Samuel Choi

Sam brings a practical, solutions-focused approach to helping clients navigate technology, data, and commercial challenges. Known for his ability to quickly understand complex technology environments and deliver clear, commercially practical advice, he works with a broad range of clients, from early-stage start-ups to global corporates, across sectors including financial services, insurance, telecommunications, and manufacturing. He has particular expertise in software licensing and implementation, IT procurement, regulatory compliance, data protection, and IP commercialisation. Sam often operates as an extension of in-house legal and procurement teams, helping clients manage legal and commercial risk and support effective, commercially aligned contracting on both the customer and supplier side. Samuel started his career at HGM and rejoined in 2022 after several years in the UK, where he served as Technology and Innovation Counsel at Tesco PLC. There, he provided legal support for a number of the retailer’s most high-profile and innovative technology projects. · Hudson Gavin Martin

New ZealandTechnology, Media & Telecoms, Corporate / M&A

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About

Sam works at Hudson Gavin Martin (rejoining the firm in 2022 after several years in the UK) and previously served as Technology and Innovation Counsel at Tesco PLC. He advises a broad range of clients—from early-stage start-ups to global corporates—on technology, data and commercial matters, with particular expertise in software licensing and implementation, IT procurement, regulatory compliance, data protection and IP commercialisation.

Practice areas

Technology, Media & TelecomsCorporate / M&ACommercial ContractsIntellectual PropertyData Protection

Office

New Zealand

Hudson Gavin Martin · Sam brings a practical, solutions-focused approach to helping clients navigate technology, data, and commercial challenges. Known for his ability to quickly understand complex technology environments and deliver clear, commercially practical advice, he works with a broad range of clients, from early-stage start-ups to global corporates, across sectors including financial services, insurance, telecommunications, and manufacturing. He has particular expertise in software licensing and implementation, IT procurement, regulatory compliance, data protection, and IP commercialisation. Sam often operates as an extension of in-house legal and procurement teams, helping clients manage legal and commercial risk and support effective, commercially aligned contracting on both the customer and supplier side. Samuel started his career at HGM and rejoined in 2022 after several years in the UK, where he served as Technology and Innovation Counsel at Tesco PLC. There, he provided legal support for a number of the retailer’s most high-profile and innovative technology projects.

New Zealand

Expertise

Software licensingSoftware implementationIT procurementRegulatory complianceData protectionIP commercialisationIn-house legal supportProcurement supportFinancial servicesInsuranceTelecommunicationsManufacturingStart-upsGlobal corporates

Education

BCom
LLB (Hons)

Admissions

New Zealand (admitted 2015)