Vision 100


Sally Cowdry

Marketing and communications director

Camelot UK Lotteries

Camelot’s Sally Cowdry is one of marketing’s shining knights. After just six months at the company, she oversaw the National Lottery’s biggest marketing campaign and relaunch. For Cowdry, this was a once-in-a-generation opportunity to reinvigorate interest in the game, which has since ballooned thanks to record jackpot prizes. She was previously at O2 for 13 years, building a brand with true differentiation in a commoditised market. She worked on the O2 venue launch and its first pay-monthly SIM-only scheme.

Best advice: "Surround yourself with brilliant people. But remember talent, attitude and aptitude can trump experience."