Fellows Interview with Sally Edwards

We are delighted to bring you a Fellows interview with Sally Edwards, Senior Adviser, Leisure Events and Festivals at Dubai Economy and Tourism.

The Marketing Society Fellowship is our highest and most prestigious accolade awarded to outstanding marketing leaders who have achieved significant success in the markets they’ve worked in and made an active contribution to The Marketing Society and our industry more broadly.

What is your golden rule?

Build teams with and around you by nurturing a sense of community and positive sentiment.

Who has been your biggest influence?

My mother - modelled being a working mum, loved to travel and sing, instilled a great work ethic in us and encouraged us to be adventurous and take calculated risks.

What is your most hated business expression?

I copied you on the email.

What’s the smartest business idea you’ve ever had?

Getting people in Dubai Run in 2020 during Covid. It was promoted as `run anywhere at anytime for any distance' and people did. It was amazing.

Which leader do you admire most and why?

Roger Federer is a leader on and off the court. Is humble, respectful and supportive. Shows discipline, sportsmanship, resilience and is not afraid of hard work shown through his dedication over a long career. As he transitions from a top player to the next chapter of his life his philanthropy, mentorship and commitment to both social and personal responsibly is inspiring.

What keeps you up at night as a marketing leader?

Meeting deadlines, making sure everything is done within tight timelines.

Why is being part of The Marketing Society important for your career?

I have had the most amazing time in The Marketing Society - from networking and making lifelong friends to learning about current trends and marketing best practice, all things which I have been able to bring back to the workplace.

Why does marketing matter to you?

Marketing effects almost every aspect of our daily lives, influencing the choices we make, the brands we trust, and how we perceive ourselves.

What does the word impact mean to you when it comes to marketing?

Aligning a brand with values that resonate with a broader impact on society.

Tell us something that’s not on your CV

I majored in the bassoon when I did my music degree.

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Published on 21 January 2025