2022 cycle, he served as senior advisor and deputy campaign manager to Governor Tony Evers' re-election campaign, overseeing communications, digital, and research. Evers' win was the first time since 1962 that Wisconsin elected a Democratic governor while Democrats held the White House.

Sam has helped elect four members of the Wisconsin Supreme Court, building the court's current progressive majority. He served as consultant and spokesperson for Justice Jill Karofsky's 2020 election — one of the first statewide races held during the pandemic — and in the same role for Justice Janet Protasiewicz' 2023 victory that flipped control of the court. He was a senior advisor and spokesperson for Justice Susan Crawford's 2025 campaign, the most expensive judicial election in American history, and advised Justice-elect Chris Taylor's campaign in the 2026 race.

Beyond Wisconsin, Sam has consulted on earned media, paid media, and campaign strategy for candidates, organizations, and corporate clients nationwide. In Iowa, he served as communications director for the Iowa Democratic Party through the 2012 caucus season and as Iowa State Director for John Hickenlooper's 2020 presidential campaign.

Sam was awarded the American Association of Political Consultants' Campaign Excellence Award for Ballot Measure of the Year for the firm's work to pass the largest school bond referendum in Iowa history in 2025. 

Sam is a graduate of the University of Wisconsin School of Journalism and Mass Communication and lives in Madison.