Keith Moor, CMO at The National Lottery operator Camelot, passed away on Monday after battling cancer for nearly two years.
Moor spent five years at Camelot and was responsible for transforming marketing at the organisation.
Rather than playing the lottery being all about personal gain, Moor shifted the focus to the fact players are supporting local communities by buying a ticket. In his time at the business marketing investment increased and advertising shifted from being solely focused on shorter-term, product-based activity to building a narrative that clearly links playing The National Lottery to wider societal benefits.
He is credited with revitalising The National Lottery brand, which is widely heralded as one of the most successful turnaround stories of the past few years.
Prior to Camelot, Moor spent more than two decades at Santander, rising to CMO, with a place on the executive committee. He was a key player in the bank’s transition from Abbey National to Santander.
As a longstanding ISBA council member, Moor was also an active voice within the marketing community, known for driving positive change and championing marketing within the wider business sector. He was also an active supporter of The Marketing Academy, both as a mentor and contributor.
For all this and more, he regularly appeared in Marketing Week’s Top 100 most effective marketers and in 2021 was named Marketer of the Year at the Marketing Week Awards.
A regular contributor to Marketing Week, he was known for his outspoken and down-to-earth approach and was never afraid to express his opinion.
Sherilyn Shackall, founder of The Marketing Academy, says: “Keith was many things to us at The Marketing Academy; a huge champion, a dedicated mentor, a sponsor, and a much admired and hugely popular Fellowship alumni. Our community, and the industry as a whole, will deeply miss his wisdom, kindness, humility, and of course his incredible sense of humour.”
He will be lovingly remembered by his wife Tania and children Charlie (18) and India (15), as well as many within the marketing industry of which he was a much loved and respected member.
Outside of work, he was a lifelong Liverpool Football Club supporter and travelled around the UK and Europe watching the team until it was no longer possible.
His funeral will take place on 5 September.