Martin Sally

Sally Martin

Non-Executive Director & Advisor

Name:Sally Martin
Address:London, UK
Phone:+44 - (0) 77 12 107 108

Sally is a non-executive director and advisor, with over 30 years experience in senior commercial and marketing roles in the UK, Europe, Middle East, Australasia and the US.


As an executive, her last role was as the CEO of Qantas Airways for the UK, Ireland, Middle East and Africa, with full P&L accountability and responsibility for the European online offering, including yield management. She successfully returned the region to profitability. This followed acting as Qantas’ world-wide Head of Marketing and being the Group General Manager responsible for Commercial Strategy.


During her executive career, Sally worked on the start-up teams for the trans-Tasman airline Freedom and on an Australian low-cost airline which later became the blue-print for easyJet. She was a part of the “design team” who put together the business plan for a start-up domestic airline in Saudi Arabia.


As a senior commercial executive, she was heavily involved in the creation of the oneworld brand and the creation of Australia’s most successful credit card and loyalty programme (the Qantas Telstra Visa Card).


As an advisor, she has worked with the Macquarie Group, Goldman Sachs and Morgan Stanley on start-ups, buyouts and turn-around projects in London, Europe and the Middle East.


As an independent non-executive director, Sally has recently stepped down as the Senior Independent Director for Veeve, an online business that facilitates the renting of luxury homes. In addition, she was on the board of Voyage Control, a tech company which provides logistics management solutions in the UK, Europe, Los Angeles, Boston, Sydney, Canada and the Middle East.


Also as a non-executive, she chaired the Remuneration Committee of Holidaybreak Plc (then FTSE-250) and was heavily involved in a number of UK and European M&A transactions, including a Class 1 acquisition. She was part of a small group of non-executives who oversaw the preparation of the business for a “take private” sale (which occurred successfully in 2011).


In the not-for profit sector, she is Chair of the NZUK Link Foundation. Under the Patronage of Dame Kiri Te Kanawa and The Princess Royal, the Foundation awards grants within the fields of Education, Science, Technology, Arts and Business. In addition, She is a Trustee of the Paddington Business Improvement District (BID) and the Britain-Australia Society Education Trust. She is also Vice-Chair of the Hyde Park Estate Association and is the Chair of its Transport Committee.


In the past, she spent seven years on the Board of Australian Business in Europe (now the Australian & New Zealand Chamber of Commerce), where she mentored start-up entrepreneurs and assisted businesses which were entering the UK market place.


2018 - 2020


Senior Independent Director
2016 - 2018

Voyage Control

Non-Executive Director
2008 - present

Southern Ocean Shipping

2004 - 2008

Holidaybreak Plc

Chair, Remuneration Committee
1999 - 2004

Qantas Holidays plc

Main Board Director
1999 - 2004

Qantas Pension Fund (UK)

Chairman of Trustees

Not For Profit

2021 - present


2017 - present

Paddington Business Improvement District

2014 - present

Hyde Park Paddington Neighbourhood Forum

Steering Committee Member
2012 - present

Britain-Australia Society Education Trust

2012 - present

Hyde Park Estate Association

Vice-Chair & Chair of Transport Committee
2009 - 2009

CEO Forum – Inaugural Australia Week UK

2001 - 2011

Australian Business in Europe

Non-Executive Director & Mentor

Private Equity Advisor

2007 - 2007


Advisor in proposed private equity buyout of Global Refund Holdings BV.

2007 - 2008

Morgan Stanley

Advisor in a bid for Alitalia airline

2006 - 2006

Saudi Brothers C.C.

Advisor working with McKinsey & Goldman Sachs on a Saudi Arabian airline license bid

Executive Roles

1999 - 2004

Qantas Airways – UK & EMEA

CEO - UK, Europe, Africa & Middle East
1996 - 1999

Qantas Airways – World-wide Head Office

General Manager, Commercial Strategy & Acting Director of Marketing
Manager, Market Planning
1980 - 1996

Air New Zealand

Manager, Market Strategy
Marketing Communications Manager - Americas Region, LA
Group Strategic Planning - Domestic NZ Airlines
General Manager, Sales & Marketing - Low cost airline
Manager, Market Development
Marketing Manager, Domestic NZ & Pacific Region



Freeman of the City of London
Freeman of the City of Glasgow
"World Class New Zealander" awarded by "KEA" - the NZ Global Network


The Reform Club
Guild of Freemen of the City of London
The Incorporation of Wrights in Glasgow (Guild)
The Cook Society
Tech Advocates London
The Britain-Australia Society
La Jurade de Saint-Emilion
The RAF Club
Home House

Past directorships / committee memberships

Board of Airline Representatives, UK - Board director
"Australian of the Year in the UK" Award - Board Member & Judge
The Cook Society - Committee Member

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