County girl is TV voice of doom

It has been a complete mystery to viewers, but the face behind one of the most integral characters on the hit BBC show The Apprentice can now be revealed.

And the woman who plays the role of Sir Alan Sugar’s PA “Frances” in the programme, the one who who is responsible for ushering the contestants to their fate in the boardroom, is Sam Moon from Telford.

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The 29-year-old’s proud parents, Alan and Gwen, and one of her brothers, Chris, still live in the family home in Arleston and have been avidly watching as she takes to the screen.

She has her own catchphrase and an army of dedicated fans as well as Facebook appreciation groups, yet she has never been fully seen on screen.

Sam, who has two other brothers, is the one who tells the candidates facing the axe in the boardroom “Sir Alan is ready for you now”.

And the former Blessed Robert Johnson and New College student is the last person they see before they walk out of the door.

The character Frances has always remained an enigma, but for the last two series Sam, who is a PA with The Apprentice production company, Talkback Thames, has impersonated Sir Alan’s own long-standing secretary, Frances Penn, the 61-year-old spinster who has since retired.

Sam’s father, a retired Royal Navy petty officer who used to be a driver for the Shropshire Star, said: “Sam has always been a bit of a drama queen. She loved acting at school and went down to London about eight years ago with a little sack on her back determined to make it.

“She told me, ‘I get spotted all the time but I can’t tell people who I really am. I have to pretend that I am the real Frances, which is pretty strange.’”

He said Sam was quite embarrassed when people stopped her in the street after recognising her.

Her mother - an English teacher at Wrockwardine Wood Arts College - said the family was initially sworn to secrecy over her daughter’s role.

“A lot of people have recognised her voice and asked me if that was her on The Apprentice.”

It is also Sam’s job to wake up the contestants each morning for their task.

Mrs Moon said: “She will get a call from the production-team at 5.30am and will then have to call the candidates at the home to tell them where and when to meet for filming.

“Then she will do a full day’s work at Talkback as a production assistant and in the evenings she will go off to do her filming for The Apprentice, which can last until 10pm. She will even be filming at weekends.”

By Lisa Rowley