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Mindy Johnson

Financial Adviser


Sally Martin

Non-Executive Director & Company Advisor


Sally Martin

Non-Executive Director
& Company Advisor

Sally Martin 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.



Sally Martin 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.





Senior Independent Director

A UK PE backed London and Paris luxury home and apartment rental company that operates both under the Veeve brand and as an online content provider.

2018 - 2020

Voyage Control

Non-Executive Director

A tech company providing logistics solutions in the UK, EU, USA, Canada, Australia & the Middle East.

2016 - 2018

Southern Ocean Shipping


SOC is a privately held company that arranges ship charters in the southern hemisphere.

2008 - Present

Holidaybreak Plc

Chair, Remuneration Committee

Holidaybreak Plc was listed on the LSE until 2011. It was an activity travel & education group, with established brands in hotels (SuperBreak), adventure (Explore & Djoser), camping (Eurocamp & Keycamp) & education (PGL & NST). 2008-09 turnover £ 473 m.

• Successful acquisition of 9 companies (5 were EU) worth £219m, including a UK Class 1.

• Managed development & investor briefings for new Executive LTIP & Bonus Plans.

2004 - 2008

Qantas Holidays plc

Main Board Director

A packager & retailer of holidays, hotels, airlines & leisure activities in the UK & Europe.

1999 - 2004

Qantas Pension Fund (UK)

Chairman of Trustees

The Fund has circa £8m invested on behalf of 2,000 current and former employees.

1999 - 2004

Not For Profit

NZUK Link Foundation


Under the Patronage of Dame Kiri Te Kanawa and The Princess Royal, the Foundation awards grants within the fields of Education, Technology, Arts and Business, which demonstrate cross-cultural exchange, innovation, relevance & rigour.

2021 - present

Paddington Business Improvement District


2017 - present

Hyde Park Paddington Neighbourhood Forum

Steering Committee Member

The Forum has delegated authority over planning applications & development proposals.

2014 - present

Britain-Australia Society Education Trust


The Trust endows legacy bursaries to commemorate Governor Arthur Phillip, founder of modern Australia. Member of the Trust Committee which created memorials in Westminster Abbey and in Bath, under the patronage of HRH the Duke of Edinburgh.

2012 - present

Hyde Park Estate Association

Vice-Chair & Chair of Transport Committee

Co-authored HPEA Neighbourhood Forum submission with business partners.

2012 - present

Australian Business in Europe

Non-Executive Director & Mentor

Formerly the Australia and New Zealand Chamber of Commerce in UK/Europe.

2001 - 2011

CEO Forum – Inaugural Australia Week UK


Convenor of the Financial Services session” attended by 250 leading UK & Australian CEOs.


Private Equity Advisor


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


Morgan Stanley

Advisor in a bid for Alitalia airline

2007 - 2008

Saudi Brothers CC

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


Executive Roles

Qantas Airways - UK & EMEA

CEO - UK, Europe, Africa & Middle East

Responsible for all commercial activities, marketing, sales, strategy, finance, cargo, airport & flight operations.

1999 - 2004

Qantas Airways - World-wide Head Office Roles

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

1996 - 1999

Air New Zealand

Manager, Market Strategy - Auckland
Marketing Communications Manager, Americas Region – Los Angeles
Group Strategic Planning – Domestic New Zealand Airlines
General Manager Sales & Marketing - Low Cost Airline
Manager, Market Development
Manager Marketing - Domestic New Zealand & Pacific Is. Region

1990 - 1996

Past Committee Memberships


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

Board Expertise & Skills

Board Expertise & Skills

Consumer-Facing Strategic Development

Marketing & Branding Strategy Creation

  • “oneworld” alliance – member of the world-wide airline team
          that created the branding, marketing plan & customer experience
  • Saudi Arabian airline license applicant – Goldman Sachs & McKinsey
  • Alitalia bid – Morgan Stanley
  • Global Tax Refund bid – Macquarie Bank
  • Australian low-cost airline startup

Brand, product, media, distribution channel and sponsorship  

  • Worldwide brand, product & sponsorship launches for Qantas & Air New Zealand.eg. Koru Club (airline lounge club & Frequent Flyer Programme), Qantas Telstra Visa Card.

  • Low-cost Trans Tasman airline Freedom Air.

  • Joint campaigns with Tourism Boards and tourism & hospitality industry partners in the UK, USA, Europe, ME, Asia, Japan, Australia & NZ.

  • Award winning worldwide advertising and key market multi-channel media campaigns in the UK, Ireland, Europe, Middle East, Africa, Asia, Japan, Australasia, North & South America and Canada.

  • Qantas-Telstra Visa Card – largest credit card in Australia


  • Board level multi-cultural & multi-lingual environments:
  • Non-Executive:
    – Holidaybreak Plc – UK, France, Belgium, Netherlands, Germany, Switzerland & Austria
    – Advisor: Saudi Brothers CC – Saudi Arabia
  • Executive experience in UK, Europe, USA, Australia, New Zealand, Middle East & Africa
  • Private equity projects in Europe and Middle East

Web & Tech

  • INED for Voyage Control, a growing tech company with software offering logistics solutions.
  • Online retailing – responsible for yield and sales mix for Qantas’ European online offering.
  • Responsible for the marketing and branding of the Qantas Telstra Visa Card, Australia’s most successful co-branded credit card incorporating two loyalty programmes.


  • Experienced with Combined Code and Turnbull ( Holidaybreak Plc and Qantas Holidays Plc).
  • As Chair of the Board Remuneration Committee of Holidaybreak Plc, oversaw the design and implementation of LTIP, short-term incentive plans, executive contracts and succession planning.
  • Audit committee member for a business with operations in multiple countries and currencies.
  • As Chair of a pension fund with £8m under management, was responsible for fiduciary oversight

Restructuring & Turn-around

Turn-around plan development – multi-sector experience including:
  • Transport: Alitalia bid  – Morgan Stanley & Private Equity consortium
  • IT: Implementation of 2 call-centre & airport operating systems
  • Financial services: Global Refund Holdings bid – Macquarie Private Equity
  • Startup:  Saudi Arabian airline license bid – Goldman Sachs & McKinsey
  • Take-over: New ownership / business structure for 4 regional airlines
  • M&A: UK “Class 1” & M&A in Germany, Belgium, Netherlands, Austria & Switzerland
Execution of corporate restructuring:
  • Restructure & return to profitability – Qantas UK, Middle-East & Ireland Region
  • Profitability based restructure of Italian airline sales, distribution & alliances
  • Return to profitability of Air NZ National (Domestic Airline), following rebranding & relaunch
  • Call centre rationalisation – Qantas UK & Ireland
  • Business unit cost reduction – Qantas & Air NZ.
  • As a General Manager at Qantas, was heavily involved in staff downsizing & cultural change.  eg. a -12% reduction program (-3,500 staff) over 4 years.

Audit & Finance

  • Audit Committee member of Holiday Break Plc. (FTSE 300).
  • Experienced in “continuous disclosure” regimes at Qantas Airways and Air New Zealand.

Risk Management

  • As an airline executive, extensive experience with processes and policies to manage and react to operational risks and “first hand” experience in genuine disaster situations (crashes & deaths).
  • As an airline and travel company director, comprehensive involvement in disaster response planning, including the coordination of actions across multi-lingual and multi-national regions.



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