Sally joined VisitBritain as CEO in September 2014, having previously been a member of the VisitBritain Board from 2013. In December 2016 she also took on responsibility for VisitEngland becoming CEO of both brands, leading both international and domestic tourism.

 

Before moving to VisitBritain Sally was Chief Marketing Officer for Travelport GDS and held a number of senior international roles in the travel industry. These included Commercial and Product Director at Opodo, Managing Director of the TUI-owned Specialist Sun Holiday Group, and Managing Director of British Airways Holidays, operating in 75 markets worldwide. She has sat on a number of Boards, previously as a Commissioner for English Heritage/Historic England and is currently a Governor of the Museum of London and as a Non-Executive Director at Mr&MrsSmith.