Sally Cowdry

Marketing and consumer director


Colleagues describe Cowdry as ambitious, passionate, tenacious, warm and a smart strategist. She has certainly made an impressive impact on Camelot since joining from O2/Telefónica last year. After relaunching the Lotto, she has channelled her unbounded energy into driving forward a new brand strategy for the National Lottery. This revamp has a dual message: it positions the game as a way to win life-changing prizes while simultaneously donating to good causes through its ‘Play makes it possible’ platform. She is also a Fellow of The Marketing Society, a vice-president of the Chartered Institute of Marketing and on the board of The Marketing Academy.

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